BBC World has achieved its largest-ever audience among the most affluent individuals and business decision-makers in the Asia-Pacific region, according to the latest release of PAX (Pan Asia-Pacific Cross Media Survey) data.
PAX is conducted by Synovate and covers 11 markets in Asia-Pacific – Tokyo, Seoul, Taipei, Hong Kong, India, Singapore, Kuala Lumpur, Manila, Jakarta, Bangkok and Australia.
According to the survey, during the year ending September 2005, 1.5 million affluent adults saw BBC’s international news channel each month. This is a year-on-year increase in daily viewership of 172,000; in weekly viewership of 442,000; and in monthly viewership of 757,000.
Sunita Rajan, BBC World’s Vice-President, Sales, for Asia and Australia, said, “Once again the PAX survey demonstrates outstanding growth for BBC World across Asia-Pacific with record-breaking figures for our reach among business decision-makers. In fact, while our leading competitors are replacing viewers lost since 2000, BBC World’s audience in the seven markets covered by PAX since 1997 is higher than ever. It is a terrific reward for the editorial team, who have covered so many major global news stories in the past year, but also for our many advertisers, sponsors and partners who have benefited.”
The research also revealed that BBC World is watched by 10.6 per cent of the survey universe in Asia-Pacific each week, thereby showing an increase of 34 per cent. The reach among those defined as ‘top management’ even higher, at 14.4 per cent, increasing by 53 per cent year-on-year. The viewing of BBC World has risen in every single market included in the data, with the greatest increases in Tokyo, India and Bangkok.
The survey also highlighted the fact that BBC World has remained the only channel to reach more than 10 per cent of high earners ($10,000 personal income per month) in the 10 markets outside Japan, each day.