CNN en Español – Syndicated International Air Traveler’s Study.

CNN en Español has announced the results of the first wave of the IATS Global Media Study Latin America. The survey was conducted by a leading research agency, EDR (European Data & Research Limited), with the mission of gauging international air travel patterns and measuring the media habits and product consumption of international air travelers in Latin America.

CNN en Español released a number of key findings from the survey; among them were the following highlights:

· On a weekly basis CNN en Español reaches 45% of all international air travelers residing in Latin America; in an average week, CNN en Español reaches more international air travelers residing in Latin America than any other cable news channel. *

· CNN en Español reaches more heavy business air travelers on a weekly basis, defined as those having traveled for business purposes 6 or more times in the past 12 months. Approximately 63% of heavy business travelers are reached by CNN en Español in an average week. **

· International air travelers residing in Latin America who view CNN en Español are more likely than the average Latin American international traveler to be business owners, in top management positions, earn higher incomes, be corporate decision makers, purchase select upscale and high-tech luxury goods, as well as own financial products. ***

IATS Global Media Survey Latin America also exposed key information on media consumption among this elusive group; one of the most compelling figures reveals that 78% of all international air travelers residing in Latin America live in households that subscribe to pay TV – be it cable, satellite or microwave reception. *

In addition, IATS Global Media Survey confirms that CNN en Español delivers far more international travelers residing in Latin America than any other select upscale print media, including the region’s top local and international newsprint, weekly, bi-weekly, monthly and in-flight magazines. ****

· CNN en Español reaches approximately 5 times as many international air travelers residing in Latin America than the closest competing local and international newsprint publication.

· CNN en Español reaches over 2.5 times as many international air travelers residing in Latin America than the closest competing local and international weekly magazine.

· CNN en Español reaches over 6 times as many international air travelers residing in Latin America than the closest competing local and international bi-weekly magazine.

· CNN en Español reaches approximately 3 times as many international air travelers residing in Latin America than the closest competing local and international monthly magazine.

· CNN en Español reaches approximately 3 times as many international air travelers residing in Latin America than the closest competing in-flight magazine.

“We are extremely pleased with the positive results shown by CNN en Español,” said Pablo Verdin, research director for Turner Broadcasting System (TBS) Latin America, Inc. “This is the only survey of its kind to give an insight on media consumption and the behavior of international travelers in Latin America, and it proves that we have the loyalty of this very elusive and affluent target audience.”

Gretchen Colón, vice president of advertising sales, marketing and promotional licensing for TBS Latin America, added: “This study will become a key tool for advertisers when choosing the right media to reach their target audience. The research confirms why CNN en Español should be a key part of the media mix for top airline, hotel and luxury good advertisers.”

IATS Global Media Survey Latin America is a syndicated study recently conducted by EDR, a British-based market research company. The study was carried out among almost 8,000 multinational air travelers in the international airports of Buenos Aires, Caracas, Mexico City and Sao Paulo, with the survey universe defined as all adults aged 18+ traveling internationally on scheduled flights during the survey week. Previous IATS Global Media Surveys have covered Europe, Asia/Pacific and the Middle East.

*Base: International air travelers residing in Latin America (124,915)
**Base: Heavy business air travelers residing in Latin America (14,051)
***Base: International air travelers residing in Latin America who watch CNN en Español on at least a monthly basis (60,877) vs. average (indices) of international air travelers residing in Latin America.
****Base: International air travelers residing in Latin America who watch CNN en Español on at least a weekly basis (56,317) vs. average issue readership of top measured local and international newsprint, weekly, bi-weekly, monthly and in-flight magazines.