The European Media and Marketing Survey 2009 provides data on how decision-makers and opinion leaders across 16 European countries have consumed inter-national media in 2008.
Based on EMS "regular" sample, which surveys the top 13% of adults in the Western European countries by income, Sky News continues to lead the TV pack in terms of daily reach, up 5% year on year to command 5.5% of total viewers. There has also been strong growth for BBC World News, up 15%, or 160,000, to 3.1%.
CNN International was the worst performer, dropping 14% to take 3.8% total share. The loss of some 250,000 daily viewers was enough to relegate the channel to third place in the ranking, behind EuroNews, where viewers remained stable at 4.4%.
Elsewhere, reach for Bloomberg TV fell 8% to 1.7%, while CNBC attracted 30,000 more daily viewers to take a 1.3% share. The figure represents a 7% daily rise for the specialist business channel.
Paul Maraviglia, vice-president of sales, EMEA at CNBC, said the results highlighted how "financial news has been the main news over the last year or more". He said the EMS figures offered "some level of proof" that in Europe, "viewers have increasingly turned to CNBC as a respected brand that will provide reliable financial information and insight".
Since the collapse of Bear Stearns to the demise of Lehman Brothers, only BBC News has enjoyed a bigger rise in daily audiences.
Maraviglia admitted the challenge for CNBC is to retain its new-found viewers through the recession and beyond.
Also published this week is EMS data on pan-European newspaper brands. Pearson's Financial Times is comfortably the market leader, with an average issue readership of 564,000. Following in its wake are International Herald Tribune, The Wall Street Journal and USA Today, with readerships of 138,000, 115,000 and 90,000 respectively.
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