The research, launched in May 2006, aims to highlight a new social group, which the BBC labels "Big Britain". The group, according to the BBC, is more open-minded, environmentally conscious and has a more socially aware outlook than the Middle England readership that is commonly associated with its output.
The BBC claims that 22 million people share the values of "Big Britain", with the group expanding from 56% of 25 to 70-year-olds in May 2006, to 62% currently. It claims that 74% of BBC magazine readers fit into this social group.
Research was conducted by brand analysts Your Future.
Matt Teeman, director of ad sales at BBC Magazines, said that the "Big Britain" group had been in the vanguard of many major trends of the past two years.
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