Bangkok--Jul 4--Francom Asia
PAX Survey Reveals CNN’s Strong Audience Growth and Leadership Among Pan-Asian TV Channels for Business Decision Makers, Top Management and High Income Earners
As CNN celebrates its 25th anniversary, the latest findings of Pan Asian Cross Media Survey (PAX) released today confirm CNN International is the number-one pan-regional channel for business decision makers, top management and high income earners. In addition, CNN International demonstrates the highest year-on-year growth across all demographic groups with an increase of almost one million monthly viewers, and records the highest growth rate in the news/business genre among the total PAX audience.
According to the full-year PAX survey results (Apr ’04 — Mar ’05), conducted by Synovate, CNN International is consistently the leader in the news/business genre, with twice the daily audience of the next largest news/business channel and over one million more weekly viewers. Additionally, almost half (49%) of CNN weekly viewers are exclusive to the channel, watching no other international news/business channels.
“This latest set of results shows CNN viewing at an all-time high, with audiences at unprecedented levels since the beginning of the rolling annual PAX survey. Just as significant, is the fact that such a high proportion of our viewers watch no other news/business channel. In fact, CNN’s exclusive audience is almost as large as the 2nd placed news channel’s total audience on a weekly basis and exceeds it on a daily basis,” said Duncan Morris, vice president, Research, Turner International Asia Pacific Ltd.
CNN International offers comprehensive international and regional news coverage 24 hours a day and provides prime-time morning and evening news and business programming for viewers in the Asia Pacific. Programs including CNN TODAY, WORLD NEWS ASIA, SPARK and popular chat show TALK ASIA are broadcast from the network’s regional headquarters in Hong Kong.
This release and accompanying charts can also be found at www.cnnasiapacific.com
Notes to the Editor:
PAX is a syndicated cross-media survey started in 1997, providing measurement of TV, print and online, across 11 major markets in Asia Pacific, i.e. Bangkok, Hong Kong, India (Mumbai, Delhi, Bangalore), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Sydney, Taipei, Tokyo. The fieldwork was carried out between April 2004 and March 2005 across a range of business decision-makers, top management and affluent adults aged between 25 and 64. The full year-on-year survey provides an annual database updated quarterly to show the trends over time.
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