Sonia Marguin, Head of Research at Euronews and Chairperson at inTV, comments, “With so much instant information, clutter and fake news, time-squeezed affluent consumers are being more selective about which media brands they use. They really value the impartial content provided by international TV channels and so are more likely to engage with them than national TV brands. That’s why, when looking at the international TV channels within the inTV group, we reach 86% of C-Suite Europeans.”
The trust and esteem that upscale consumers put into international TV channels also represents an opportunity for advertisers who, with issues around brand safety and ad fraud, are demanding more control over where their ads are being seen and who is seeing them. International TV channels offer them a quality environment in which to appear, along with a much more senior and upscale target audience of wealthy consumers such as C-Suites, high income earners, owners of luxury goods and frequent flyers. The target audiences below register an index advantage at least 49% higher for viewers of international TV channels compared to non-viewers:
A survey of 28,000 affluent European consumers, shared exclusively with Campaign, was carried out by Ipsos and commissioned by inTV Group, a promotional organisation for international television broadcasters, whose members include BBC World News, France 24, euronews, National Geographic, Sky News and CNBC.
Among respondents to the survey, 83% rated international TV channels as “trustworthy”, while 78% considered them to be “impartial or unbiased”.
When comparing brand sentiment, international TV channels scored at least 39% over national TV broadcasters for all attributes in the survey, including whether they were high quality and informative.
These sentiments were accentuated among the most affluent, C-suite audience, with an annual income in excess of €250,000 (£220,000).
Sonia Marguin, head of research at Euronews and chairperson at inTV, said: “With so much instant information, clutter and fake news, time-squeezed affluent consumers are being more selective about which media brands they use.
“They really value the impartial content provided by international TV channels and so are more likely to engage with them than national TV brands.”
First published in Campaign in November 2017