Date : 28.06.2007
Printable version

- New survey reveals widespread dissatisfaction with current news providers -

BBC World News has commissioned a national survey in the United States with Luntz Maslansky Strategic Research. The study, conducted among 1800 adults, including 300 opinion elite* respondents, provides fresh insights into attitudes towards international news across the country.

Among the key findings of this latest study, is a recognition of the importance of international news; nationwide frustration with the current offering; and a recognition that BBC World News supplies “news that no-one else does”. The cable viewing audience expressed high interest in the idea of a 24-hour international news channel with 64% of cable subscribers saying they would be interested in a 24-hour BBC news channel.

The survey follows previous audience research, conducted in New York by American pollster Frank Luntz in September 2006, which uncovered a “clear appetite for international news in the U.S.”

Richard Sambrook, CEO BBC World News says, “There has been unparalleled interest in international news in the U.S. since 9/11, and these latest nationwide research results clearly show BBC World News is compulsory viewing for anyone who wants to keep on top of global news and current affairs. The demand for the channel - which is known throughout the world for its depth of analysis – can only be encouraging news to cable operators across the U.S. who are looking to offer their subscribers and viewers the news behind the headlines from the world’s largest global broadcasting newsgathering operation.”

Commenting on the research findings, Frank Luntz concludes, “Americans increasingly recognise the importance of international news, and they perceive a gap between what they are getting, and what they need. This is an extensive project, covering both mainstream adults, and the valuable group we call the opinion elite*, and its conclusions are unambiguous. While neither group wants to watch international news all the time, both - and especially the elite - want access to international news all the time. For many Americans, BBC World News has the credibility and the commitment to international news they respect, and is in a unique position to provide unbiased coverage and unique perspectives of news they would otherwise miss, whenever they need it.”

Research breakdown:

1. The importance of international news:

• 65% believe it is extremely or very important to have access to international news.

• The study found that interest in international stories falls different ways. Terrorism is a prime interest for 62% of respondents – and cuts across party lines and age groups. By contrast, climate change is a prime interest of somewhat fewer - 58% - but opinion is more polarised with democratic voters (71%) far more interested than Republicans (39%). 35% are very interested in stories about China, which is far more important to those currently watching international news outlets (62%).

2. Frustrations with current news provision of international news:

• There is a significant gap in the amount of international news demanded, and what is being
supplied. While 65% would like at least a third of the output of their cable news channel to be international, only 37% feel they are getting that much.


• A remarkable 47% rate current coverage of international news as only fair or poor. The number rating international news as poor is greater than the 7% who rate it as excellent.

• The biggest frustrations with national cable news are too many tabloid stories (40% name it as their biggest or next biggest frustration), too repetitive (32%), biased (31%), and too much politics (20%).

• Top or second on their list of priorities for cable news providers is accurate and unbiased coverage (55%), offering all points of view (37%), and comprehensive (36%). Given this priority, it is striking that 43% believe that current channels are not effective, or only a little, at providing that unbiased perspective of world events.

• On their wish list, if they were themselves producing a news channel, would be less repetition (50%), a unique perspective (48%), and more global news (36%).

3. Comparing news providers

• While CNN has the highest top-of-mind reputation as a source of international news - 51% name it as their first or second choice - the BBC is ranked second. 24% name BBC World News, compared with 23% for Fox News, and 17% for local newspapers or the Internet. Among the opinion elite*, 32% name BBC World News, compared with 44% for CNN.

• BBC World News outscores CNN in terms of net credibility among the opinion elite*, with a score of +37% (those describing it as most credible minus those describing as least credible). The score for CNN is +13%, and for FOX News, -37%.

• Why is BBC World News ranked so highly? Its commitment to delivering news which would otherwise be missed. Asked which channels provide news that no-one else does, 41% named BBC World News, compared with 22% for CNN, 26% for Fox News, and 6% for MSNBC.

• Asked which news provider they would turn to for major economic and financial news from Asia or Europe, or for perceptions of American events from around the world, and BBC World News was ranked first.


For more details contact bbcworldpressoffice@bbc.co.uk