EMS Africa 2010 study, released on 24th June, measures the media consumption of 2.7 million top 15% income earners in five key African markets: Cameroon, Kenya, Morocco, Nigeria and South Africa where euronews speaks English, French and Arabic.
Audience: 1 out of 4 Africans watches euronews
euronews viewers and euronews.net users are very loyal to the channel; 671,000 of them watch the channel or visit the website every week, which is a quarter (24.6%) of the top 15% income earners.
Profile : euronews more upmarket than its main competitors
In Africa, euronews audience is typically 40 years old, well-educated decision-makers who are frequent travellers (1).
euronews community of viewers and users of its website clearly differentiate themselves from the one of CNN and BBC World News by its open-mindedness towards society and technology: 56% enjoy watching foreign TV channels, compared to 37% for CNN and 38% for BBC World News; 35% are early technology adopters compared to 30% and 31% for CNN and BBC World News respectively.
euronews is #2 to reach Europe – Middle East Africa combined
euronews subscribe to all 3 EMS surveys: EMS Europe, EMS Middle East and now EMS Africa. Advertisers can now have a full picture of euronews audience amongst an elitist universe of 50.5 million individuals.
With a total of 8.7 million viewers every week, euronews is the second most efficient international news channel to reach the elite in Europe, Middle East and Africa combined, close to CNN International, ahead of BBC World News and far ahead of the other international news channels (2).
“euronews has for the first time a full picture of its audience in Africa” said Olivier de Montchenu, Managing Director of Euronews Sales. “We can now demonstrate to international advertisers the strength and impact of euronews audience in an important part of the globe: Europe, Middle East and Africa. We are today a number 2 channel in EMEA and we will pursue our effort to convince more and more viewers to watch us, especially with our new language service in Turkish which launched last January and with the future one, Persian, to be launched at the end of 2010”.