London -- The annual European Media & Marketing Survey
(EMS) has placed CNN International in the top position for pan-European broadcast-news
media among upscale consumers.
The 16-country survey interviewed 34,000 people with a
sample of 10,000 that focused on senior managers in larger companies. The survey was
funded by magazines including Time, Newsweek and The Economist, as
well as by pan-European channels.
The core results placed CNNI ahead of its nearest
competitor, Euronews, by more than 1 million viewers per week, with 3.6 times as many
viewers as BBC World and four times as many as CNBC. According to EMS, CNNI now reaches
6.4 million viewers per week, up from 6.1 million last year.
However, CNBC claimed the fastest-growing base of viewers,
according to the survey, with daily reach up 110 percent to 306,000 viewers, weekly reach
up 99 percent to 1.5 million viewers and monthly reach up 87 percent to 3.2 million
viewers compared with last year's data.
In a prepared statement, CNBC executives said the network
has more than doubled its daily reach, while CNNI posted a 3 percent loss in daily
audience, which the survey confirmed.
"CNBC's growth in the weekly, monthly and annual
audience-reach measures outstripped all competition in both percentage and absolute
terms," CNBC vice president and European director of global advertising sales Toni
McHugh said. "EMS results confirm that CNBC Europe has a tremendous growth momentum
amongst [top managers]."
CNNI president Chris Cramer said the network has now
effectively completed phase two of its regionalization policy, which included the creation
of new programming out of London, Germany and Hong Kong. The final element is a completely
revamped weather service, which will be introduced later this month.
"Phase three is already planned, and that includes a
little more local programming, but it concentrates on much more actively seeking
local-language versions," Cramer said.
CNN+, a Spanish-language joint venture with Sogecable S.A.
in Spain, launched last year, and CNNTurk goes live this autumn. More localized expansion
"The knack for us is now to find the right countries,
the right partners and the right business opportunities, and with the same editorial
ideals," Cramer added.
He also said that in licensing the service, CNN has done
much more than license the logo "because we are working with every one of these
partners -- they are people who we are comfortable with, and not just in a business