The latest global data from Ipsos reaffirms CNN’s undisputed leadership in international news across Europe, Middle East, Africa, Asia Pacific and Latin America. The Ipsos Affluent Survey Global finds that CNN reaches 36 per cent of affluent audiences* across the world every month via TV and digital**.
This puts CNN in a – with a third bigger audience than the BBC (27 per cent reach) and even further ahead of other outlets such as Sky News (24 per cent reach), euronews (20 per cent) and Al Jazeera English (10 per cent). CNN is also well ahead of business news brands such as Bloomberg (15 per cent reach) and dominant leadership positionCNBC (14 per cent).
A separate study released today – The Ipsos Affluent Survey Asia Pacific – shows CNN’s continued leadership in that region with 36 per cent monthly reach via TV and digital**. This is well ahead of the BBC (27 per cent reach), Bloomberg (17 per cent), Time (17 per cent) and CNBC (16 per cent). CNN’s performance in Asia Pacific compares to a 35 per cent reach for the same period in 2015, with growth driven by an 18 per cent increase in digital reach.
“For decades now, CNN has been the news and information source that audiences all over the world turn to for impartial and accurate news and information,” said Rani Raad, President, CNN International Commercial.
“As we continue to invest in content and platforms, these survey figures show the unrivalled scale of our brand and a combination of TV and digital that reaches more audiences than anyone else.”
“There are so many remarkable stories unfolding around the world right now,” said Tony Maddox, EVP and managing director, CNN International. “We live in extraordinary times, and it’s clear that audiences turn to CNN above all others to make sense of them.”
Both surveys also show CNN as #1 in reaching key audience demographics*** such as Frequent Business Travellers (64 per cent reach in global survey, 64 per cent in APAC), Influential Opinion Leaders (58 per cent, 61 per cent), C-Suites (53 per cent, 50 per cent), Business Decision Makers (48 per cent, 46 per cent), and Luxury Consumers (45 per cent in APAC).
*Defined as the top 13 per cent – 18 per cent of adults by income
** The Ipsos Affluent Survey Global and Ipsos Affluent Survey Asia define digital platforms as those accessible via pc/laptop, mobile (app or website) or tablet app. The CNN brand figure includes CNNMoney, CNN en Espanol and CNN Arabic. All data is combined monthly TV + Digital reach unless otherwise specified
***Frequent Business Travellers Global (6+ int’l air trips for business in past 12 months); Frequent Business Travellers APAC (3+ int’l air trips for business in past 12 months); Influential Opinion Leaders Global (4+ listed business activities in past 12 months); Influential Opinion Leaders APAC (3+ listed business activities in past 12 months); C-Suites Global (C-Suite executives/directors in companies with 50+ employees worldwide); C-Suites APAC (CEO, Chairman, MD, President, C-Level executives, CFO, Financial Controller); Business Decision Makers (authorise/influence purchases in 1+ listed decision making areas); Luxury Consumers (own quality/designer clothes, leather goods, accessories, footwear, jewellery or watches each item US$1000+)