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The survey showed that BBC World is watched each week by 27 per
cent of Europe’s senior business people. This amounts to more than
2.7 million viewers
The survey was conducted by IPSOS-RSL among upmarket adults 25+
across 16 European countries. The universe of 10.05 million represents
the top four per cent of the population in this region.
The survey enables advertisers and agencies to plan, optimise and
evaluate the performances of campaigns on TV channels, print and
in local media across the continent, covering the upscale adult
targets unavailable from traditional sources.
Europe 2004 also found that more executives watch BBC World
each day (3.1 per cent), week (14.3 per cent) and month (27 per
cent) than the two business news channels, Bloomberg and CNBC. Combined
their figures are three per cent daily; 11.9 per cent weekly and
21.8 per cent monthly.
BBC World also surpasses those channels’ combined reach among CEOs
(19.3 per cent weekly reach against their 16.8 per cent). Viewers
to BBC World tuned in 31 per cent longer than they had in 2003.
At 33 minutes per day, they now tune in 22 per cent longer than
they are to the beeb's American rival CNN. Viewers also watch BBC
World 50 per cent longer than they do Euronews or CNBC.
BBC World airtime sales director Jonathan Howlett said, "Last
month, EMS confirmed that BBC World was the fastest growing major
news channel and attracts the most loyal audience. Europe 2004 reinforces
this, with a significant increase in viewing levels for each viewer,
and our highest share of the news audience on any of the five Europe
2000 series surveys.
"We expect the European Business Readership Survey, in which
BBC World has invested for the first time, to confirm the trend
later this year."
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