BBC World flying high amongst international air travellers in Europe

BBC World, the BBC's 24-hour global news and information channel, has increased its viewership amongst international air travellers according to a new research survey carried out in Europe. The International Air Travellers Survey Global Media Survey - Europe 2001 (IATS), conducted at airports across Western Europe, reveals that the channel's audience has grown by over a quarter since the previous survey in 1998.

The survey was conducted at 26 airports in 16 of the major countries of Western Europe. The sample size was 55,700 travellers taking scheduled international flights, interviewed in October/November 2000. The main findings of the survey are:

* International air travel is growing sharply - up 20% since 1998.

* BBC World has overtaken Eurosport to become the second most-viewed channel among business travellers, with 17.1% tuning in each day

* BBC World has grown more in the past six years than any other channel - up 75%.

* BBC World reaches a higher proportion of frequent flyers than any other channel. 26% of BBC World viewers had made more than ten air trips in the last year - more than any other channel's viewers.

The average European traveller interviewed in the survey took seven international air trips in a year, and spent 70 days away from home.

Patrick Cross, Managing Director, BBC World, said: "We're delighted that BBC World has done so well again in this survey, continuing to grow every year in popularity and reach. International air travellers are a key target audience for BBC World, reflecting the importance of the channel to international business decision makers across the globe. The survey's results reflect the success of recent initiatives, such as the channel's emphasis on business and technology-related programming, which we have undertaken to appeal to this sector. These results should enhance the channel's appeal to advertisers wishing to reach this influential group of people most effectively."

Notes:


BBC World is the BBC's 24-hour international news and information channel, available in 178 million homes (76 million 24-hour homes) in 200 countries and territories worldwide. BBC World provides news, business and weather 24 hours a day, plus the best of the BBC's current affairs, documentary and lifestyle programming.

The International Air Travellers Survey is conducted by European Data and Research Ltd (EDR). The IATS is valuable for two reasons - it provides data among upmarket targets unwilling to take part in traditional research, and measures viewing while travelling, which is also not covered by peoplemeter panels.