survey finds BBC World is fastest growing news channel in Asia Pacific
latest International Air Travellers Survey (IATS) Asia-Pacific 2002
confirms that BBC World is the fastest growing international news
channel in the region. The study measures the viewership of international
television channels and readership of international publications
among international air travellers.
the previous survey in 2000, BBC World viewership has grown by 6%
to 13%, while other channels have suffered - CNN dropped by 24%
from 26.1% to 19.8% (following a 13% drop the previous year), and
CNBC are down by 34% from 10.4% to 6.9%.
channel's strength among key audience targets such as frequent business
flyers and long-haul holiday-makers is demonstrated by its ranking
of second among frequent business travellers* (23% daily reach),
and BBC World was also ranked first - ahead of CNN - among Europeans
holidaymaking in Asia (daily reach - BBC World 21% and CNN 19%).
IATS survey included Japan for the first time where BBC World ranked
second out of the eight channels among those interviewed in Osaka
airport (5.4% daily reach).
visitors travelling to Asia from the rest of the world, the gap
between those watching BBC World and CNN has narrowed by more than
half. BBC World now has more viewers each day (13.0%) than CNBC
attracts in a month (12.8%).
terms of audience profile, BBC World's monthly viewers are more
likely than those of CNN to be frequent flyers (36% fly 6+ trips
per year), to be flying first or business class (18.1%) and to be
involved in business purchase decisions (50%).
growth in audience reflects BBC World's increasing distribution
in households and hotels across the Asia Pacific region as well
as its investment in business news and travel-related programming
for the region.
has always been an important part of our viewers' lives and BBC
World has reflected this in its schedule with award-winning weekend
travelogue programmes such as Michael Palin's Hemingway Adventure,
Great Railway Journeys and Benedict Allen's Edge of Blue Heaven
all forming part of our on-going VOYAGER strand. We have combined
this with the weekly travel business programme, Fast Track, for
business travellers alongside the popular leisure series Holiday,"
said Jeremy Nye, Head of Research and Planning, BBC World.
on the research findings, Jonathan Howlett, Director of Airtime
Sales, BBC World, said, "We are delighted with the latest results.
They confirm that among the most elusive business-people and most
sought after travellers in Asia-Pacific, BBC World is going from
strength to strength, at the expense of other news channels."
in mind that this survey was conducted before the launch of our
programme Fast Track, we expect this upwards trend to continue.
People who travel are clearly turning from other international channels
to BBC World, whether for its travel content or simply in recognition
of its core values of impartiality and depth which make it an indispensable
source of information to those on the move," he added.
Asia-Pacific 2002 is a syndicated research study conducted by EDR.
IATS Asia-Pacific 2002 was carried out in June and July 2002 among
a sample of 11,615 travelers aged 18+ departing on scheduled international
flights from eight major airports: Bangkok, Hong Kong, Jakarta,
Kuala Lumpur, Osaka, Seoul, Singapore and Taipei.