INTERNATIONAL NEWS: European research aids TV ad sales

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