Ipsos survey: BBC is Australia’s #1 online international news brand

The BBC News brand is growing at least twice as fast as CNN, Bloomberg and CNBC among affluent audiences in APAC according to the latest release of the Ipsos Affluent Survey Asia Pacific (Q3 2017-Q2 2018).

BBC was also named as Australia’s #1 online international news brand among all affluent audiences and affluent millennials.

Jamie Chambers, regional director ANZ, said: “Against the backdrop of a polarised media environment and a growing demand for quality, impartial journalism that can be trusted, these latest results prove the value of BBC.com with audiences in Australia. Coupled with our recent investments into content effectiveness insights and new products like BBC Reel, our curated video platform, this provides advertisers with even more reason to partner with BBC.com to reach quality audiences at scale in an effective and premium environment.”

According to the Ipsos survey, the BBC in Australia is the #1 international news brand online reaching influential audiences including:

• BDMs
• Top management
• High income individuals
• High net worth individuals
• Senior Finance Decision Makers (CFO/Treasurer/ Financial Controller)
• Business opinion leaders
• IT decision makers
• Senior Government officials

The BBC also showed strength among travel and sports audiences being announced as #1 online international news brand among:

• Business travellers
• Leisure travellers
• Cricket fans
• Rugby fans
• Tennis fans