The BBC has reinforced its position as the most popular news brand among Asia Pacific’s high net worth consumers. The latest Ipsos PAX survey says that BBC World News and bbc.com, BBC’s commercially funded international news and information services, had a larger reach than any of their competitors for combined television, online and mobile services.
The Ipsos PAX survey (Q4 2011 – Q3 2012) found that BBC World News and bbc.com rank as the #1 news brands in cross-platform reach among Asia Pacific’s high net-worth individuals (HNWIs). In reaching the #1 spot among this audience group, the BBC overtook CNN by posting the strongest increase in unduplicated reach across TV and digital.
In addition, BBC.com ranks as the leading digital news brand among top income earners, corporate executives and luxury product consumers in Asia Pacific according to PAX. This position is confirmed by comScore’s Media Metrix which also reports BBC.com as the #1 international news website in 2012 in APAC. Significantly, when compared to the last PAX survey published in October 2012, BBC registered the fastest growth in reaching Asia Pacific’s top managers who consume media content on mobile devices, such as tablets and smartphones.
Jim Egan, COO of BBC Global News Ltd says: “We are proud to be going from strength to strength in Asia and are particularly pleased with strong growth for bbc.com. As audiences increasingly rely on mobile devices for their news we continue to invest in our digital offer. On TV, BBC World News is fresh from kicking off 2013 with an entirely new look and feel –we are confident that the re-launch and the state of the art facilities from which we now broadcast will enhance our storytelling and enable us to present the world’s most important news to viewers in new, dynamic and engaging ways which audiences will love.”
The Ipsos PAX study surveys pan-regional and local media consumption and product consumption among affluent adults and business professionals in main cities in the Asia Pacific region. The latest survey covers Q4 2011 to Q3 2012.
Source: Ipsos PAX 10 markets (excluding Tokyo), Q4 2011-Q3 2012, Q3 2011-Q2 2012 and based on monthly reach %. Top income earners: Personal monthly income US$10K+. HNWIs: Individuals who own US$1mil+ in personal investment excluding properties. Corporate executives: employed by companies sized 500+. Luxury good consumers: own jewellery (US$1000+ per item). comScore Media Metrix, January – December 2012, unique user 000s.
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