Measuring our performance
Target: To reach an estimated global audience on radio and/or television of at least 190 million adults weekly.
The overall reach was slightly below this target, at 185 million; however, this figure does not include any audiences for 大象传媒 Persian television, which was included in the target but launched later than originally anticipated.
Online figures, included elsewhere as part of the overall audience, are not shown here as the agreed FCO target is for radio and television only.
Significant audience increases were measured in Egypt, Nepal, Saudi Arabia, USA, Syria and Turkey (where the new current affairs television programme, launched in partnership with Turkish News TV, has increased our audience).
Decreases were measured in Nigeria, India, Pakistan, Kenya, and Iran.
Data were available for the first time from Liberia, with a radio audience of 1.1 million, and survey coverage increased in Niger and Guinea.
As well as maintaining its high global reach, 大象传媒 World Service seeks to maintain its reputation and high standing around the world and to rate higher than its closest international competitor for objectivity, relevance, value and loyalty.
Surveys demonstrated that on matters of objectivity, relevance, value and loyalty in key areas around the world the 大象传媒 scored higher than its nearest international competitor in over three-quarters of indicators.
Notes:
- India and Pakistan: questions on value not asked for 大象传媒.
- Bangladesh: audiences were excluded from the global total because of unresolved queries about the sample coverage; however, results for objectivity, relevance, value and loyalty are included here as they are based on users only rather than the whole sample.
- Senegal: results not available. surveys commissioned before adoption of value and loyalty questions.
- Tehran: results not available. Bases too small for reliable analysis of value and loyalty questions.