The results of the full-year survey also show CNN's
continued leadership of the news genre for the seventh consecutive
year. More viewers tuned in than all other international news and
business channels combined.
PAX 2002/03, 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. It attracted 39 per cent more top management in Asia
than the next most targeted channel for this elite group. An official
release adds that PAX also showed that CNN excels in the broader PAX
demographic groups, with no channel reaching more viewers in total
than CNN.
Turner International Asia Pacific senior VP ad sales Nick Morgan
said, "For the seventh year running, CNN leads the field in reaching
this region's most affluent consumers. Synovate's 2003 PAX results
underline yet again, that CNN is essential viewing. Busy, successful
people who don't have time for television, make time for CNN, in
order to stay informed."
Turner International Asia Pacfic's Research VP Duncan Morris added,
"Based on the PAX survey findings for the top 10 Asia Pacific markets
in income terms, 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. We continue to rely on Synovate's PAX survey
for it is thorough and continuous coverage of these difficult-to-reach
demographic groups. This is something that other measurement methods
are not equipped to do."
CNN also continues to be the channel of choice for frequent business
travelers. PAX 2002/03 reveals that CNN is the most effective channel
in attracting these hard-to-reach viewers. The new results from
PAX show that CNN viewers accounted for 28 per cent more business
hotel nights than the next most watched channel.
The survey sample universe consisted of business decision-makers,
top management and affluent adults aged between 25 and 64 in the
surveyed markets. PAX 2002/03 is the first full year of continuous
tracking, providing an annual database updated quarterly to show
the trends over time.
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