It shows a growing commitment to the channel as viewers watched for 31% longer than in 2003.
It is also outdoing the two business news channels, Bloomberg and CNBC, for viewers with a 19.3% weekly reach, compared with their 16.8% each.
The survey, by Europe 2004, also claims the channel is reaching 27% of Europe's senior business people, which equates to more than 2.7m viewers, highlighting the strong performance of the commercially funded channel. CNN is still the most watched channel for Pan_European news with 30.4% of the news-viewing respondents naming CNN as the most important channel for keeping them informed of world news.
The survey, which is conducted in 16 European countries, helps the BBC to plan further advertising ventures on the channel to cover the upscale adult targets that have been undetected on conventional surveys.
Jonathan Howlett, director of airtime sales at BBC World, said: "Last month EMS confirmed that BBC World was the fastest growing major news channel and attracts the most loyal audience. Europe 2004 reinforces this."
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