BBC World strengthens cachet among upmarket Europeans

MUMBAI: This is a piece of news that should be of great interest to European companies that advertise on television. BBC World is going from strength to strength in Europe. It announced that it has been the only news or business news channel to grow its monthly audience in the past year in the continent.

The beeb quoted the fifth release of the Europe 2000 series of research data.



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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