MUMBAI: Result from the latest Pan-Asia-Pacific Cross-Media Survey (PAX) and Asian Media Brand Values study indicates that audience figures confirm the strength and relevance of international news channels and, particularly, of BBC World to the region's elite.
In a statement issued by BBC World, PAX points out that BBC World's monthly audience has risen by 34 per cent year-on-year among affluent and influential viewers in Asia-Pacific. The new Asian Media Brand Values study, issued for the first time, sees respondents praising BBC World for the quality of its output and the trust they have in the channel.
In case of PAX, BBC World has enjoyed steadily rising audiences:
o Watched every month by over 2.5 million of Asia Pacific's influential and affluent, an increase of 666,000 [34 per cent ] viewers year-on-year.
o In the past year, across the 11 markets surveyed, BBC World has gained 52,000 viewers a day, 251,000 a week and 666,000 a month.
o In terms of markets, BBC World has seen double-digit growth in weekly audience in India [up 99 per cent ], Bangkok [up 67 per cent], Singapore [up 33 per cent], and Tokyo [up 23 per cent].
o The number of exclusive daily viewers who watch BBC World and neither CNN nor CNBC jumped 58 per cent to more than 75,000.
o BBC World continues to attract the largest audience among high-earning leisure travellers in Asia, with 16 per cent tuning in daily, 50 per cent more viewers than for any other regional channel.
o BBC World also has the highest reach among the frequent holiday travellers (6 + trips), reaching 1 in 4 of them every week.
This is now the ninth release of PAX data in October, and based on the original seven markets, BBC World has achieved its largest audience since PAX started in 1997
o BBC World has 180,000 weekly business decision-maker viewers in PAX, a weekly reach of 15.6 per cent , and the most it has ever achieved.
o By comparison CNBC's latest decline in audience means it has lost more than half of its audience in five years.
o Viewing to CNN remains 18 per cent below its peak in 2000, and with its second lowest October PAX release.
BBC World's weekly audience includes the highest proportion of business decision- makers [35 per cent of viewers], testimony to the fact that the channel is as targeted to business executives as the dedicated business channels.
The first Media Brand Values Asia survey confirms the key factors driving the growth of the channel. Of the 15 media brand dimensions included in the survey, the quality of the editorial, the levels of trust and the perceived influence of the channel were cited as the main strengths of BBC World. The image of the channel is even stronger among top management viewers.
BBC World research head Jeremy Nye says: "Unlike its main competitors, BBC World is enjoying its largest ever audiences in Asia. These record PAX audiences reflect the quality of the channel as perceived by affluent audiences and business decision-makers, while Media Brand Values confirms that regular viewers to international news channels not only find BBC World more impartial and objective than its competitors, but top management enjoy it more as well."
