BBC the No 1 international news brand for Asia’s upmarket elite

The latest Synovate PAX survey (Q2 2011) shows another record viewing year for BBC World News and, with the BBC being the number one international news brand consumed by Asia’s up-market elites.

The BBC has the highest international news reach among loyal audiences (45.4%) and is the only news brand that’s growing within this highly engaged sector. The weekly and daily combined reach from the BBC is up 18 per cent from last survey, whilst the monthly and daily combined reach (31.9%) is up by 25 per cent.

The BBC also holds the dominant reach among target audiences for Wealth Management, outperforming leading business media in Asia. BBC’s digital platform,, impressively ranks as the #1 media website by PAX not only among up-market elites, but also among key target sectors such as Purchase Decision Maker, High Net Worth Individual, PMEB, Frequent Traveller and Opinion Leader.

Joe Hall, Senior Manager, Business Insight says: “These results are a reflection of the BBC’s increasing coverage of the Asia-Pacific region. With our recent investment in news and business editorial resources in Asia coupled with the recent our Power of Asia season, which featured across our online and on-air schedule earlier this year, we hope this uplift continues.”

The Synovate PAX study surveys pan-regional and local viewing, as well as product consumption, among affluent adults and business people in main cities in the Asia Pacific region. The latest survey covers third quarter 2010 to second quarter 2011.

Leave a Reply