BBC retains title as #1 choice for Asia Pacific’s premium audience

MUMBAI: The BBC’s international news offering has cemented its leadership position amongst Asia Pacific’s high income earners. The Ipsos Affluent Survey Asia Pacific for Q3 and Q4 2013 reveals that the BBC’s cross-platform news brand, which includes 24 hour global news channel BBC World News, and, which offers up-to-the minute international news and in-depth analysis, is the top choice for premium audiences for the fourth year running.  The survey shows that the BBC has extended its lead over its competitors in the past 12 months.  It also reveals that BBC World News is most effective for reaching the top tier of earners as it has more viewers from this much-coveted demographic than any other news channel.

The new research also shows that the BBC has reinforced its reputation as the most trustworthy and insightful news brand in Asia, and that it is recognised for offering the highest quality journalism of any news channel or print title.

Jim Egan, CEO of BBC Global News Ltd, says, “In the past 18 months we have implemented an ambitious strategy to bring our international news operations together into an integrated offer for global audiences. These latest results show that our strategy is yielding rewards and that our target audience has welcomed the increased investment across TV, online and mobile, together with our ongoing commitment to providing the most comprehensive news and current affairs content for the Asia Pacific market.”

He added, “In terms of overall reach we’ve made great gains within our competitive set but, even more importantly, these figures show that we are way ahead in terms of the coveted premium audience.  As the leader in global breaking news, with bureaux across the region, we welcome the confirmation that the BBC remains the brand of choice for discerning audiences looking for a trusted and truly global perspective on the world’s most important stories.”

The popularity of BBC World News is further reflected in the finding that, for the first time, it is the most popular channel for frequent business travellers watching from their hotel rooms.

The survey also reveals that mobile has played an important role in the recent results.  It shows that the BBC was the number one news brand across apps and mobile for premium audiences.  These IASAP findings support a recent BBC World News and global mobile study into the usage of mobile devices by affluent consumers which emphasises the growing trend for news consumption on mobile platforms.

The IASAP study surveys pan-regional and local media consumption and product consumption among affluent adults and business professionals in main cities in the Asia Pacific region. The latest survey covers Q3-Q4 2013.

Source: Ipsos Affluent Survey Asia Pacific, Q3-Q4 2013, Q1-Q4 2012, Q1-Q4 2011, Q1-Q4 2010. Based on monthly reach % to one-decimal point unless otherwise specified. Cross-platform news brand/total brand reach: TV/website/mobile reach.  Premium audience/high income earners: personal monthly income US $10K+ (N=405; projected universe of 232,600).  Frequent business travellers: taken international business trips 3+/6+ last year (N=941/339; projected universe of 618,312/183,679). 

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