NEWS: Pan-Euro survey for TV and print allows media comparison

The relative strengths of pan-European print and broadcast media can be compared on the same audience measurement system for the first time with the launch of the European Media Survey.

The relative strengths of pan-European print and broadcast media can be

compared on the same audience measurement system for the first time with

the launch of the European Media Survey.



The survey, which measures print and television together in 17 European

countries, is designed to allow media planners and buyers a comparative

insight into different media. It will be updated every six months.



A sample of 18,000 telephone interviews and 8-9,000 postal interviews

was used to represent up-market Europeans and their media and lifestyle

habits.



EMS measured consumption of national and international newspapers;

consumer, business and in-flight magazines and international, national,

cable and satellite TV.



The survey also covers lifestyle habits such as travel, business life,

product usage and ownership, personal finance, interests and cultural

activities.



The Financial Times, Paris Match, the Reader’s Digest and Eurosport all

scored top in their categories. Of the daily and weekly newspapers, the

FT was way ahead of its competitors, with more than 1.1 million readers,

compared with its nearest rival, the European, on 315,000.



Among the weekly and fortnightly magazines surveyed, Paris Match’s 1.5

million readers compared with 1.3 million for Time magazine. Of the

monthlies, the Reader’s Digest clocked up 5.5 million readers against

3.9 million for Cosmopolitan.



In the TV market, Eurosport’s 3.8 million viewers compared with 1.8

million for Germany’s Arte, 1.5 million for CNN and 1.4 million for MTV.



See page 27



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