Annual Review 2005/2006 | Measuring our performance | Performance in markets covering around 75% of the global audience annually


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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

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.

Annual Review Home

International Governor's introduction

Director's overview

A year in review

Priorities for 2006-2008

Measuring our performance

Performance in markets covering around 75% of the global audience annually

Performance in four tracker countries/nine cities

Global weekly radio audience

Monthly online use

Level of online interactivity

Short-wave audibility

Number of capital cities with BBC World Service FM outlets

External income

Group Report

Management Board 2005/06

Financial review

Financial statements

Reports on compliance and regulatory matters

A year in brief

Further information

Downloads


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