CNN Dominates International News Viewership In Africa

Ipsos latest EMS figures show CNN as the leading international news brand in the Middle East and Africa, reaching a larger audience than all their news competitors in every metric on TV, digital and cross-platform across both regions. 

Via TV and digital platforms CNN reaches 59% of Africa’s upscale population and 37% of higher income populations in the Middle East each month. Weekly reach is 52% in Africa and 24% in Middle East, and daily reach is at 32% and 11% respectively. This has resulted in CNN being named the international news brand with highest cross-platform monthly reach in the EMS Europe survey.

With CNN’s Africa scope being 55% monthly, 48% weekly, and 28% daily, and Middle Eastern reach being 32% monthly, 19% weekly and 9% daily, CNN International supersedes Sky, CNBC, BBC, Bloomberg and Euronews across both regions. 

With 11% monthly reach in the Middle East and 23% monthly reach in Africa, CNN Digital (combined CNN.com, CNN Money, and in the Middle East CNN Arabic) is also ahead of international news competitors in both markets. CNN’s mobile performance in Africa is strong, with 10% of Africa’s higher income populations using CNN on mobile monthly.

CNN is also unrivalled amongst international news players in reaching all crucial higher income audiences consisting of: Business Decision Makers (71% cross platform monthly reach in Africa; 40% Middle East), Opinion Leaders (79% Africa, 41% Middle East), C-Suites (63% Africa, 44% Middle East), High Income Earners (75% Africa, 35% Middle East), and International Business Travelers (76% Africa, 40% Middle East). 

“Africa and the Middle East continue to be strategically important regions for all news channels given the coverage of stories arising from them,” said Rani R. Raad, Chief Commercial Officer, CNN.  

“Equally, from a commercial perspective, CNN has an unrivaled track record across these regions as we build successful long-standing partnerships and relationships across all sectors. Even though business leaders and opinion formers can choose from an ever greater number of content providers, this latest data shows that they are coming to CNN more than anyone else for unparalleled, unrivaled and objective news and information.”