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Annual Review 2004/05
 
 
Measuring our performance - Global Radio Audience

Average weekly audience (millions)

Number of adults listening in an average week, through direct and/or indirect broadcasting via partners, excluding areas where measurement is not possible. Global totals are shown rounded to whole numbers; regional figures are shown rounded to nearest half million. The regional figures, therefore, may appear not to add up to the global total.

National surveys are carried out in a range of countries every year in order to update the global audience figure and to assess performance among target audiences. Surveys are carried out annually in countries covering around 75% of the global audience, with other countries being surveyed periodically.

  2003/04
Actual
2004/05
Target
2004/05
Actual
Global 146 153 149
Regional      
Africa and the Middle East 68.5 63.0 66.0
Americas 13.0 11.5 11.8
Asia and the Pacific 47.5 54.0 53.2
EurAsia 7.0 10.0 10.0
Europe 9.5 14.5 7.9


Awareness, Reach, Objectivity and Relevance

National surveys include data on awareness, reach, objectivity and relevance, both for BBC World Service and for international public service radio competitors. This data will be reported annually to enable trends to be identified over time.

Awareness

Percentage of adult population who are aware of BBC World Service/main international radio competitor.

Country Main international
radio competitor
2004/05
BBC WS
2004/05
Competitor
Nigeria Voice of America 73.4 63.1
Egypt Radio Monte Carlo 36.5 35.3
Kenya Voice of America 79.8 37.7
Tanzania Deutsche Welle 81.8 78.7
Pakistan Voice of America 34.1 16.4
Bangladesh Voice of America 65.9 51.9
India Voice of America 13.9 2.4
Indonesia Voice of America 18.2 4.6
Russia Radio Liberty 30.9 28.3
Poland Deutsche Welle 22.9 3.9
Romania Radio Free Europe 45.2 52.9


Reach

Percentage of adult population who listen to BBC World Service/main international radio competitor weekly.

Country Main international
radio competitor
2004/05
BBC WS
2004/05
Competitor
Nigeria Voice of America 28.4 17.5
Egypt Radio Monte Carlo 4.6 6.3
Kenya Voice of America 24.9 7.0
Tanzania Deutsche Welle 51.4 49.6
Pakistan Voice of America 10.8 3.3
Bangladesh Voice of America 14.6 7.9
India Voice of America 2.4 0.3
Indonesia Voice of America 2.9 0.6
Russia Radio Liberty 0.8 1.4
Poland Deutsche Welle 1.9 0.4
Romania Radio Free Europe 7.7 2.3


Objectivity

Percentage of listeners who say that BBC World Service/main international radio competitor "provides unbiased and objective news and information".

Country Main international
radio competitor
2004/05
BBC WS
2004/05
Competitor
Nigeria Voice of America -* -*
Egypt Radio Monte Carlo 38 26
Kenya Voice of America 47 19
Tanzania Deutsche Welle 57 30
Pakistan Voice of America 46 15
Bangladesh Voice of America 76 40
India Voice of America 82 23
Indonesia Voice of America 50 11
Russia Radio Liberty 17 15
Poland Deutsche Welle 58 -
Romania Radio Free Europe 38 22


Relevance

Percentage of listeners who say that BBC World Service/main international radio competitor "provides news that is relevant to me".

Country Main international
radio competitor
2004/05
BBC WS
2004/05
Competitor
Nigeria Voice of America -* -*
Egypt Radio Monte Carlo 19 20
Kenya Voice of America 33 16
Tanzania Deutsche Welle 38 35
Pakistan Voice of America 42 21
Bangladesh Voice of America 59 32
India Voice of America 62 13
Indonesia Voice of America 42 9
Russia Radio Liberty 14 21
Poland Deutsche Welle 32 -
Romania Radio Free Europe 32 18


* Nigeria data on objectivity and relevance not available.

Measuring our performance
Global Radio Audience
 
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