Ipsos Business Elite survey results published

CNN is also the number one resource for work, amongst all television networks, said the survey, which looks at the media consumption habits of senior business professionals employed by the largest companies in 17 European markets.

According to the survey, CNN reaches 33% more Business Elites per week, 29% more per month and 27% more per day than BBC World.

"These results are significant at a time where big business is playing an undeniably critical role in the direction of the world economy," comments Jonathan Davies, EVP Ad Sales, CNN International. "On a number of levels, the survey has further established the fact that those with high-level business responsibilities continually look to CNN for their news and business coverage, over networks like CNBC and Bloomberg who are traditionally thought of as the obvious home for this audience. That's a great validation of our robust content for premium audiences and a vote of confidence for advertisers looking to connect with them."

In terms of C-suite audience, CNN has a lead over all international news, business and factual channels in all measures, including monthly, weekly and daily reach. The same can be said for other key target groups including purchase decision makers and frequent business travellers.

- C-Suites - CNN (32.8% monthly, 16.4% weekly, 4.7% daily), BBC World (24.7%, 11.7%, 3.4%), Euronews (20%, 9.6%, 2.9%), CNBC (10.8%, 4.3%, 1.0%)
- Purchase decision makers - CNN (31.2%, 15.3%, 4.1%), BBC World (24%, 11.6%, 3.3%), Euronews (19.1%, 9.1%, 2.5%), CNBC (10.3%, 3.9%, 0.9%)
- Frequent business travellers - CNN (43.5%, 22.2%, 6.6%), BBC World (35.1%, 16.4%, 4.8%), Euronews (22.9%, 9.9%, 3.2%), CNBC (16.1%, 6.4%,
1.8%)

CNN outperforms all other news brands for cross-platform reach, connecting with 67% more Business Elites than its nearest comparative international news competitor, Euronews*. CNN reaches 64% more of the business elite universe via its television and online properties than the closest print/electronic brand, the Financial Times.

When asked which channels were important to watch for their jobs, the Business Elite put CNN on top with 58% more respondents choosing the network over its nearest competitor, BBC World. This lead is compounded for key target audiences including frequent business travellers (104% higher), C-suites (68% higher) and purchase decision makers (65% higher).

* The BBC brand is not included as part of the comparative set because its websites are multi-genre, rather than news.