Source: EMS Africa, 2012

• BBC World News is available in 8.2 million households in Africa¹.
• 77% of monthly viewers watch the channel every week and 33% view daily².

• Average age: 43
• Male/female: 69% / 31%
• Affluent: BBC World News viewers earn an average of €44,234 per annum, €2,228 higher than average
• Influential: Reaches 61% of Africa’s business decision-makers
• Information hungry: 92% value exploration and discovery
• Frequent travellers: Took an average six flights in 2011
• Luxury spenders: Nearly seven out of ten BBC World News viewers have bought at least one luxury item in the past year⁴
• Early adopters: 70% are always among the first to have technologically innovative products
• Love sports: Nearly one in five visited six or more sporting events last year 

¹  BBC Distribution Report, March 2013
²  EMS Africa, April 2012
³  EMS Africa 2012 (3,297,000 / 2,473) Target is BBC World News monthly viewers (1,654,000 / 1,292)
⁴  One of: fragrance over €75, designer suit or dress over €750, a briefcase or handbag over €300, a pair of shoes over €300, jewellery over €1,500, a watch over €750, a holiday over €1,500.