London, EMBARGOED UNTIL 24 June 2010- EMS Africa, a new survey covering affluent adults in five countries, has revealed that BBC World News reaches over half of them every month.
Covering a number of African markets – Nigeria, South Africa, Kenya, Morocco and Cameroon, EMS Africa provides data for advertisers and agencies looking to reach key consumers in these emerging economies.
According to EMS Africa, the monthly reach among individuals accessing both BBC World News and BBC.com is 53% across the whole survey, and the weekly reach is 41%. In Nigeria, the monthly reach is 76%, 64% in Kenya, 56% in South Africa and 37% in Cameroon. These are significantly higher than for similar surveys in Europe and Asia Pacific.
BBC World News has strengthened its editorial commitment to Africa in the past year, with the launch of Africa Business Report, a new programme reporting on the triumphs and challenges of doing business across the continent. The channel is currently offering viewers comprehensive coverage of the FIFA World Cup, working in close conjunction with colleagues from BBC World Service. Coverage across BBC World Service and BBC World News includes special interactive programming, connecting fans around the world, as well as a mix of news and current affairs and local, regional and international insights.*
Jeremy Nye, Head of Audience Insight at BBC Global News, says: “The BBC has attracted enormous and loyal audiences to the World Service in Africa for many years. While EMS Africa does not measure national audiences across the broad sweep of the continent, we are happy to support efforts to understand affluent Africans in these markets. This is the first survey of its kind, and the reach of BBC World News and BBC.com is higher than elsewhere. We hope that EMS Africa will expand in future years to track the behaviour of Africa's developing class of internationally-minded business-people and opinion leaders across more countries.”
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