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Dec 18, 2014
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BBC.com 2012Audience Insight Highlights
Attribute Detail
1 TRUST BBC.com is more likely than other websites to be associated with being trustworthy.
2 REACHBBC.com reaches 15m unique users in Europe (ex UK) and has the highest monthly reach of the
European Opinion Leader audience versus the other international news and business websites.
3 PROFILE
In Asia Pacific, BBC.com has a higher reach than any competing media websites across key targets such as
opinion leader, top income earner, e-commerce consumer, Influential policy maker, frequent traveler and
corporate executive.
4 GROWTHBBC.com has seen the highest YoY growth of unique users compared to any intl news and business
website to maintain it’s position of highest monthly reach.
5 GLOBALAccording to comScore, 75% of CNN online audience is in the USA. BBC.com has a far more global
distribution: APAC (21%), MEA (10%), Europe (26%) & US (39%).
6 STIMULATING BBC.com is the most stimulating brand in global news.
7 USA PRESENCE
BBC.com is the fastest growing news website in the US and grew monthly visitors by 38% over 2010-11.
This was the highest growth of its competitors (CNN, FoxNews, MSNBC, CNBC, Bloomberg &
BBCAmerica).
8 LOYAL 74% of BBC.com users don’t use another news site.
9 ENGAGEMENTBBC.com Europe visitors spend on average 12.5 minutes on the site per visit: 69% greater than the length
of time spent on CNN’s website by its visitors.
10 BUSINESS LEADERS The latest EMS Europe results show that BBC.com users are influential business leaders.
Source: Media Brand Values 2011 Globally ex UK against weekly users of websites. BBC.com Transferring Trust Summer
2010, EMS + CEMS Europe 2012, European Opinion Leaders Survey 2011 & 2007 BBC.com excludes those where place of
business is UK, PAX Q1-Q4 2011, PAX 10 Markets (exclude Tokyo), comScore Jan 2011 & Jan 2012 Global excl UK,
comScore April 2012 Based on CNN.com and BBC sites. BBC results exclude the UK, Mendelsohn 2011 Audience defined as
those that have visited BBC.com in the last month.
23
32
34
34
35
35
37
48
53
SkyNews.com
Euronews.net
Bloomberg.com
Reuters.com
FT.com
CNBC.com
CNN.com
WSJ.com
BBC.com
MBV: % of weekly visitors that agree the site is trustworthy
BBC.com is the most trusted international news website
Source: Media Brand Values 2011 Globally ex UK against weekly users of
websites. BBC.com Trust Test Summer 2010
Finance brands BBC brand advantage vs.
CNN Money.com
Website Ad shown on website
Authoritative +45% +3%
International +34% +9%
Credible +34% +12%
Trustworthy +40% +28%
As a website BBC.com is considered 40% more trustworthy by its users than CNN Money is by its own users.
An advertiser shown on both sites will be considered 28% more trusted if it appears on BBC.com – the difference coming solely from BBC brand associations
TRUST
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000 Europe ex UK unique users comScore Jan-Mar 2012 monthly average (millions)
Largest international news provider in EMEA ex UK…even if our competitors UK reach is
included
Source: comScore Q1 Jan – Mar 2010 monthly average
BBC.com reaches 15m unique users in Europe (ex UK)
Source: comScore unified Q1 Jan-Mar 2012 monthly average. Ages 15+
REACH
BBC.com strengthens its lead as the highest viewed websites among European
Opinion Leaders
24%
24%
20%
18%
18%
10%
9%
8%
8%
7%
7%
6%
5%
5%
19%
16%
15%
12% 1
5%
6% 8
%
5%
7% 9
%
0%
8%
6%
4%
2011
2007
BBC.com is the most visited international news website
Source: European Opinion Leaders Survey 2011. Audience/ Respondents: 31,400/1,691.
European Opinion Leaders Survey 2007. Audience / Respondents: 31,713/2,021. Based on those that have
ever visited the website. BBC.com figures exclude respondents where the place of business is in the UK
REACH
Source: BBC,CNN
PROFILE
BBC.com is the #1 international
media website in Asia. It receives the
highest reach across key targets, such as...
Source, (Universe / Sample): PAX 10 Markets (exclude Tokyo), Q1 - Q4 2011,
All Respondents (456,830 / 855). Based on monthly visits. Opinion Leader: conducted 3+ business
activities; Top income earner: PMI US$10K+, HNWI: investment valued US$1mi+,
Frequent traveller: took 6+ international air trips a year, employed by companies with 300+ employees,,
affluent adults who bought anything online last year.
OPINION
LEADER
FREQUENT
TRAVELERHNWI
TOP INCOME
EARNER
CORPORATE
EXECUTIVE
E-COMMERCE
CONSUMER
BBC.com has seen the highest YoY growth of any intl news and
business website to maintain its position of highest monthly reach
-6,000
-4,000
-2,000
0
2,000
4,000
6,000
8,000
10,000 comScore unique users YoY growth Jan 2011 vs Jan 2012 (Global ex UK)
Source: comScore Jan 2011 & Jan 2012. Based on monthly unique users Global excl UK
GROWTH
76%
7% 9%
4%4%
CNN.com audience composition
North America Asia Pacific Europe Latin America Middle East Africa
GLOBAL
Reach an audience outside of the US
Source: comScore April 2012, Based on CNN.com and BBC
sites. BBC results exclude the UK
37%20%
26%6%
11%
BBC.com audience composition
BBC.com most stimulating brand in global news
37%
30%
29%
26%
25%
24%
22%
22%
21%
21%
20%
20%
16%
BBC.com
Discovery.com
WSJ.com
CNN.com
CNBC.com
Bloomberg.com
Economist.com
Time.com
FT.com
Reuters.com
Forbes.com
SkyNews.com
euronews.net
Source: Media Brand Values 2011
Base: weekly users of each website (BBC.com excl UK)
STIMULATING
1. Sources: comScore February 2012 monthly average. Worldwide ex UK Competitor
set includes CNN.com, Bloomberg.com, CNBC.com & Euronews.com.
2. comScore panel only ages 15+, Europe ex UK, February 2012
BBC.com users are loyal
7 4%don’t use another news site 1
BBC.com visitors spend on average 12.5 minutes on the site
per visit: 69% greater than the length of time spent on CNN’s
website by its visitors 2
LOYAL &
ENGAGED
Source: BBC,CNN
Influential opinion leader
(189 index)
Involved in expenditure
€300k+ (186 index)
C-Suite
(137 index)
BDM
(170 index)
Worked on international
business strategy
(203 index)
Meet with colleagues from
abroad (195 index)
Set up a new business
(150 index)
Source: EMS + CMS Europe 2012. Monthly users of BBC websites. Europe ex UK
BBC.com users are influential business leaders