CNN Shines in Synovate EMS Report

Market research firm Synovate has released the results of its European Media and Marketing Survey (EMS), which includes mobile data for the first time. The move underscores the importance of mobile as a key platform for advertisers to reach consumer audiences.

News channel CNN features in the report, and notes that in the inaugural year of measurement, the survey has identified CNN’s mobile content as reaching more affluent “advertiser accessible” Europeans than any other international news channel.

The survey also shows that mobile proves a popular entry point for new audiences to sample the CNN brand. Though CNN ranks top for TV plus online reach, which is the main EMS universe, it’s the mobile figures which net CNN the largest proportion of new audience amongst all international news channels.

“EMS is the industrys favoured commercial currency, so we’re delighted to be the channel of choice for reaching advertiser-accessible audience across Europe, says Jonathan Davies, executive vice president, advertising sales, at CNN International. “The new availability of mobile data is a significant leap forward for advertisers seeking to reach premium audiences anywhere, anytime. It acknowledges the huge commercial potential mobile offers, and it’s also great that we now have a robust, platform-inclusive benchmark that mirrors audience consumption habits.”

EMS carries currency for brands wanting to reach the top 13 per cent of Europe’s earners, including opinion leaders, frequent travellers and business decision makers, across television, online and now mobile.