EMS figures reveal fall in daily news viewing

Average daily viewing of the pan-European TV news networks has decreased despite an increase in overall monthly reach, according to the latest European Media & Marketing Survey figures.

EMS attributes this to an increased number of channels in Europe's homes and hotels leading to channel fragmentation. In 2002, the number of EMS households connected to cable or satellite had grown to 63 per cent - an increase of 3 per cent on 2001.

The organisation believes the viewing figures have been affected by the previously high levels of news viewing from 2001 following the terrorist attacks on the World Trade Centre. These audiences dropped off in 2002.

CNN International remains the clear market leader in terms of daily, weekly and monthly viewing despite its daily reach falling by 613,000.

The network recorded its highest monthly reach of 34.1 per cent and leads the way in terms of brand awareness with 81 per cent. BBC World attracted just 58.3 per cent.

"More people are watching pan-European TV news every month than ever before," Didier Mormesse, the vice-president of international research for CNN in Europe, the Middle East and Africa, said. "It's clear that this is an increasingly attractive part of this audience's media repertoire."

However, BBC World trumpeted the fact that it was the only channel to achieve audience growth in the weekly and monthly categories - its weekly audience has risen by 18 per cent (460,000 viewers).

"The channel has enhanced its reputation with excellent news coverage. It is also worth pointing out that fieldwork started in January 2002, after the war in Afghanistan, and finished in December 2002 long before the war in Iraq, so we'd expect audiences to be even higher now," Jeremy Nye, the head of research and planning for BBC World, said.

With the exception of The Economist, average issue readership for international publications was also down - in 2002, it stood at 8.3 per cent, compared with 8.5 per cent the previous year. EMS said that 23 per cent of EMS individuals are heavy print users, reading six titles or more.

EMS also noted that the internet is growing as an information source and is available at home or at work to eight out of ten EMS individuals.

Despite the declines, EMS thinks pan-European print and pan-European TV remain excellent vehicles for reaching the target audience.

EMS bases its research on more than 27,000 interviews to depict the media consumption and lifestyle of 40 million upmarket Europeans.

AVERAGE DAILY VIEWING: INTERNATIONAL CHANNELS

Rank Channel Daily viewing (000s)

2002 2001

1 Eurosport 3,478 4,022

2 Discovery Channel 1,716 1,777

3 CNN International 1,702 2,333

4 MTV Europe 1,626 2,158

5 Euronews 1,553 1,641

6 Sky News 1,498 1,642

7 National Geographic 853 976

8 BBC World 655 673

9 Bloomberg TV 625 735

10 CNBC 479 535

Source: EMS data.

AVERAGE ISSUE READERSHIP: INTERNATIONAL TITLES

Rank Title Readership (000s)

2002 2001

1 National Geographic 4,523 4,884

2 Reader's Digest 2,754 3,404

3 Time 1,136 1,208

4 The Economist 879 772

5 Financial Times 787 798

6 Newsweek 629 654

7 Businessweek 323 334

8 IHT 130 145

9 USA Today 105 117

10 The Wall Street Journal 77 114

Source: EMS data.