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Readership of European publications and viewing of European cable

and satellite television stations continued to grow last year, although

the rate was just under 1 per cent.

Daily viewing figures for almost all the European channels have

increased in 1998, according to the latest European Media and Marketing

Survey (EMS).

Only CNN suffered a fall in viewers of 2.7 per cent to 1,421,000. CNBC’s

audiences more than doubled to 306,000 daily viewers, which partially

reflects the channel’s takeover of European Business News.

Eurosport, which had the highest viewing figures, increased its daily

figure by 1.5 per cent to 3,767,000, while the music station, MTV

Europe, held stable at 1,349,000.

Tom Keaveny, Eurosport’s sales director, said: ’Sport is something that

unites the whole of Europe in a way that no other programming genre

can.’

Euronews’s daily audience, meanwhile, jumped by just over 30 per cent to

1,342,000. BBC World turned in a strong performance with viewing up 47

per cent, although its audience remains relatively small at 321,000.

Jonathan Howlett, director of airtime sales at BBC World, said: ’The

data is a valuable tool in supporting the inclusion of BBC World on an

increasing number of pan-regional schedules.’

The picture for European publications was also fairly consistent.

National Geographic, which has the highest magazine readership figures,

saw its average issue readership rise by 9.3 per cent to 3,406,000 and

Time magazine’s readership was up just under 10 per cent to 1,192,000.

The Economist remained stable in 1998 with a readership of 724,000 per

issue.