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EMS figures reveal fall in daily news viewing.(European Media & Marketing Survey)
Average daily viewing of the pan-European TV news networks has decreased despite an increase in overall monthly reach, according to the latest European Media & Marketing Survey figures.
EMS attributes this to an increased number of channels in Europe's homes and hotels leading to channel fragmentation. In 2002, the number of EMS households connected to cable or satellite had grown to 63 per cent - an increase of 3 per cent on 2001.
The organisation believes the viewing figures have been affected by the previously high levels of news viewing from 2001 following the terrorist attacks on the World Trade Centre. These audiences dropped off in 2002.
CNN International remains the clear market leader in terms of daily, weekly and monthly viewing despite its daily reach falling by 613,000.
The network recorded its highest monthly reach of 34.1 per cent and leads the way in terms of brand awareness with 81 per cent. BBC World attracted just 58.3 per cent.
'More people are watching pan-European TV news every month than ever before,' Didier Mormesse, the vice-president of international research for CNN in Europe, the Middle East and Africa, said. 'It's clear that this is an increasingly attractive part of this audience's media repertoire.'
However, BBC World trumpeted the fact that it was the only channel to achieve audience growth in the weekly and monthly categories - its weekly audience has risen by 18 per cent (460,000 viewers).
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