The BBC is the top online international news brand amongst all affluent audiences in Australia for the second year in a row, according to the latest Ipsos survey of affluent audiences in APAC.
Across APAC, the BBC has also been named the fastest growing international news brand, having grown 6.8% year-on-year, and its international news channel, BBC World News was the fastest growing international news channel.
Alistair McEwan, SVP commercial development, APAC said: “With a competitive and ever-changing global media landscape, the need for impartial journalism and trusted news sources is becoming ever more important. Consumers are turning towards brands they know they can trust in Australia and across the world and these latest results prove the importance of the BBC brand in this market. Couple this with our increased investments into content effectiveness research and exciting new products across the platforms and we are providing more and more reasons for brands to partner with BBC Global News.”
The research also revealed that the BBC is Australia’s number one online international news brand for a range of affluent groups including all top management, business decision makers, high income individuals, affluent millennials, and amongst frequent international travellers.