Eurosport tops EMS media survey

Eurosport has held on to its position as the most watched pan-European TV channel, according to the latest European Media and Marketing Survey.

Eurosport has held on to its position as the most watched

pan-European TV channel, according to the latest European Media and

Marketing Survey.



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

month.



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.