The latest Ipsos PAX survey (Q4 2010 - Q3 2011) shows BBC World News as the fastest growing news channel in Asia(1) and continues to be the number one international news channel consumed by Asia’s up-market elites (2).
BBC World News is also shown to attract more High Net Worth Individuals(3) than any other international news or business channel (35.9%), out-delivering the combined reach of the two international business channels(4).
The BBC is also number one in cross-platform reach amongst upmarket elites, reaching 45.8% of affluent Asians via its TV or digital platforms. According to PAX, the BBC received the highest boost from the inclusion of its digital reach compared to other news brands in the region.
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 High Net Worth Individual, PMEB, Government Upper Grade, Frequent Traveller(5) and Opinion Leader.
Colin Lawrence, Commercial Director for BBC World News says: “This study shows that the BBC’s investment in the Asia region, such as our recent Power of Asia season and launch of Newsday, is having a direct impact. We’re so pleased that our high quality international journalism on both BBC World News and bbc.com is reaching record audiences across the region and that there is such strong velocity in our business."
The Ipsos PAX 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 Q4 2010 to Q3 2011.
Source: PAX 10 Markets (exclude Tokyo), Q4 2010 - Q3 2011.(1)Based on year on year daily reach. (2)US$10K+ personal monthly income. (3)Personal investment valued US$1mi+, (4)Bloomberg Television and CNBC. (5)Taken 6+ international air trips last year.
The study shows that the BBC’s investment in the Asia region, such as our recent Power of Asia season and launch of Newsday, is having a direct impact."