Internet marketing experts are being urged by comScore to consider their global audience as traditional media leverage their brands online.
A study by the firm revealed that there are a number of non-UK visitors to famous news brands such as the BBC, the Guardian and the Times.
Almost 60 per cent of the BBC’s online audience is from outside the UK, while 56 per cent of the online Guardian readership is non-British.
Bob Ivins, a spokesman for European markets for comScore, said that UK media companies have been able to acquire large international audiences by capitalising on web marketing opportunities.
"The internet is a truly global medium, allowing consumers to easily access content from anywhere in the world," he stated.
"It is critical that publishers and advertisers understand their global franchise – not just their UK audiences."
Earlier this year, Google and comScore revealed that 20 million people in the UK used search engines to find travel information in the first quarter of 2007.