Asia’s elite tune into CNN

CNN   TV ADVERTISING   SURVEY FINDINGS   IPSOS

• CNN the preferred TV channel for Asia's elite
• Finishes ahead of National Geographic
• Discovery lines up in third

Regional - The latest BE:Asia survey conducted by Ipsos MediaCT has revealed the TV viewing habits of Asia's business elite, with CNN again winning the lion's share of eyeballs ahead of its competitors.

Of the international TV channels, CNN grabbed a 29% share of the elite business viewers in a repeat of last year's statistics, while Discovery Channel (23%) edged ahead of National Geographic (20%) and BBC World News grew from a 15% share in 2008 to 18% this year.

Duncan Morris, the VP of research for Turner International Asia Pacific, believes that one of the big strengths of the survey is the richness in terms of demographic and lifestyle information.

"It's great to be able to look at the really top end of the market," he said.

"To be able to look at this level of detail, with good sample size and look at how we are performing, it's like taking a magnifying glass to look at the top end of the business population and great to see CNN's reach and connection is getting stronger and stronger the further you go up the pyramid."

Sonia Jackson, SVP marketing, Fox International Channels Asia, commented: "From a television perspective we are delighted with the results, highlighting that Asia's business elite are spending more time watching international channels such as ours.

"Given that National Geographic reaches a massive global audience through its truly multi-media brand, we look forward to seeing the results growing year on year."

The channels to make up the remainder of the viewership were Channel News Asia (14%), CNBC (12%), Bloomberg (12%) and Fox News (4%).

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