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The European Media and Marketing Survey, published by the Amsterdam-based Synovate Research Group, measures audience reach among the top 13% earners by income, who represent the top 20% of households across Europe.

The core Eurosport channel is identified as reaching 8% of the wealthiest 20% households in Europe, ahead of the next highest reaching TV stations MTV and Franco-German culture channel Arte which each reach 7.4% of high earners.

It is the 15th year in a row that the Eurosport channel has led the rankings in the pan-European TV market.

Laurent-Eric Le Lay, chief executive and chairman of Eurosport Group, said: "The EMS results are very encouraging and help demonstrate how our multimedia sports offer is proving a big success with European audiences.

"The study also highlights that the more upscale the audience the more they watch Eurosport – which shows we are a very attractive proposition for advertisers wishing to reach Europe's highest earners."

This year Synovate changed the survey's methodology by splitting the survey in sections and increasing the online proportion, preventing easy year-on-year comparisons. 

Sky leads the news agenda

The top news channel was Sky News, which reaches 5.1% of high income earners a day. The Euronews TV channel had a daily reach of 3.4%, just ahead of CNN International, which reaches 3.3% of wealthy Europeans every day. This compares to BBC World News reaching just 2.8% of the top earners.

In print, the Financial Times has an average daily readership of 676,000, or 1.7% of wealthy Europeans, and ahead of the average daily issue readership of 209,000 for the Wall Street Journal Europe, the next largest paid-for daily newspaper in the survey. 

BBC sets pace online

The leading two websites in this year's EMS survey were BBC.com and BBCWorldNews.com, reaching 3.6% and 3.2% of high income earners respectively.

The reach of the Eurosport websites came third with 2.5%. The reach of all the CNN websites is 2.2% while FT.com has a reach of 1.5% or 600,000 high earning individuals.

However, Ben Hughes, deputy chief executive of the FT, pointed to the affluence of the site's elite audience, calling FT.com "the most effective international print website at reaching key target audiences".

Media owners welcomed the introduction of mobile reach for the first time. Jonathan Davies, executive vice president of advertising sales at CNN International, said: "The availability of mobile data is a significant leap forward for advertisers who now have a robust, platform-inclusive commercial benchmark that mirrors audience consumption habits."

 

League Tables

			EMS countries	EMS countries
			000s	%
Daily titles

Financial Times  Ever heard of 28,795 71.60%     Read last 12 months 9,701 24.10%     AIR 676 1.70%   International Herald Tribune  Ever heard of 22,339 55.50%     Read last 12 months 4,478 11.10%     AIR 147 0.40%   USA Today  Ever heard of 16,375 40.70%     Read last 12 months 4,391 10.90%     AIR 11300.00% 0.30%   Wall Street Journal Europe  Ever heard of 20,267 50.40%     Read last 12 months 3,850 9.60%     AIR 209 0.50% Free daily titles 20 Minutes (all country editions)  Ever heard of - 0.00%     Read last 12 months 5,410 13.50%     AIR 1,368 3.40%   Metro (all country editions)  Ever heard of - 0.00%     Read last 12 months 12,924 32.10%     AIR 2,551 6.30% Weekly titles Bloomberg BusinessWeek  Ever heard of 14,746 36.70%     Read last 12 months 3,255 8.10%     AIR 431 1.10%   Economist, The  Ever heard of 23,340 58.00%     Read last 12 months 6,145 15.30%     AIR 1,109 2.80%   Newsweek  Ever heard of 23,896 59.40%     Read last 12 months 6,097 15.20%     AIR 653 1.60%   TIME  Ever heard of 30,183 75.00%     Read last 12 months 10,030 24.90%     AIR 1,359 3.40%   The New York Times supplement  Ever heard of - 0.00%     Read last 12 months 4,853 12.10%     AIR 1,501 3.70% Fortnightlies Forbes  Ever heard of 16,041 39.90%     Read last 12 months 2,307 5.70%     AIR 394 1.00%   Fortune  Ever heard of 11,929 29.70%     Read last 12 months 1,965 4.90%     AIR 362 0.90% Monthly titles Bloomberg Markets  Ever heard of 2,646 6.60%     Read last 12 months 936 2.30%     AIR 432 1.10%   CNBC Business  Ever heard of 4,733 11.80%     Read last 12 months 1,030 2.60%     AIR 284 0.70%   Euromoney  Ever heard of 4,844 12.00%     Read last 12 months 1,260 3.10%     AIR 377 0.90%   Harvard Business Review  Ever heard of 7,452 18.50%     Read last 12 months 2,068 5.10%     AIR 658 1.60%   National Geographic Magazine (UKI)  Ever heard of 25,812 64.20%     Read last 12 months 10,832 26.90%     AIR 3,265 8.10%   Scientific American  Ever heard of 7,830 19.50%     Read last 12 months 2,102 5.20%     AIR 652 1.60%