BBC World News is the #1 international news channel in affluent India

The channel is fastest growing amongst all international news channels according to the latest Ipsos PAX survey

February 14, 2012:

The latest Ipsos PAX survey (Q4 2010 - Q3 2011) shows that in India, BBC World News is the top international English news channel¹ and the fastest growing across all international news channels².

BBC World News is also shown to be the most watched international news channel (35%) amongst the evolved, upmarket audiences including affluent, Business Decision Makers and Top Management consumers³. The channel is also the most watched news channel amongst key audiences - thought leaders⁴, international flyers⁵ and car owners⁶. BBC World news viewers also have combined investments of US$8 bn.⁷

Sunita Rajan, Senior Vice President, BBC Advertising at BBC Worldwide News says: “This study shows that BBC World News is going from strength to strength across India. With such an amazing year ahead for international news, we're pleased that the channel continues to reach so many audiences throughout the region."

The Ipsos PAX study surveys international and local media consumption and product consumption among affluent adults and business professionals in the Indian cities of Mumbai, Delhi and Bangalore. The latest survey covers Q4 2010 to Q3 2011.

Base: Watched BBC World News in the last 1 week, 28% PAX Q4'10 - Q3'11 – India. ¹Based on weekly reach. ²Based on quarter on quarter reach. ³Top Management and Both (Affluent & BDM). ⁴Those who have performed at least 2 of the following functions (in the last 12 months) - Interviewed by media, Addressed a public conference, Had an article or paper published, Formulated a strategic business plan, Worked on international business strategies, Taken an executive decision that affects other departments in organisation, Lobbied with local or national government, Sat on an industrial/professional committee , Have an industry blog/ one that is industry related. ⁵1+ International trips in the last 12 months. ⁶Reach amongst car owning households. ⁷Total value of investments.

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