The BBC has turned to Yonder Consulting for its latest attempt to prove to its paymasters that it connects with younger citizens.
A survey of just over 1,000 last week suggests half of adults are using BBC outlets first to find out what is happening in the UK and around the world, ahead of any other news source. 42% of 18 to 34 year-olds said they turned to the BBC first, over three times the percentage using Twitter.
On specifics, like the current tensions between Russia and Ukraine – 44% said they were most likely to turn to the BBC for impartial news coverage (next nearest Sky News 11%). The reasons behind the current rise in the cost of living – 41% chose the BBC (next nearest Sky News 10%). The lifting of Covid restrictions – 48% chose the BBC (next nearest Sky News 10%).
Yonder encompasses the polling skills of Populus. Co-CEO and Arsenal fan Michael Simmonds is married to Nick Gibb, former Conservative education minister and brother of BBC non-executive director Sir Robbie Gibb. Michael is also on the panel hunting desperately for the next Chair of Ofcom.
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