Source: EMS Africa, 2012

• BBC World News is available in 8.2 million households in Africa¹.
• 77% of monthly viewers watch the channel every week and 33% view daily².

• Average age: 43²
• Male/female: 69% / 31%²
• Affluent: BBC World News viewers earn an average of €44,234 per annum, €2,228 higher than average²
• Influential: 21% more likely than average to be a business decision-maker²
• Information hungry: 92% value exploration and discovery²
• Frequent travellers: Took an average six flights in 2011²
• Luxury spenders: Nearly seven out of ten BBC World News viewers have bought at least one luxury item in the past year³
• Early adopters: 70% are always among the first to have technologically innovative products²
• Love sports: Nearly one in five visited six or more sporting events last year²

¹  BBC Distribution Report, March 2013
²  EMS Africa 2013. Target is BBC monthly audience (1,654,000 / 1,292)
³  EMS Africa 2013. Target is BBC monthly audience (1,654,000 / 1,292). Respondents who had bought a fragrance costing over €75, designer suit or dress costing over €1,000, a briefcase or handbag over €500, a pair of shoes or boots over €500, jewellery over €1,500, holiday over €1,500, or a watch.