Europe 2000 TV has unveiled its first research into European TV
viewing habits, revealing that pan-European television (PETV) takes up
more than half of the average daily minutes of total TV consumption.
The research, which offers much greater detail in terms of people's
viewing habits than previous European TV surveys, aims to help agencies
plan their ad campaigns. It was carried out using a sample size of 7,370
people in European countries who are key consumers and business
decision-makers.
While viewers spend 114 minutes a day on average watching TV, PETV
accounts for 58 minutes of viewing time and 49 minutes are spent
watching PETV news. The consumption of PETV is greatest in the evening,
with 59 per cent of all PETV viewing taking place between 7pm and
midnight.
PETV news during breakfast is an essential part of the European TV
market, with this genre of programming accounting for more than a
quarter of viewing between 6am and 9am.
In terms of reach for the key pan-European channels, the sports channel
Eurosport and news channel CNN International top the viewing stakes in
terms of monthly, weekly and daily reach.
On a monthly basis, both channels dominate with a 37.7 per cent reach,
compared with 23 per cent for Euronews, 20.8 per cent for BBC World.
Looking at reaching daily audiences, Eurosport hits 4.4 per cent of
homes, compared with 3.9 per cent for CNN. BBC World lags behind with
1.6 per cent.
