Source: BBC Distribution Report, May 2012

• 28.5% of the most affluent Australians watch BBC World News every month. Half of these watch the channel every week and 13% view daily².

Source: BBC Distribution Report, May 2012

• Average age: 46
• Male/female: 54% / 46%
• Affluent: US$2.6 billion total income per month
• Influential: Reaches over one in three of Australia's business decision-makers
• Information hungry: 94% value exploration and discovery⁴
• Frequent travellers: Took an average three flights last year
• Luxury spenders: Nearly a quarter plan to buy at least one luxury item in the next 12 months⁵
• Early adopters: 47% are early adopters. 47% own a smartphone⁶
• Love sports: 36% attended/watched/read about three or more sports last year⁷ 

¹ BBC Distribution Report, May 2012

² PAX Q1 2011 - Q4 2011 target Australia (1,349,000 / 2,184)

³ PAX Q1 2011 - Q4 2011, PAX (1,349,000 / 2,194). Target is BBC World News monthly viewers (357,716 / 678) :

⁴ Agreed to either of “It is important to have an international perspective” or “I pride myself on being well informed and up-to-date” or “I am interested to explore more about the culture of other countries” or “I keep updating myself on the latest global financial situation”

⁵ One of: designer clothes & leather goods over US$500, designer accessories & footwear over US$500, jewellery over US$500 or luxury watch over US$500

⁶ Agreed to either of “I'm often one of the first to buy a new product/gadget” or “Keeping up with modern technology is a key to my success” 

⁷ All activities listed have been carried out in last 12 months