Following the launch of Focus on Africa last month, the latest EMS Africa survey has shown BBC World News reaches more than half (50.2%) of affluent Africans every month. The survey revealed that BBC World News has a monthly reach of 79.8% in Uganda, 67.5% in Nigeria, 66.2% in Ghana, 60.4% in Kenya and 46.8% in South Africa.
EMS Africa also showed that 66% of BBC World News viewers in Africa are based in South Africa and Nigeria and the channel reaches influential audiences such as business decision makers, opinion leaders and top executives across the continent.
“The BBC has a vast amount of knowledge and experience in Africa, with correspondents living and breathing the stories that shape the continent’s future. BBC World News and BBC.com consistently reach a huge proportion of the key audiences advertisers are after and have done for some time.
“With the launch of Focus on Africa, we’re sticking with the continent as the African story continues to unfold,” says Jim Egan, director of strategy and distribution for BBC Global News.
Additionally, the BBC continues to demonstrate great strengths across digital platforms in Africa, with comScore saying BBC.com has the top reach of any international news site for the Middle East and Africa with 4.6-million unique users per month, 64% more than CNN.
Underlining the importance of mobile access to news in Africa, over a third of BBC.com’s mobile traffic originates from the continent, at an average of 16.1 page views per visitor.
The BBC already has deep roots in Africa, and this year it made investments to re-emphasise its commitment to the continent, with correspondents in 48 African countries; new BBC World News programmes such as Focus on Africa; and an Africa-focussed series of Rendezvous with Zeinab Badawi.
Focus on Africa is BBC World News’ first-ever dedicated daily TV news programme in English for African audiences and is presented by Komla Dumor and Sophie Ikenye. The programme covers everything from the major news from the continent to newest developments in business, technology and science. The programme also features Africa Beats, looking at the people behind Africa’s varied music scenes.
Source: EMS Africa 2012, Ipsos-Synovate.
Source: comScore, May 2012, Africa and Middle East data, General News Category.
Source: Source: Omniture Discover, Q1 2012 monthly average (Jan – Mar)
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