Research & Insight at Channel 4 In Research & Insight we look at what, why and when people watch TV and provide audience insight to help our commissioning teams and schedulers understand our viewers. This presentation is a summary of key insights of our performance, reputation and consumer understanding. A Brief History of Channel 4 The schedule This is the most recent example of what Channel 4 is currently putting on air: Monday Tuesday Wednesday Thursday Friday Saturday Sunday 17:00 17:30 Early peak Hobbies/Leisure ( CDWM/Coach Trip/Jamie/4 in a Bed) 18:00 The Simpsons 18:30 Hollyoaks 20:00 20:30 21:00 21:30 22:00 22:30 Science / Nature / Human I nterest Docs Lifestyle & Entertainment Lifestyle Series Contemporary factual / features 23:00 Stripped Factual and Entertainment 23:30 *The schedule is subject to change Current Affairs Factual Commissions Channel 4 News Factual commissions Aquired Factual, Entertainment & Lifestyle Current affairs docs UK/US Entertainment/Drama ( Jamie/CDWM) Time Team Channel 4 News Channel 4 News Current Affairs CDWM stacks Channel 4 News 19:00 19:30 Lifestyle stacks Aquired and commissioned series Feature films Feature films Channel Share Over the past decade, the television industry has seen a sharp growth in the digital market and share of viewing to digital channels is now 44%. Channel 4 has averaged a 7.0% share in 2010. 50 Individual share YTD 2010 16-34 share YTD 2010 ABC1 share YTD 2010 7.0% 9.3% 7.4% Digital channels 45 43.9% 40 35 30 25 BBC1 20.7% ITV1 20 16.6% 15 10 C4 7.1% BBC2 6.9% FIVE 4.6% 5 0 2001 2002 BARB, 2001-2010 (up to 31st Oct 2010), Network homes 2003 2004 2005 2006 2007 2008 2009 2010 YTD Our Portfolio Channel 4 kept its competitive edge in the growing digital market by launching four new digital channels that have continued to grow and helped to maintain a strong portfolio performance. Now amongst 16-34s, E4 can outperform Channel Five in certain timeslots. 11.0 10.1 BARB, 2001-2010, Network homes 10.6 10.3 10.5 12.1 11.9 11.8 11.5 11.5 Channel 4 viewers are younger and more upmarket than other commercial broadcasters The profile of the Channel 4 audience throughout the day 16-34 ABC1 40 36 Female 58 55 42 45 C4 Total Total Commercial 35-44 45-54 C2DE 52 55 Male 55+ C4 Total Age BARB, Jan-Oct 2010, Network homes, C4 Total. Social Grade Total Commercial Sex Research also shows that Channel 4 is renowned for creating new and exciting content and for covering ground other channels wouldn’t Channel 4 is the most talked about commercial TV channel for 16-34s (TGI 2009) Channel 4 is watched by 21 million ABC1s every month (Barb Jan-Nov 09) Channel 4 is a distinctive and thought provoking channel % of people saying each channel is best for… BBC1 BBC2 I TV1 Channel 4 40% 11% 6% 36% 10% 8% five Being provocative 11% 10% 12% 6% Covering ground other channels wouldn't 33% 31% 17% 13% 5% Trend setting Source : C4 Image Tracker, 2010. Base: 4,000 UK Adults 8% 10% 11% 8% 9% Taking a different approach to subjects E4 is more than just an entertainment brand, it’s a lifestyle “Targeted for teenagers, brilliant comedy” Female Inbetweeners viewer, age 15. Taken from E4 focus groups. E4 is the favourite digital channel of 16-34’s (TGI Q4 2010) E4 viewers are young, upmarket and female. Profile of the E4 audience, throughout the day 10 16-24 27 12 ABC1 36 41 Female 16 25-34 21 35-44 15 C2DE 54 45+ 55 62 55 47 Male 45 38 25 E4 Total Age BARB, Jan-Oct 2010, Network homes, E4 Total. Total Commercial E4 Total Total Commercial Social Grade E4 Total Total Commercial Sex More4 has a unique appeal to intelligent, affluent and informed viewers Watched by nearly half of all ABC1 adults every month (11.3million) (Barb Jul-Sep 10) More4 has an older, upmarket following Age 16-34 20 Profile of the More4 audience, throughout the day Social Grade 21 ABC1 35-44 16 16 45-54 19 17 C2DE 55+ 39 37 More4 Total Total Commercial BARB, Jan-Oct 2010, Network homes, More4 Total. Sex 40 55 More4 Total 36 Female 57 55 Male 43 45 More4 Total Total Commercial 55 Total Commercial Programme Highlights over 2010 My Big Fat Gypsy Wedding Thurs, 22:00 Inds: 6.4m ABC1 Profile: 47% (3 profile points above average of 44%) the YTD Grand Designs One Born Every Minute Wednesday, 21:00 Tues, 21:00 Inds: 4m Inds: 3.8m ABC1 Profile: 57% 16-34 Profile: 34% (13 profile points above (6 profile points above YTD average of 28%) the YTD average of 44%) Source: BARB YTD2010 Series Averages. VoD Views 7 days post tx,. Programme Highlights over 2010 The Million Pound Drop (all eps YTD) This Is England 86 Mon-Sat, 22:00 Inds: 3.2m Inds: 2.3m 16-34 Profile: 44% 16-34 Profile: 28% (16 profile points above (Matching the YTD the YTD average of 28%) Monday, 21:00 average of 28%) The Inbetweeners Shameless Mon, 21:00 Tues 22:00 (C4) Inds: 4.1m Inds: 3.1m 16-34 Profile: 59% 16-34 Profile: 40% (An impressive 31 profile points above the YTD (12 profile points above the YTD average of 44%) average of 28%) Our target audiences have a strong relationship with Channel 4 Emotional Connection (Average scores from 1-100) How close do you feel to each of these channels? 16-34s ABC1s 44 45 45 24 46 34 23 66 20 30 75 47 41 59 56 57 70 61 40 37 56 31 23 40 Source : Hall & Partners tracking, September 2010. Base: 1,042 Adults; 345 16-34s; 601 ABC1s 43 42 Keep me in touch with our youth audience What is it? Contemporary youth culture is changing fast and UK tribes is our way to get a hold on it all. UK Tribes is a massive study of 16-24 year olds. Using qualitative research methods we identified 25 “tribes” from Indie Scenesters to Boy Racers. We then surveyed 4,000 16-24s online to find what makes each tribe unique, their loves and hates, music tastes, favourite brands and top telly shows. We update the research as often as we can to keep it fresh and we have found that new tribes pop up and grow whilst other tribes evolve, divide and sometimes disappear altogether. Click here to find out more… Keep me up to date with the latest trends We offer research about what’s going on out there and what new trends are emerging so we know what the public are interested in, and what they want to see on their TV screens… Consumer Insight Newsletter Foursight A trends newsletter put together by the Research and Insight department scanning all types of media for emerging trends happening around us. Foursight RESEARCH & INSIGHT TRENDS NEWSLETTER This is a biweekly newsletter looking at what's happening around us now. It focuses on what is dictating the nation’s habits and interesting insights into the catalysts of these changes. Click on the link below to find out more… Consumer I ntelligence 22 nd October 2010 Research & I nsight “New normal” Continues to Take Shape in the UK A survey by the Future’s Company found that 57% peopleBryce agree with the For more info please contact Leonie Hodge ([email protected]) orofLaura statement “I find myself thinking twice before making even the smallest day-to-day This is an increase of 42%since last November. Similarly, 53%of adults ([email protected]) purchase”. think that “the recession will change consumer behaviour forever”. Keep me in the know A powerful research resource Propeller is an independently run panel of over 1,000 nationally representative 16-54 year olds. Every three weeks, Channel 4 submits an online questionnaire to the panel, covering anything from their shopping or media habits to brand attitudes. Propeller can be used for pre and post campaign testing and as it’s online, visuals like adverts can be tested. Did you know…? •A quarter of 16-34 year old women would consider cosmetic surgery •69% of people have a Facebook profile •43% of people have played on a Nintendo Wii Keep me in touch with what our viewers want CASE STUDY: Qualitative research into the 5pm slot. We wanted to find out what was going on between 5-6pm in the new era of multiscreen households. What are people doing? What mood are they in? Who is around? What is going on in the house? In particular, we wanted to find out what role TV played for the different people in the house at this time of day. Through this, we found out what was actually going on in a household at 5pm, and the events that different family set ups experienced. This is imperative for planning new programmes and how well the viewers respond to them at this time of day. The next thing we needed to establish was what programmes people were looking for at this time of day. Did they tend to stick to old favourites, or look for something new? We also wanted to know whether viewing in the household was active or passive at this time of day, and did the viewer choose what they wanted to watch or did other people choose for them (such as children.) Using qualitative research methods these questions were put to 40 respondents, who were also asked to watch the pilot programmes intended for the 5pm slot in the comfort of their own homes at around that time to test their engagement at that time of day, as well as their general thoughts and feelings about them. For more info please contact Leonie Hodge ([email protected]) If you’re a producer and want to find out more about the research we do, please contact [email protected] for further information.