New research has revealed that in the face of stiff competition, BBC World News was Asia’s fastest growing channel of its type in 2011 claimed to be the leading media site among key demographics, such as top earners.
The Ipsos PAX survey found that the BBC’s international news channel was delivering 8% more affluent Asian viewers than CNN, and more High Net Worth Individuals (HNWI) than the Bloomberg and CNBC business news channels combined.
In addition the survey of pan-regional and local media consumption and product consumption among affluent adults and business professionals in main cities in the Asia Pacific region revealed that the BBC.com digital platform was the leading media website measured by PAX not only among Asia’s top earners, but also among “highly caveat” targets such as HNWIs, Frequent Travellers and Opinion Leaders.
Commenting on the results of the survey, Colin Lawrence, Commercial Director for BBC World News said: “BBC World News has experienced great growth this year, recently having announced a 40 million increase in household distribution around the world. In addition, we have increased investment in our reporting from Asia. This included the launch of Newsday and enhanced business coverage for both television and online services. The latest PAX data shows momentum continuing across Asia and across platforms, reflecting what has been an incredibly important year for international news.”