JAPANESE SERVICE PRESCRIPTION REVIEW
AUDIENCE MEASUREMENT
Survey Results
A survey covering the national population of Japan aged 13 and over was conducted in May 1988. The regular (i.e those listening at least once a week) audience figures for the BBC and its major competitors in Japanese were as follows:
Station
Regular Audience
%
Radio Moscow*
0.5
Radio Beijing*
0.3
Radio Korea, Seoul*
0.2
0.1
BBC
Radio Pyongyang,
North Korea*
0.1
Total output in
Japanese in December
1987 (hours and
minutes per week)
35:00
45:30
63:00
07:00
67:05
* broadcasts on mediumwave as well as on shortwave
AUDIENCE PROJECTION
The regular audience 0.1% is, given the relatively small size of the sample, too small to attempt an audience projection with any confidence. Within the range of error inherent in all sample surveys, the maximum audience projection would be in the region of 250.000 people aged 13 and over.
AUDIENCE COMPOSITION
As the number of Japanese Service listeners contacted in the survey was very small, it is not feasible to attempt even a tentative demographic profile of the Japanese Service audience as a whole.
Among the sample interviewed, the likelihood of listening to the BBC was highest among better educated men living in the 12 largest cities.
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