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Fox outscores other channel brands: Study

MUMBAI: Brand Fox delivered 94 per cent brand awareness and beat out all competing channels for overall brand strength, according to a brand study undertaken by Fox International Channels (FIC) to measure the strength of channel brands in 20 countries outside of the United States.

According to the study, Fox outscored channel brands like Discovery, Disney, Warner Brothers and NBC Universal. Local brands were also included in the research.

The study polled pay-TV subscribers across Europe, Asia and Latin American and included up to 24 channels in each country across Entertainment, Factual, Lifestyle and Sports. The study comprised a total of 24,000 respondents.

In another key finding, 34 per cent of respondents said they would switch platforms for Fox – compared to a global average of 24 per cent for all leading brands in the study. FIC’s National Geographic Channel also scored highly at 32 per cent.

Respondents also agreed in large numbers that Fox brings them the best shows before other TV networks. “First on Fox” has been a key promise of Fox around the world, known for bringing ‘The Walking Dead’ to international audiences only hours after the US premiere. Additionally, a substantial part of Fox’s prime time schedule around the world is first-run series.

“It’s clear that pay TV subscribers value the “First on Fox” experience – so much that fully a third would switch platforms to get it,” said FIC president and CEO Hernan Lopez.

“When Phoenix set out to uncover how strongly connected viewers feel to major television brands, we had no preconceived notion about what the results would be.  Now we see clearly how strong the Fox brand is around the globe,” said Edye Twer, President of Converged Technology and Media at Phoenix Marketing International, which conducted the study on behalf of FIC.

The Phoenix Marketing International study also showed that Fox’s most recognizable program franchises are ‘The Walking Dead’ and ‘The Simpsons’.  Season four of ‘The Walking Dead’ just concluded with its highest rated finale ever.

Lopez also shared that in a separate worldwide ratings report for March 2014, the Fox channel outside the United States reached its highest viewership ever, up 15 per cent year on year, and up 9 per cent from February, and nearly double the viewership of Fox’s nearest global competitor.  This monthly ratings study aggregates PPM data from 34 countries.