FIC Touts International Brand Strength

BALI: FOX has a 94-percent brand awareness amongst pay-TV subs across Europe, Asia and Latin America, outscoring the likes of Discovery, Disney and others in a recent survey, Hernan Lopez, president and CEO of FOX International Channels (FIC), announced in an address at the Asia-Pacific Pay-TV Operators Summit in Bali.

The study was commissioned by FIC and conducted by Phoenix Marketing International in 20 markets outside of the U.S. The channel brands FOX outscored included Discovery, Disney, Warner Bros. and Universal, as well as a range of local brands. The study included up to 24 channels across entertainment, factual, lifestyle and sports in each market. A total of 24,000 people responded.

In addition to FOX's high brand awareness, the survey found that 34 percent of respondents would switch platforms to have access to FOX. Viewers know they can turn to FOX for first-run U.S. series, many within hours of the American premiere. FOX's most recognizable franchises are The Walking Dead and The Simpsons.

“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," Lopez said.