BE Asia: Daily reach of international TV channels among Asia's business elite

CNN enjoys the highest daily reach of all international TV channels among Asia's business elite with 31 per cent. The channel has also grown its reach with 3 per cent since the BE Asia 2008 survey.

BBC World News however has seen the highest growth in daily reach, jumping 4 per cent from 15 per cent in 2008 to 19 per cent in 2010. Bloomberg's reach has also grown three per cent over the past three years from 10 per cent in 2008 to 13 per cent this year.

CNN is followed by Discovery Channel which has remained constant in terms of its daily reach at 23 per cent over the last three years.

Both Channel News Asia and CNBC have grown two per cent from 13 to 15 per cent and 11 to 13 per cent respectively. Fox News grew its reach by one per cent to five per cent this year.

National Geographic is the only international TV channel that has lost reach among the business elte, dropping two per cent to 20 per cent in 2010.

In terms of reach by country, CNN has the highest reach among the business elite in Hong Kong (20 per cent), Indonesia (47 per cent), Malaysia (43 per cent), the Philippines (67 per cent), Thailand (34 per cent) and South Korea (17 per cent). In Singapore, Channel News Asia (64 per cent) has the highest reach among this group and Discovery Channel (30 per cent) in Taiwan.

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Methodology

The results are based on a sample 7,418 respondents to represent the business elite universe of 236,858. The fieldwork period is from November 2009 to June 2010, covering Hong Kong, Singapore, Indonesia, Malaysia, the Philippines, South Korea, Taiwan and Thailand.

Qualifying establishments are sampled from business directories from which eligible individuals are identified by telephone screening. Media consumption is measured through a self-completed questionnaire administered by mail.