BBC World News is Asia's fastest-growing1 international news channel. BBC World News continues to lead the competition as the number one news channel consumed by Asia's top earners2, delivering 8% more affluent viewers than CNN. The latest PAX results show more High Net Worth Individuals3 in Asia watch BBC World News than the two business news channels Bloomberg and CNBC combined.
Source: Ipsos PAX 10 Markets (excluding Japan), Q1-Q4 2011 and 2010, monthly TV viewership/website usage unless otherwise noted.
1 Based on year on year daily reach
2 US$10k+ personal monthly income
3 Personal investment valued over US$1 million.
- BBC World News is available in 62.9 million households in Asia-Pacific4.
- Around one in five affluent audiences in Asia-Pacific watch BBC World News every month. 62% of these watch the channel every week and 25% view daily5.
Source:
4 BBC Distribution Report, May 2012.
5 Ipsos PAX 10 markets (except Japan), Q1-Q4 2011
- Average age: 43
- Male/Female: 53% / 47%
- Affluent: US$12.8 billion total income per month
- Influential: 33% are Business Decision-Makers
- Engaged: Total hours viewed BBC World News in past seven days – 1,876,681 hours
- Information hungry: 90% value exploration and discovery*
- Frequent travellers: Took an average of five flights last year
- Luxury spenders: About 49% have bought at least one luxury item in the past year**
- Motor enthusiasts: 2.4 million cars owned
- Early adopters: 78% are technologically minded. 44% own a smartphone #
- Love Sports: 26% more likely than regional average to visit three or more sporting events each year***
Source: Ipsos PAX Q1-Q4 2011 (9,927,000 / 19,172). Target is BBC World News monthly viewers (1,992,903 / 4,428)
* Agreed to either of “It is important to have an international perspective” or “I pride myself on being well informed and up-to-date” or “I am interested to explore more about the culture of other countries” or “You keep updating yourself on the latest global financial situation”
** One of: designer clothes and leather goods over US$500, designer accessories & footwear over US$500, jewellery over US$500 or luxury watch over US$500
# Agreed to either of “I'm often one of the first to buy a new product/gadget” or “Keeping up with modern technology is a key to my success” or “I'll buy a new product or service if it makes my life more enjoyable”
*** All activities listed have been carried out in last 12 months