EMS Africa survey validates CNN as the premiere vehicle on TV and online for advertisers seeking regional and international exposure CNN is the undisputed leader of all international channels, including both news and entertainment, in Africa among the continent's key audiences. Results released today by Synovate, in the debut EMS Africa Survey, confirm CNN as the #1 turn-to channel for both television and online audiences in Africa. These findings thereby reaffirm CNN's leadership in the EMEA markets as a whole. The data therefore not only demonstrates the value of CNN's reach and position in Africa to international advertisers looking to expand their portfolio in this region, compounded with other research findings in other leading independent market surveys*, it also confirms that CNN is the most watched and powerful platform for African brands looking to generate international exposure and awareness. "We're delighted that the first ever EMS Africa survey reinforces CNN as the network of choice for the continent at such a key time in its economic growth. As the demand for news content across multiple platforms grows, these results validate the strong ROI advertisers experience with exposure across CNN TV and online." said Rani Raad, SVP, CNN International Advertising Sales - Europe, Middle-East, Africa. "They endorse the strategy of our existing African client base that aims to spread its message beyond their immediate borders, both across Africa and into Europe, Asia and Latin America, as well as underline the role we can play for international advertisers looking to move into Africa," added Raad. The strong viewing levels come as CNN continues to expand both its regional programming and international news. As a company with a strong editorial lens on the continent, CNN has invested in Africa-specific shows such as Inside Africa - now in its tenth year - sponsored by Zenith Bank; CNN Marketplace Africa in association with Standard Bank and African Voices sponsored by Glo. "CNN's level of viewership in Africa is an endorsement of the brand's resonance across the region," added Raad. "We are very appreciative of the loyalty that our viewers continue to have for CNN." About CNN's results The EMS Africa Survey tracked across the top 15% of income earners in 12 cities across the key strategic African markets of Nigeria, South Africa, Kenya, Morocco and Cameroon. CNN International ranks as the #1 TV channel in Africa for monthly (61%), weekly (49%) and daily (27%) reach, compared with BBC World (51% monthly, 39% weekly and 17% daily), Euronews (31% monthly, 24% weekly and 10% daily) and CNBC Africa (21% monthly, 14% weekly and 4% daily). CNN maintains a double digit advantage over its closest news competitor (BBC World News). CNN outperforms BBC World by 24% in monthly reach with business decision makers and 21% with high income earners. CNN also out-performs the competition online. The network's websites (edition.cnn.com, moneycnn.com and Arabic.cnn.com) are also number one in Africa for monthly reach. "With internet access, broadband and mobile penetration growing, I am delighted to see such robust results in the digital arena as well. Our combined TV and online offering attracts affluent audiences, that are so sought-after by advertisers, more than any other brand," added Raad. - Ends - * leading independent market surveys: Europe - EMS Summer 2009 (Waves 1-2 ‘08) - 20 Markets / Synovate Asia - PAX Asia Survey 2009 (Q1 - Q4 2009) - 11 Markets / Synovate Latin America (*Includes CNNE) - TGI Elite Latin America 2009 / Kantar About CNN CNN is the world's leading global 24-hour news network and one of the world's most respected and trusted sources for news and information. The CNN brand is available to two billion people via 18 CNN branded TV, internet and mobile services produced by CNN Worldwide, a division of Turner Broadcasting System Inc and a Time Warner company. CNN International is the international directorate of CNN Worldwide and distributes news via 14 services in seven different languages. CNN International can be seen in 265 million households and hotel rooms in over 200 countries and territories worldwide, including more than 37 million across the Asia Pacific region and online at www.cnn.com/international About the EMS Africa results •· Countries included: Cameroon, Kenya, Nigeria, Morocco and South Africa •· Universe : Top 15% income earners (2,726,000 million) •· Sample size : 1,926 •· Fieldwork : Face to face in Nigeria, Cameroon, Kenya and Morocco CATI in South Africa (November 09 - February 10) •· News & Business Pan African TV: Africa 24 (A24), Al Arabiya, Aljazeera English, Aljazeera in Arabic BBC Arabic, BBC World News, Bloomberg TV, CNBC Africa, CNBC Arabiya, CNBC in English, CNN International, Euronews, France Vingt-Quatre (France 24), RT Russia Today, Sky News •· General Pan African TV: Discovery Channel, DW, E! Entertainment, Eurosport, Fashion TV Arabia, FTV Fashion TV, History, MBC 1, MTV, MTV Arabia, National Geographic Channel, Nat Geo Wild, Travel Channel, TV Cinq Monde •· Pan African Print Websites : Business Week Website (businessweek.com),The Economist Website (economist.com), Financial Times Website (ft.com), Forbes Website (forbes.com), National Geographic Magazine Website (ngm.nationalgeographic.com), New York Times Website (nytimes.com), Newsweek Website (newsweek.com), Time Website (time.com), Wall Street Journal Website (online.wsj.com) •· Pan African TV Websites: Al Arabiya Website, in Arabic (alarabiya.net), Al Arabiya Website, in English (alarabiya.net), Aljazeera Website, in Arabic (aljazeera.net) (aljazeera.net), BBC Afrique Website (bbcafrique.com), BBC Arabic Website (bbcarabic.com), BBC Hausa Website (bbchausa.com) BBC Swahili Website (bbcswahili.com), The International Website Of BBC (bbc.com) , BBC World News Website (bbcworldnews.com), Bloomberg Website (bloomberg.com), CNBC Website (cnbc.com), CNBC Arabia Website (cnbcarabia.com), CNN Arabic Website (arabic.cnn.com), CNN Money Website, Incorp. Fortune.com (money.cnn.com), CNN Website (cnn.com), Deutsche Welle Website (dw-world.de), Discovery Channel Website (discovery.com), EuroNews Website (euronews.net), Eurosport Website (eurosport.yahoo.com) , Fashion TV Websites (ftv.com), France Vingt-Quatre Website (france24.com) , History Websites (history.com), National Geographic Channel Website (nationalgeographic.com), RT Russia Today Website (rt.com), Sky News Website (news.sky.com), Travel Channel Website (travelchannel.co.uk), TV Cinq Website (tv5.org) •· The survey measured media usage, leisure habits and aspirations among the following: •o Business Decision Makers - All EMS African Respondents (5 Markets) who are involved in corporate purchase decision making (Authorise / Specify Purchase / Other Involvement) in their place of work. •o Influential Opinion Leaders - All EMS African Respondents (5 Markets) who are Influential Opinion Leaders (4+ activities). •o Frequent Business Travellers - All EMS African Respondents (5 Markets) who have taken 3+ International business air trips (inside / outside of Africa) in the last 12 months. •o High Income Earners - All EMS African Respondents (5 Markets) who have an annual personal income of 60,000 Euro or more About Synovate Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. More information on Synovate can be found at http://www.synovate.com/. For more information, please visit http://www.cnnpressroomasia.com/. |
