EMS: Print and TV weather the recession
International print and television is performing well despite the recession, according to the latest EMS results.
Print did better than expected and is showing signs of stabilising as readers turn to their favourite and trusted titles during the downturn, the report shows.
Metro (all versions) leads the print publications with an average international readership (AIR) of 6.4%, followed by National Geographic‘s (English) 5.1%, New York Times Supplements 3.1%, 20 Minutes 2.8% and Time‘s AIR of 2.6%.
The EMS report also revealed that 24% of respondents read print titles online. The top print websites include Ft.com, NYTimes.com, Nationalgeographic.com, Time.com and the Economist.com.
Anita Hague, global research director at the Financial Times, believes people are more likely to invest in trusted brands during a recession because they need good and reliable information.
“If you look back at the year we’ve had, it’s probably not surprising that print has held its own,” she said. “Print is far from dead in the water as these results show.”
Television has also performed strongly in this year’s EMS results.
In terms of news and business channels, Euronews has the largest weekly reach of 16.8%, followed by CNN International at 16%, Sky News 15.6%, BBC World News 12.6% and CNBC at 6.5%
Sky News tops the daily news and business viewing though with a reach of 5.5%, followed by Euronews’ 4.4%, CNN’s 3.8%, BBC World News’ 3.1% and finally Bloomberg TV’s 1.7%.
The report also shows that Eurosport leads the entertainment channels with a reach of 29.8% (based on weekly viewing figures). MTV follows with 26.4% while Arte, Discovery and National Geographic come close behind.
Tara Syed, senior research manager at National Geographic Channel and Fox International Channels, said: “While Sky News has recorded significant year on year daily growth, this is also reflected by other news channels including Euronews, BBC World and CNBC – a truly positive indication that pan-European news and business channels continue to thrive among a loyal viewer base.”