Survey confirms that CNN is the leading global media brand in Africa.
Synovate, the leading global market research firm recently conducted the first ever survey in Africa of the top 15% of income earners in 12 cities across the key strategic African markets of Nigeria, South Africa, Kenya, Morocco and Cameroon to establish media consumption trends and opinions. In this respect, and perhaps not surprisingly, CNN emerged as the No. 1 international media brand for Africa.
The survey results confirm that CNN is indeed the leading media brand for both television and online audiences in Africa. The main focus of these audiences is that they go to CNN for international news and information, across the board. The results come following CNN’s significant investment in both its regional and international news output last year on both television and digital platforms. In particular, CNN also ramped up its regionally-focussed programming with African Voices and CNN Marketplace Africa launching last year and added to Inside Africa, now in its tenth year.
Tony Maddox, Managing Director, CNN International commented, “Our global reach has never been stronger and this research validates our ongoing investment in our TV and online services. CNN is not just a rolling news service, but also home to cross-platform content, both international and regionally-focussed output, which our audiences really seem to engage with.Â As a brand with committed editorial focus on Africa,Â we are delighted and appreciative that Africaâ€™s global citizens, like their counterparts around the world, choose CNN as their key destination for keeping abreast of worldwide developments.â€
CNNâ€™s continued investment in the region also includes the annual CNN MultiChoice African Journalist Awards, now in their 15th year, three bureaux, and an expanded portfolio of Africa-centric programming (Inside Africa, African Voices, CNN Marketplace Africa).
â€œThe extremely strong showing in this research underlines that CNN’s decision to invest in newsgathering, launch new programming and generate content for multiplatform services is the right one for both our audiences and our business partners”, added Maddox.
About CNNâ€™s results
The EMS Africa Survey tracked across the top 15% of income earners in 12 cities across the key strategic African markets of Nigeria, South Africa, Kenya, Morocco and Cameroon.
CNN International ranks as the #1 TV channel in Africa for monthly (61%), weekly (49%) and daily (27%) reach, compared with BBC World (51% monthly, 39% weekly and 17% daily), Euronews (31% monthly, 24% weekly and 10% daily) and CNBC Africa (21% monthly, 14% weekly and 4% daily).
CNN maintains a double digit advantage over its closest news competitor (BBC World News).Â CNN outperforms BBC World by 24% in monthly reach with business decision makers and 21% with high income earners.Â CNN also out-performs the competition online.Â The networkâ€™s websites (edition.cnn.com, moneycnn.com and Arabic.cnn.com) are also number one in Africa for monthly reach.
About the EMS Africa Survey Results
- Countries included: Cameroon, Kenya, Nigeria, Morocco and South Africa
- Universe: Top 15% income earners (2,726,000 million)
- Sample size: 1,926
- Fieldwork: Face to face in Nigeria, Cameroon, Kenya and Morocco