BBC the No 1 international news brand for Asia’s upmarket elite

These results are a reflection of the BBC’s increasing coverage of the Asia-Pacific region. With our recent investment in news and business editorial resources in Asia coupled with the recent our Power of Asia season... we hope this uplift continues."Joe Hall, Senior Manager, Business Insight
Date: 01.11.2011     Last updated: 18.03.2014 at 17.52
Category: BBC World News
The latest Synovate PAX survey (Q2 2011) shows another record viewing year for BBC World News and BBC.com, with the BBC being the number one international news brand consumed by Asia’s up-market elites.

The BBC has the highest international news reach among loyal audiences (45.4%) and is the only news brand that’s growing within this highly engaged sector. The weekly and daily combined reach from the BBC is up 18 per cent from last survey, whilst the monthly and daily combined reach (31.9%) is up by 25 per cent.

The BBC also holds the dominant reach among target audiences for Wealth Management, outperforming leading business media in Asia. BBC’s digital platform, BBC.com, impressively ranks as the #1 media website by PAX not only among up-market elites, but also among key target sectors such as Purchase Decision Maker, High Net Worth Individual, PMEB, Frequent Traveller and Opinion Leader.

Joe Hall, Senior Manager, Business Insight says: “These results are a reflection of the BBC’s increasing coverage of the Asia-Pacific region. With our recent investment in news and business editorial resources in Asia coupled with the recent our Power of Asia season, which featured across our online and on-air schedule earlier this year, we hope this uplift continues.”

The Synovate PAX study surveys pan-regional and local viewing, as well as product consumption, among affluent adults and business people in main cities in the Asia Pacific region. The latest survey covers third quarter 2010 to second quarter 2011.

Source: PAX 10 markets excluding Tokyo, 3rd quarter 2010 – 2nd quarter 2011. Based on monthly TV/digital reach.  Up-market elites are defined as individuals making US$15K+ personal monthly income. Loyal audience is defined as those who consumed media last month and yesterday or last week and yesterday.

BBC World News Publicity