The Layalina Review
VOL. V NO. 12, May 22-June 04, 2009 Top-earning Arabs and regional decision makers prefer CNN over Qatari rival Al-Jazeera for their English language news, according to a new Synovate's EMS Middle East survey reported in Arabian Business. The survey, which measured audience reach among the main income earners in the top 13 percent of Middle East households, ranked CNN number one in the Middle East for monthly reach, which came in at 21 percent for the period from June to September last year. CNN also out-performs the competition in cross-platform reach, remarks Zawya. BBC World News came in second (15.6 percent), followed by Al-Jazeera English (9 percent), CNBC (4.8 percent) and Euronews (3.6 percent), according to the news site. The US-based network also had the highest reach among business decision makers: 20.1 percent, which was 31 percent higher than its nearest competitor. "Our multi-platform offering continues to be compelling for audiences wanting top quality, up-to-the-minute content and for advertisers looking for excellent media solutions with tangible results," commented Rani R. Raad, SVP Ad Sales, CNN International. CNN is undoubtedly the channel of choice for the business elite in the Middle East. CNN's monthly reach is higher than its nearest competitor. CNN's monthly reach for business travelers (26.3%) again exceeds its nearest competitor by 34%. The launch of EMS Middle East in 2009 is the first major research study of its kind in the region since the PAX Middle East study in 2006, over three years ago. The universe for EMS Middle East represents the top 13% of adults in terms of income and as such is more aligned with EMS Europe than with the previous PAX ME (top 15-20%). |
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