Eurosport has held on to its position as the most watched
pan-European TV channel, according to the latest European Media and
The Times was the most widely read daily newspaper across Europe, while
the Sunday Times was the most read weekly. Reader’s Digest came top
among monthly magazines and Lufthansa Bordbuch was the top scoring
in-flight title across Europe.
The findings are from the 1996 EMS study and reflect the first full two
years of data from the combined press and broadcast media survey.
According to EMS, Eurosport - the only channel to increase its reach in
1996 - reaches 45 per cent of the top European households each
CNN comes in second place with 27 per cent.
Average weekly viewing for BBC Prime fell slightly to 1.5 per cent,
while the Discovery Channel was up from 6 per cent in 1995 to 6.9 per
cent in 1996, and TNT rose from 4.9 per cent to 5.1 per cent.
Of the news and business channels, EBN’s daily reach grew fastest, up 42
per cent to 88,000. However, average weekly viewing was highest for CNN
International at 15.4 per cent, with Euronews at 11.3 per cent, Sky News
up from 3.6 per cent to 4.3 per cent, BBC World at 2.2 per cent, 1.1 per
cent for EBN and 1 per cent for CNBC.
Results among the press were fairly static year on year, with no
significant gainers or losers.
The survey also covered Internet usage. It found that 7 per cent of
EMS’s universe of 2.9 million Europeans use the Internet for e-mail at
least once a week. During the second half of the year, the number of
people using the Net at least once a month rose by 18 per cent, compared
with the first half of the year.
The EMS universe comprised the main income earners in the top 20 per
cent of households in each country, which totalled 39.8 million people
for the 1996 survey.