Annual Review 2007/2008

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.

1. Global Radio Audience

1a. 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.

  2006/07
Actual
2007/08
Target
2007/08
Actual
Global 183 180 182
Regional      
Africa and the Middle East 83.0 82.0 86.0
Americas and Europe 17.9 18.0 16.8
Asia and the Pacific 82.2 80.1 79.1

1b. Awareness, Reach, Objectivity and Relevance

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. No surveys were carried out for Egypt, Tanzania, Pakistan or Indonesia in 2007/08.

In Romania, surveys were carried out in a limited number of cities therefore no national figures are available.

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

The following tables show BBC World Service performance in each of these categories:

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

Country Main international
radio competitor
2007/08
BBC World Service
2007/08
Competitor
Nigeria Voice of America 64.7 44.6
Kenya Voice of America 83.0 32.0
Bangladesh Voice of America 75.6 47.6
India Voice of America 12.1 1.9
Russia Radio Liberty 29.4 27.0

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

Country Main international
radio competitor
2007/08
BBC World Service
2007/08
Competitor
Nigeria Voice of America 33.7 18.8
Kenya Voice of America 32.5 6.5
Bangladesh Voice of America 14.5 6.5
India Voice of America 2.9 0.3
Russia Radio Liberty 0.7 1.1

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
2007/08
BBC World Service
2007/08
Competitor
Nigeria Voice of America 63 40
Kenya Voice of America 26 11
Bangladesh Voice of America 64 33
India (Note 1) Voice of America 69 n/a
Russia Radio Liberty 13 19

Note 1: Base too small for VoA reputational data.

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
2007/08
BBC World Service
2007/08
Competitor
Nigeria Voice of America 58 39
Kenya Voice of America 15 6
Bangladesh Voice of America 41 22
India (Note 1) Voice of America 60 n/a
Russia Radio Liberty 14 19