CNN was confirmed as leading all pan-European channels, beating the BBC and other rivals, including Eurosport, both on and offline in this year's Europe 2003 survey of media use by Europe's business elite, conducted by Ipsos UK.
"The Europe 2003 findings unequivocally confirm CNN's role as the leading pan-European TV brand for the two key mediums of TV and online, offering the most effective way to reach this influential high-spending audience," Jonathan Davies, senior vice-president of news advertising sales for Turner Broadcasting System Europe, parent company of CNN, said.
CNN recorded the top daily (10.3%), weekly (29.9%) and monthly (45.1%) reach, comparing favourably with next strongest performer Eurosport (9.5%, 27.4%, and 39.3%), and leading BBC World (4.2%, 15.2%, and 26.3%); and CNBC (2.2%, 9.9%, 17.8%).
The latest Europe 2003 audience research data showed that BBC World is watched each week by more than 15% of Europe's senior business people -- more than 1.5m viewers.
In terms of growth, BBC World did beat rivals including CNN as it reported an increase in viewers of 351,000, double the increase for CNN (+167,000) and Bloomberg (+185,000), and six times the growth for CNBC (+57,000).
The survey, which is conducted in 16 European countries, enables advertisers and agencies to plan, optimise and evaluate the performances of advertising campaigns on TV channels, in print and in local media across the continent, questioning upscale adult targets unavailable from traditional sources.
Jonathan Howlett, director of airtime sales at BBC World, said: "Coming so soon after our excellent EMS results, Europe 2003 confirms that BBC World is reaching significantly more viewers. Considering that fieldwork finished before the war in Iraq, this is obviously good news for our advertisers and media planners and a great endorsement of the channel."
For website performance, CNN.com continues to lead in attracting upmarket consumers, with 12% of the population who have internet access, followed closely by those visiting BBC websites at 10.7%. Both the BBC and CNN outstripped FT.com's and Sky News' online reach.
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