The combination of strong programming rights and a marked growth in Central & East Europe have placed Eurosport as the leading multimedia video platform in Europe, according to the EMS Summer Survey.
Jean-Thierry Augustin, general Manager, TV distribution, rights acquisitions and development for Eurosport SA attributed the success of Eurosport and Eurosport 2 to strong programming rights including the Polish Ekstraklasa. “When the brand is strong it becomes an easier rendezvous. Eurosport is a great brand, but still has a great potential to accelerate. We also have a massive presence on the internet and also have smartphone applications.”
At 125.4 million households across Europe, and boosted by the dominance of free-to-air channels in Germany, Eurosport is the most widely distributed channel in Europe. In addition, Eurosport HD is in 14 million homes.
The survey, the only means of determining audiences on a pan-European basis, show Eurosport to be 12 percentage points ahead of nearest rivals MTV. Looking at the combined reach of TV channels, online and mobile services, Eurosport had a monthly reach of 55%, followed by MTV (43%), Discovery Channel (40%), CNN (39%) and National Geographic (38%).
Leading news channel CNN was ahead of BBC World News (37%), Sky News (32%) and Euronews (30%). Jonathan Davies, Executive Vice President, Advertising Sales, CNN International commented: “These results reinforce the benefits for advertisers in choosing CNN for their integrated campaigns. As news consumers’ habits evolve, the CNN brand demonstrates its strength in offering innovative cross-platform advertising solutions that reach an influential, elite audience.”
The EMS Survey, published twice a year (Summer and Winter) by the Amsterdam-based Synovate Research Group, measures audience reach among the main income earners in the top 20% of households across Europe.