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Annual Review 2005/06
 
 
Measuring our performance

BBC World Service is required to report a number of Public Service Agreement measures to the Foreign and Commonwealth Office annually as part of the accountability process.These measures support BBC World Service’s agreed objective to be the best-known and most-respected voice in international radio and online broadcasting.
BBC World Service to enhance its position as the best-known and most-respected voice in international radio and online broadcasting
Key Measures

Reporting against this target is to be informed by comparative information on Awareness, Reach, Objectivity and Relevance (AROR) scores for BBC World Service radio in relation to main international public service radio competitors/comparators (a minimum of one from among VoA, RFI, Deutsche Welle, RFE/Radio Liberty, where they are relevant for countries to which coverage relates).

1 Performance in markets covering around 75% of the global audience annually (annual surveys)

Awareness: percentage of people aware of BBC World Service
Reach: percentage of people who listen to BBC World Service weekly
Objectivity: percentage of listeners who say that the BBC ‘provides unbiased and objective news and information’
Relevance: percentage of listeners who say that the BBC ‘provides news that is relevant to me’


Nigeria
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 73.4 63.1 55 53.7 52
Reach 28.4 17.5 32 31.7 19
Objectivity - - 70 67.0 35
Relevance - - 70 61.0 33
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 91 90 85 82 75
Reach 43 39 60 52 32
Objectivity - - 60 70 37
Relevance - - 60 63 30


Egypt
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RMC BBC BBC RMC
Awareness 36.5 35.3 29 38.9 34.6
Reach 4.6 6.3 5 4.0 4.4
Objectivity 38.0 26.0 20 41.0 17.0
Relevance 19.0 20.0 18 23.0 15.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 67 64 70 78 78
Reach 15 11 17 25 19
Objectivity 46 31 30 38 23
Relevance 22 13 23 24 24


Kenya
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RMC BBC BBC RMC
Awareness 79.8 37.7 60 77.4 35.9
Reach 24.9 7.0 35 31.1 10.3
Objectivity 47.0 19.0 76 50.0 16.0
Relevance 33.0 16.0 65 34.0 13.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 96.4 71.5 86 92 61
Reach 33.0 18.6 55 46 12
Objectivity 49.0 16.0 75 50 11
Relevance 39.0 15.0 70 34 17


Tanzania
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC DW BBC BBC DW
Awareness 81.8 78.7 - 89.0 80.2
Reach 51.4 49.6 - 64.3 50.7
Objectivity 57.0 30.0 - 56.0 49.0
Relevance 38.0 35.0 - 43.0 32.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC DW BBC BBC DW
Awareness 95 92 - 99 88
Reach 78 68 - 87 67
Objectivity 58 39 - 68 53
Relevance 40 50 - 41 26


Pakistan
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 34.1 16.4 41 33.1 6.5
Reach 10.8 3.3 16 9.0 1.5
Objectivity 46.0 15.0 25 62.0 18.0
Relevance 42.0 21.0 43 55.0 16.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 78.0 41.0 71 - -
Reach 16.0 3.0 19 - -
Objectivity 44.0 - 26 - -
Relevance 27.0 - 45 - -

Cosmopolitan data are not available for 2005/06 because of problems with collecting the necessary demographic information in rural areas.


India
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 13.9 2.4 - 13.7 2.2
Reach 2.4 0.3 - 2.5 0.3
Objectivity 82.0 23.0 - 59.0 35.0
Relevance 62.0 13.0 - 53.0 36.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 71.0 20.0 - 52.0 19.0
Reach 23.0 5.0 - 10.0 1.0
Objectivity 78.0 17.0 - 68.0 -
Relevance 55.0 7.0 - 53.0 -

2004/05 awareness and reach figures come from a model combining data from a 2004 survey in five states with NRS data for remaining states; 2005/06 awareness and reach figures come from a model combining data from the 2004 survey in five states and a 2005 survey in West Bengal and Assam with NRS data for remaining states. Reputation figures for 2004/05 come from the five-state survey; reputation figures for 2005/06 come from the survey in West Bengal and Assam.


Bangladesh
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 65.9 51.9 45 67.8 50.2
Reach 14.6 7.9 16 9.3 4.8
Objectivity 76.0 40.0 85 61.0 36.0
Relevance 59.0 32.0 60 57.0 30.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 99.0 99.0 86 95.0 92.0
Reach 35.0 20.0 38 27.0 15.0
Objectivity 90.0 64.0 79 75.0 41.0
Relevance 73.0 51.0 50 70.0 32.0


Indonesia
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 18.2 4.6 9.5 20.2 6.0
Reach 2.9 0.6 3.5 4.1 0.7
Objectivity 50.0 11.0 39.0 54.0 42.0
Relevance 42.0 9.0 43.0 45.0 28.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC VoA BBC BBC VoA
Awareness 54.0 32.0 23.5 63.0 25.0
Reach 5.0 5.0 9.0 22.0 5.0
Objectivity 27.0 - 39.0 53.0 -
Relevance 29.0 - 55.0 49.0 -

Small base for BBC reputation data for cosmopolitans in 2004/05. Base too small for VoA reputation data for cosmopolitans in 2004/05 and 2005/06.


Russia
National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RL BBC BBC RL
Awareness 30.9 28.3 34.0 29.2 25.8
Reach 0.8 1.4 1.9 1.1 1.4
Objectivity 17.0 15.0 19.0 15.0 16.0
Relevance 14.0 21.0 14.0 22.0 22.0

Awareness/reach data based on model combining latest key cities study with previous national data.

Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RL BBC BBC RL
Awareness 65.0 58.0 53 68.0 59.0
Reach 1.6 3.0 4 6.0 11.0
Objectivity 18.0 14.0 16 - -
Relevance 12.0 21.0 19 - -


2004/05 data comes from surveys in key cities. 2005/06 data comes from surveys in Moscow and St Petersburg.
Small bases for reputation data for cosmopolitans in 2004/05; cosmopolitan bases too small to use in 2005/06.

Romania

National 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RFE BBC BBC RFE
Awareness 45.2 52.9 41.5 36.0 43.0
Reach 7.7 2.3 12.0 9.1 2.1
Objectivity 38.0 22.0 27.0 49.0 26.0
Relevance 32.0 18.0 26.0 44.0 23.0
 
Cosmopolitans 2004/05
Actual
2005/06
Target
2005/06
Actual
  BBC RFE BBC BBC RFE
Awareness 80.0 77.0 68.0 55.0 60.0
Reach 16.8 2.8 21.5 16.0 3.0
Objectivity 49.0 30.0 31.0 57.0 18.0
Relevance 46.0 29.0 24.0 47.0 13.0


Small bases for cosmopolitan reputation data in 2004/05.

Measuring our performance
Performance in markets covering around 75% of the global audience annually
Many voices, one world
 
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