EMS SURVEY: Eurosport and FT continue to lead 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."

 

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%

This article was first published on mediaweek.co.uk