MUMBAI: BBC World viewership figures hitting an all-time high since the first quarterly PAX data in 2003, states through the latest Pan-Asia-Pacific Cross Media Survey [PAX], conducted in 11 markets in Asia-Pacific and India.

In a statement issued from BBC World, the BBC’s news and information channel has an audience of 1.2 million viewers per week in the survey universe (up 9 per cent year-on-year), and 2.5 million per month (up 21 per cent).

BBC World can now claim some significant milestones:

The largest audience – 34,000 each day – of high earners (with salaries of US$10k+ per month) among all Pan-Asian channels, an increase of 50 per cent year-on-year

#The fastest-growing audience among business travellers within Asia, with weekly reach growing 29 per cent to 188,000

# The fastest-growing audience among high earning (US10k+ per month) business travellers within Asia – 39.5 per cent tune in weekly (up from 20 per cent a year ago), just behind CNN’s 41.3 per cent. More than 50 per cent tune in monthly, just 1,000 viewers fewer than CNN, and three times CNBC’s audience, informs the official release.

BBC World’s audience profile also remains enviably upscale, its weekly audience including a higher proportion of BDMs and Top Management than CNN, and more frequent business flyers (6+) than any other channel.

BBC World Head of Research and Planning Jeremy Nye says: “These PAX results are a terrific endorsement for the recent editorial changes that we’ve been making on the channel, and a tribute to the professionalism of the journalists who create BBC World. Following so soon after IATS, and with the new survey, Media Brand Values to come, our advertisers and partners can see the clear benefits from the channel’s success. Our new Putting News First strapline and branding campaign leave us feeling even more positive about the future.”