BBC on crossing Offline and Online media
Posted by Manuela Barreto @ March 3rd, 2009 in Marketing Analysis
As pointed out on one of our previous posts, 77 attended BBC’s presentation of the European Media & Marketing Survey which highlighted, not only the facts and figures regarding BBC’s European viewership and reach, but also looked into BBC’s online audience, the digital tendencies and the power of online influentials.
Along the same lines, the survey discussed cross media usage in terms of ownership of devices which showed TV, mobiles and PCs as the top three devices owned by consumers, where a universe of 34.2m people declared they have a television set at home.
This leads to some important data depicting the crossover by consumers from offline to online over the past two years. According to the BBC, TV is still dominating over other types of media.
For instance, medium to heavy TV users made up 80.4% of the audience, while medium to heavy online users fell behind at 59.5%. Nonetheless, and going back to the crossover comment, internet usage arrived at a percentage increase of 80% compared to radio which racked up just 23% increase followed by newspapers and magazines with an 18% and 13% increase, respectively.
During a brief encounter with Lissa Leader, BBC Director for Central, Eastern, Souther Europe and LATAM, she was able to affirm that, “Our reach amongst Europeans for BBC World News and BBC.com is looking better than ever in comparison to our competitors. While the market has declined overall, we have remained steady or grown on a number of measures, which is very pleasing indeed. It also suggests that people turn to the BBC for reliable, independent news coverage in times of economic uncertainty.”
One thing is true, advertising and marketing online and offline have at least one thing in common, you must know your target audience and depending on the tools applied, whether traditionally or interactively, you’ll be able to reach the right market in the most efficient way.
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Comments
Lissa Leader, BBC Director for Central, Eastern, Southern Europe and LATAM , 77Lab
March 17th, 2009
[...] Lissa Leader offers us her views regarding BBC’s reach and online activities. To read more on the subject, please refer to our post, ‘BBC on crossing Offline and Online Media’. [...]