International television channels are reaching 78% of Europe’s upscale consumers and businessmen every month, according to the summer EMS survey.
The phone-based study is seen as Europe’s only reliable guide to audiences to major channel brands including BBC World News, Discovery Channel, Eurosport and CNN.
The EMS 2010 survey puts the weekly reach to international channels at 60.8%, rising to 67.2% among the top 3% known as EMS Select and 80.7% in the Central and East Europe territories badged as CEMS.
Among the news and business channels, weekly reach in EMS is 44.9%, EMS Select shows 58% and CEMS 45.4%.
CNN, BBC World News, Discovery Channel, Eurosport, National Geographic and Sky News all poll well in terms of awareness. Spin-off brands including Eurosport 2 and Nat Geo Wild fair less well, though this could equally be attributed to distribution, as may also be the case for Russia TV, Luxe TV, Fashion TV, E! Entertainment and Deutsche Welle. Such comparisons may be a little unfair given that lesser channels do not appear in the survey in the first place.
Awareness invariably translates into audiences, BBC World News scored a pan-European weekly reach of 19.5% with Arte on 31.1%, Bloomberg on 8.8%, CNBC 9.7%, CNN 22.4%, Discovery Channel 24.4%, Euronews 20.3%, Eurosport 32.0%, MTV 27.9%, National Geographic 19.9% and Sky News also on 19.9% .