Annual Review | 大象传媒 World Service

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	Output and performance measures

	1 Audience Size Number of adults listening in an average week, through direct and/or indirect broadcasting (in millions), excluding areas where measurement is not possible. Global totals are shown rounded to whole numbers; regional figures are shown rounded to nearest half million. The regional figures, therefore, may appear not to add up to the global total. National surveys are carried out in a range of countries every year in order to update the global audience figure and to assess performance amongst target audiences.


	Performance by Audience Segment In addition to the national surveys, tracking studies are carried out in major cities in a number of countries every year, measuring awareness, reach and trust amongst cosmopolitans and aspirants.

	The target segments:

	C –	Cosmopolitans; highly educated decision makers and opinion formers

	A –	Aspirants; those who aspire to improve their lives and for whom the World Service offers a vital link to the wider world

	IP –	Information poor; audiences who are deprived of free information for either political or economic reasons. (Data for this category will only be available when country-wide surveys have been carried out.)



Awareness – Percentage of respondents who are aware of 大象传媒 World Service broadcasts

Country	Survey coverage	1999/00 Actual		2000/01 Target		2000/01 Actual
		C	A	C	A	C	A


Africa and the Middle East
Nigeria	Lagos	90	76	90	76	99	94


Egypt (a)	Cairo	57	31	59	33	90	71


Americas
USA (Cosmopolitans only)	Boston, New York, Washington	82	–	82	–	96	–


Asia and the Pacific
India	Mumbai	57	41	59	41	87	46


EurAsia
Russia	Moscow, St Petersburg	85	85	85	85	89	88


Europe
Czech Republic	Prague	72	72	75	75	67	66


	a)	Egypt: Improved questionnaire design introduced in 2000/01.



Reach – Weekly combined audience in any language (% of sample)

Country	Survey coverage	1999/00 Actual		2000/01 Target		2000/01 Actual
		C	A	C	A	C	A


Africa and the Middle East
Nigeria (a)	Lagos	47.9	34.5	49.0	36.0	39.0	23.3


Egypt (b)	Cairo	8.0	5.3	9.5	7.0	25.3	12.6


Americas
USA (Cosmopolitans only)	Boston, New York, Washington	14.0	–	14.0	–	20.3	–


Asia and the Pacific
India	Mumbai	8.2	8.1	8.2	8.1	8.8	4.9


EurAsia
Russia	Moscow, St Petersburg	9.7	4.9	9.7	4.9	2.8	1.6


Europe
Czech Republic	Prague	6.4	7.8	7.0	8.0	9.9	2.7


	a)	Nigeria: Fieldwork carried out when Ray Power (FM rebroadcaster) was off air.

	b)	Egypt: Improved questionnaire design introduced in 2000/01.



Trust – Percentage of 大象传媒 World Service weekly listeners who say the 大象传媒 is ‘a source that I trust’. For reasons of sample size this measurement is only possible for cosmopolitans and aspirants combined.

Country (Cosmopolitans and Aspirants combined)	Survey coverage	1999/00 Actual	2000/01 Target	2000/01 Actual


Africa and the Middle East
Nigeria	Lagos	93	93	90


Egypt (a)	Cairo	78	78	91


Americas
USA (b) (Cosmopolitans only)	Boston, New York, Washington	(b)	–	86


Asia and the Pacific
India (c)	Mumbai	90	90	79


EurAsia
Russia (d)	Moscow, St Petersburg	47	50	55


Europe
Czech Republic (e)	Prague	86	87	74


	a)	Cairo: 1999/00 data based on listeners in last three months; 2000/01 data based on weekly listeners.

	b)	USA: Questions on trust could not be included in 1999/00 agency survey, but were included in 2000/01 survey.

	c)	India: 2000/01 data based on sample of listeners in last three months.

	d)	Russia: All data based on sample of listeners in last three months, as sample of weekly listeners was too small.

	e)	Czech Republic: All data based on sample of listeners in last three months, as sample of weekly listeners was too small.
	Other countries will be surveyed once every three years, contributing to the global audience estimate. Findings from this research will be reported regularly to the FCO.



Online Audience Monthly text and audio page impressions to the World Service and World News sites (millions)

	March 1999 Actual	March 2000 Actual	March 2001 Target	March 2001 Actual


Text page impressions:
World Service site	2.5	5.3	–	–


Audio page impressions:
World Service site	1.6	2.5	–	–


Combined text and audio page impressions:
World Service site	4.7	7.9	10.5	15.1


Combined text and audio page impressions:
World News site	–	16.3	19.5	24.2


Combined text and audio page impressions:
World Service site plus World News site	–	24.2	30.0	39.3


Monthly page impressions



	大象传媒 World Service site

	2000 Target	10.5m

	2000 Actual	15.1m

	大象传媒 World Service and World News sites combined

	2001 Target	30m

	2001 Actual	39.3m


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