Many of the UK’s largest traditional media sites attracted more visitors from overseas than from within the UK in April 2007, according to comScore.

Online visitors from outside the UK outnumbered the domestic audience for the websites of the BBC, the Guardian, the Telegraph, the Times, the Independent, the Daily Mail, the Mirror and the Financial Times.

The Financial Times had the highest proportion of international visitors: 85% of its audience originates from outside the UK.

More than 60% of visitors to BBC sites are from abroad.

Five.TV, ITV, BSkyB, and Channel 4 were the only top properties that had UK audiences larger than their international audiences.

“The internet allows consumers to view relevant content at any site from anywhere in the world.  It is therefore critical for publishers and advertisers to understand their global franchise - not just their UK audience,” said Bob Ivins, managing director of comScore Europe.

“The Internet will always be a global medium, and audiences often follow interests more than national boundaries. Agencies need to be aware of this and realize that when they buy on UK sites they may also get an international audience.  Research like this is enlightening because it makes people think about established media channels differently,” said Dan Calladine, research director of Isobar.