Singapore, 1 July, 2006 – CNBC, the world leader in business news, recorded an increase in viewer ship, year on year, according to the recent PAX research (Q1 – 2006 vs. Q1 – 2005). The channel recorded the highest growth among the High Net Worth Individuals (people with monthly personal income of more than US$ 12,500), recording a whopping 131% increase in weekly viewership, compared to other regional news and business news channels.
CNBC also recorded an increase in weekly viewership among Top Management (56%), and Business Decision Makers (29%). This increase is consistent with the positive pattern of increased time spent viewing CNBC, in a week, by 10% over the past year, which is also the highest gain compared to any other regional news or business news channel.
“CNBC audience predominantly consists of the hard to reach viewers, comprising of C-Suites, Opinion Leaders and Business Decision Makers, with strong spending power,” said Milind Sattur, Director of Research, CNBC Asia Pacific. ”The results of this survey reflect the strong positive growth in viewership of our elite audience.”
“The results of this survey is a testament to the superiority of CNBC as a business news network,” said Jeremy Pink, President and Managing Director, CNBC Asia Pacific. “This survey reinforces the quality of CNBC’s programs, offering financial information and comprehensive business analysis relevant to our core demographic in the region.”
“Surveys like PAX are conducted by long telephone interviews, which measure the respondent’s recall of channels they have watched,” Sattur continues. “CNBC’s audience, who represent the top echelons of the business community, would be reluctant to participate in long telephone surveys or be members of continuous media research panels.”
“So, although CNBC recorded positive results in the recent PAX survey, we believe that it does not represent the picture in its entirety, which we believe to be more positive.” Sattur concludes.
*Source: PAX Q1 ’06: Singapore, Hong Kong, Kuala Lumpur, Jakarta, Bangkok, India, Sydney, Tokyo, Manila, Taipei
About CNBC Asia Pacific
CNBC Asia Pacific is uniquely positioned to speak to viewers from across the region. Headquartered in Singapore, the network provides eight hours of live Asia-produced programming, which is complemented with coverage of live market action from Europe and the US. CNBC Asia Pacific's channels, which include CNBC Asia, CNBC-TV18 (India), CNBC Pakistan, Nikkei-CNBC (Japan) are available in more than 21 countries across the Asia Pacific region. CNBC also has a strategic alliance with China Business Network, a wholly owned subsidiary of the Shanghai Media Group and a partnership with Etomato, one of the top business channels providing 24 hour business news and financial information through cable platforms in South Korea. The channels are distributed via satellite, cable and terrestrial broadcast networks, as well as broadband. CNBC content is also distributed on the 3G platform through selective markets. For more information, please visit us at www.cnbcasia.com.
CNBC is 100% owned and managed by NBC Universal, which is the broadcasting unit of GE, the ‘World’s Most Admired’ company in FORTUNE magazine's annual poll of executives (March 2006).