Ipsos survey reveals media preferences of Europe’s affluent consumers | M&M Global

Ipsos survey reveals media preferences of Europe’s affluent consumers

The Ipsos Affluent Survey 2016 has shown that the European affluent are more likely to be ‘internationalists’ and want to stay in the EU – with CNBC remaining the number one business and financial news network, reaching 6.9 million each month.



The independent industry research study revealed that CNN is Europe’s number one international news brand, reaching 35% of Europe’s elite population every month via TV or digital platforms, viewed as the most important audience by pan-regional advertisers.

The survey also showed that CNN is the top news brand in monthly cross-platform reach with C-suite, luxury consumers, business decision-makers, high-income earners and frequent international business travellers, with cross-platform monthly reach of 13.4% in the Jan-Dec 2015 fieldwork period.

“CNN has broken boundaries, innovated and told powerful, important stories for over 35 years,” said CNN international commercial president Rani Raad. “This independent study is testament to the power of our brand across TV and digital as we continue to be the go-to destination for Europe’s elite audiences.

“This is a momentum story that builds on impressive TV and digital figures for CNN US, multi-platform growth for CNN in Asia and independent research that shows us as number one for international audiences across all regions who are following the US Election.”


CNBC is ahead in cross-platform monthly reach when compared to Bloomberg (11.7%), Time (10.1%), The Financial Times (10%), The Economist (9%), International New York Times (7.7%), Forbes (6.9%), Wall Street Journal (6.3%) and Fortune (4%). The CNBC network has grown its total reach by 3% year-on-year.

“These results confirm that CNBC is still the first choice for the European C-Suite,” said CNBC International senior vice president of news and programming John Casey. “We are particularly strong in TV, with solid growth in key European markets helping to put our viewership 26% ahead of our closest rivals.

“Our continued investment into digital content means I’m bullish about what we can achieve in the year ahead to grow our audience further.”

Bloomberg Media

Bloomberg Media was named the number one business media brand in Europe for the third year in a row, with the highest reach in the demographic, and also confirmed as the best choice of advertising platform to reach affluent viewers.

“Maintaining our position as the number one business media brand in Europe for the third year is an immense achievement and something we are very proud of,” said Bloomberg Media EMEA head of sales Viktoria Degtar.

“These results prove the strength of our brands in engaging an affluent, influential yet hard to reach audience across the continent – one of the key benefits for commercial partners working with Bloomberg Media on powerful multiplatform campaigns.”


Meanwhile, the BBC emerged as the top digital news provider, making the step up from second place and growing its monthly audience by 1.5%. It also reaches more affluent Millennials than its rival news channels.

“2015 was an important year for both European and global news, with huge stories and complex long-running issues affecting people across the continent,” said Jim Egan, chief executive of BBC Global News. “These results show that when audiences need impartial, accurate news they can trust, they turn to the BBC across all our platforms.”

Another key finding of the survey is that, of the 52.2 million who make up Europe’s most affluent, 13.6 million currently reside abroad, or have spent at least six months of their careers living, working or studying in another country.

Among the affluent, 19% support formation of a single European government, compared to only 15% among the non-affluent. The non-affluent Europeans are more likely to want their country to leave the EU as opposed to their more prosperous counterparts.

Anna Dobbie


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