The PAX survey, conducted by Synovate, now covers eight countries across the Middle East which comprises of the *Gulf Co-op Council (GCC) and three other countries – Egypt, Lebanon and Jordan. In 2004, PAX surveyed only two countries – UAE and Saudi Arabia.
In the recent study, 56 channels were surveyed and 2,600 affluent adults and business decision-makers were interviewed between November 2005 and February 2006.
Survey results show in the Gulf (GCC), BBC World is the most watched global channel with a daily audience of 14.6%. CNN has a daily reach of 12.5%.
Across all eight surveyed countries, BBC World is viewed by more than one in ten PAX qualified adults each day (10.1%).
BBC World has a daily audience of 166,000 in the eight markets and double the audience of the next non-Arabic channel. These daily viewers have a combined annual income of almost US$1 billion.
PAX Middle East also measures the image of channels. Among weekly viewers BBC World is ranked ahead of all major international news channels for accuracy, for being credible, for being unbiased and engaging, and for understanding and being sensitive towards Arab culture.
Carolyn Gibson, BBC World’s vice president, sales says:
“BBC World is delighted there is now a large syndicated survey available in this region. The Middle East has long been a priority region for BBC World and it is rewarding to see that audiences are responding to our editorial commitment to the region, which includes programmes like Middle East Business Report. We have seen dynamic growth in our advertising revenues from the region and the results of this survey confirm the respect and strong position the brand enjoys.”
BBC World carries an extensive portfolio of regional and international advertisers headquartered in the MENA region, including Qatar Airways, Dubai Holdings, the Egyptian Tourism Board, Thuraya, and Kingdom Holdings.
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