EMS SURVEY: Eurosport and FT continue to lead European media
Eurosport has the widest daily reach of any international TV station among high earners in Europe while the Financial Times remains the biggest paid-for print brand, according to the EMS Survey 2010.
Eurosport: the bigger hitter in European media
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."
|EMS countries||EMS countries|
|Financial Times||Ever heard of||28,795||71.60%|
|Read last 12 months||9,701||24.10%|
|International Herald Tribune||Ever heard of||22,339||55.50%|
|Read last 12 months||4,478||11.10%|
|USA Today||Ever heard of||16,375||40.70%|
|Read last 12 months||4,391||10.90%|
|Wall Street Journal Europe||Ever heard of||20,267||50.40%|
|Read last 12 months||3,850||9.60%|
|Free daily titles||20 Minutes (all country editions)||Ever heard of||-||0.00%|
|Read last 12 months||5,410||13.50%|
|Metro (all country editions)||Ever heard of||-||0.00%|
|Read last 12 months||12,924||32.10%|
|Weekly titles||Bloomberg BusinessWeek||Ever heard of||14,746||36.70%|
|Read last 12 months||3,255||8.10%|
|Economist, The||Ever heard of||23,340||58.00%|
|Read last 12 months||6,145||15.30%|
|Newsweek||Ever heard of||23,896||59.40%|
|Read last 12 months||6,097||15.20%|
|TIME||Ever heard of||30,183||75.00%|
|Read last 12 months||10,030||24.90%|
|The New York Times supplement||Ever heard of||-||0.00%|
|Read last 12 months||4,853||12.10%|
|Fortnightlies||Forbes||Ever heard of||16,041||39.90%|
|Read last 12 months||2,307||5.70%|
|Fortune||Ever heard of||11,929||29.70%|
|Read last 12 months||1,965||4.90%|
|Monthly titles||Bloomberg Markets||Ever heard of||2,646||6.60%|
|Read last 12 months||936||2.30%|
|CNBC Business||Ever heard of||4,733||11.80%|
|Read last 12 months||1,030||2.60%|
|Euromoney||Ever heard of||4,844||12.00%|
|Read last 12 months||1,260||3.10%|
|Harvard Business Review||Ever heard of||7,452||18.50%|
|Read last 12 months||2,068||5.10%|
|National Geographic Magazine (UKI)||Ever heard of||25,812||64.20%|
|Read last 12 months||10,832||26.90%|
|Scientific American||Ever heard of||7,830||19.50%|
|Read last 12 months||2,102||5.20%|
This article was first published on mediaweek.co.uk
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