According to the study posted on the CNN site, the PAX survey conducted
by Synovate from July 2002 to June 2003, reveals that CNN is the
leading channel for the top management group and business decision
makers. (See graph below). The channel has attracted 39 per cent
more top management in Asia than the next most targeted channel
for this elite group.
Pax Survey 2002-'03
The result of the full-year survey, released last week, also show
CNN's continued leadership of the news genre for the seventh consecutive
year, with more viewers tuning in to the channel than all other
international news and business channels combined.
The study claims that CNN excels in the broader PAX
demographic groups, with no channel reaching more viewers in total.
The channel shows 16.3 per cent coverage in 11 Asian markets including
Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines,
Thailand, Indonesia, Australia and India. In India, the survey covered
Mumbai, Delhi and Bangalore. It was noted that the channel is most
watched by people with an annual income of 60+ US dollars. (See
A CNN release quotes Turner International Asia Pacific Inc's senior
vice president-news advertising sales, Nick Morgan as saying, "For
the seventh year running, CNN leads the field in reaching this region's
most affluent consumers. Busy, successful people, who don't have
time for television, make time for CNN, in order to stay informed."
According to the Turner International's vice president, research,
Duncan Morris, "From the PAX survey, it's clear that CNN remains
the most targeted means of reaching a high proportion of the region's
more affluent, mobile and successful people."
Pax Survey 2002-'03
CNN also continues to be the channel of choice for frequent business
travelers, the release states, highlighting the PAX result which
shows that the channel viewers accounted for 28 per cent more business
hotel nights than the next most watched channel.
Affluent Asia goes buy-buy
BBC World's Asian viewership
up by 15 per cent, channel quotes Pax