1

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