Transcript Research Power Point
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 17:00 17:30 18:00 18:30 Early peak Hobbies/Leisure ( CDWM/Coach Trip/Jamie/4 in a Bed) The Simpsons Hollyoaks 19:00 19:30 Channel 4 News Channel 4 News 20:00 20:30 Current Affairs Lifestyle Series Current Affairs 21:00 21:30 Science / Nature / Human I nterest Docs 22:00 22:30 Lifestyle & Entertainment 23:00 Contemporary factual / features Current affairs Stripped Factual and Entertainment docs UK/US Entertainment/Drama 23:30 Aquired and commissioned series CDWM stacks Channel 4 News Factual Commissions Feature films
*The schedule is subject to change
Sunday Lifestyle stacks ( Jamie/CDWM) Time Team Channel 4 News Factual commissions Aquired Factual, Entertainment & Lifestyle 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.
share YTD 2010 16-34 share YTD 2010 ABC1 share YTD 2010 50
7.0% 9.3% 7.4%
45 Digital channels 40 35 30 25 20 15 10 5 0 2001 2002 2003 2004
BARB, 2001-2010 (up to 31st Oct 2010), Network homes
2005 2006 2007 2008 2009 43.9% BBC1 20.7% ITV1 16.6% C4 7.1% BBC2 6.9% FIVE 4.6% 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
12.1
11.9
11.8
11.5 11.5
10.1
10.6
10.3
10.5
BARB, 2001-2010, Network homes
Channel 4 viewers are younger and more upmarket than other commercial broadcasters
day 16-34 ABC1 40 36 Female 58 35-44 55 45-54
C2DE
52 55 55+ Male 42 45 Age
BARB, Jan-Oct 2010, Network homes, C4 Total.
C4 Total Total Commercial Social Grade C4 Total Total Sex Commercial
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%
five
36% 11% 6% 8%
Being provocative
10% 11% 10% 6% 12%
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 27 16-24 12 ABC1 36 41 Female 62 16 25-34 21 35-44 15 45+ 25 54 C2DE 47 55 Male 38 E4 Total Total Commercial Age
BARB, Jan-Oct 2010, Network homes, E4 Total .
E4 Total Total Commercial Social Grade 55 45 E4 Total Total Commercial Sex
More4
viewers has a unique appeal to intelligent, affluent and informed
Watched by nearly half of all ABC1 adults every month (11.3million) (Barb Jul-Sep 10)
More4
has an older, upmarket following
Profile of the More4 audience, throughout the Age day Sex
16-34
20 21 36
ABC1
40
Female 35-44
16 57 16 55
45-54
19 17
C2DE
55 55
55+
39 37
Male
43 45 More4 Total
BARB, Jan-Oct 2010, Network homes, More4 Total.
Total Commercial More4 Total Total Commercial More4 Total Total Commercial
Programme Highlights over 2010
My Big Fat Gypsy Wedding
Thurs, 22:00 Inds:
6.4m
ABC1 Profile:
47%
(3 profile points above the YTD average of 44%)
Grand Designs
Wednesday, 21:00 Inds:
4m
ABC1 Profile:
57%
(13 profile points above the YTD average of 44%) Source: BARB YTD2010 Series Averages. VoD Views 7 days post tx,.
One Born Every Minute
Tues, 21:00 Inds:
3.8m
16-34 Profile:
34%
(6 profile points above YTD average of 28%)
Programme Highlights over 2010
The Million Pound Drop (all eps YTD)
Mon-Sat, 22:00 Inds:
2.3m
16-34 Profile:
28%
(Matching the YTD average of 28%)
The Inbetweeners
Mon, 21:00 Inds:
4.1m
16-34 Profile:
59%
(An impressive 31 profile points above the YTD average of 28%)
This Is England 86
Monday, 21:00 Inds:
3.2m
16-34 Profile:
44%
(16 profile points above the YTD average of 28%)
Shameless
Tues 22:00 (C4) Inds:
3.1m
16-34 Profile:
40%
(12 profile points above the YTD average of 44%)
Our target audiences have a strong relationship with Channel 4
How close do you feel to each of these channels?
16-34s ABC1s
44 45 23 30 23 47 66 40 75 61 57 31 24 20 41 40 43 59 56 45 46 70 56 42 34 37
Source : Hall & Partners tracking, September 2010. Base: 1,042 Adults; 345 16-34s; 601 ABC1s
Keep me in touch with our youth audience
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… Foursight Consumer Insight Newsletter A trends newsletter put together by the Research and Insight department scanning all types of media for emerging trends happening around us.
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…
Foursight
RESEARCH & INSIGHT
TRENDS NEWSLETTER
22 nd October 2010 “New normal” Continues to Take Shape in the UK
( For more info please contact Leonie Hodge [email protected]
’s Company found that 57% of people agree with the ) or Laura Bryce ( [email protected]
they buy ”.
) of the necessity to act within current constraints, and the modification of personal goals to achieve this, is summed up by Fran Walton, a director at The Futures Company, “consumers have absorbed the lessons of the last two years and are working from a new orientation about what they want and how
Source: “New normal continues to shape the UK” (The Future’s Company/Marketing Week/WARC, 13/10/10)
Britain Most Environmentally Cynical Nation
According to a study by GFK, Britain is one of the most environmentally cynical nations. One-in-five people believe climate change is not a serious issue, a third of UK consumers don ’t consider the environment when making purchasing decisions, and three-quarters never look into companies ’ green policies. On a more positive note, four in five Britain ’s strive to conserve energy in the home and 88% agree that they proactively recycle. This represents a 3.5% increase since December 2009. A quarter of people stated they are swayed by media coverage, and this has increased in the last year, so
perhaps education is key to transforming green attitudes in the UK
.
Sources: Green Gauge Global study (GFK, 08/10/10), “Communication – is that the name of the game?” (Onepost, September 2010).
Both McDonalds and Starbucks are looking
local
to inspire their future plans. McDonalds aim to design each restaurant so that it ’s in keeping with its area. Whilst a Starbucks prototype serves local wine, beer, and cheese.
The two retailers state objectives aims such as uniqueness, friendly, relevant, appealing and contemporary.
Sources: “Starbucks’ Future to I nclude Beer and Wine?” (PSFK, 19/10/10), McDonald ’s 2011 $2.4 Billion Makeover (PSFK, 22/10/10)
Millenials Spread Online Word of Mouth
According to a multimarket study released by Edelman and StrategyOne, over 80% of "millennial “consumers (those born 1980-95) regularly discuss brands on the I n a survey of 31k people worldwide, 70% had recommended their favourite goods to family and friends, and70% also remain loyal to companies and offerings they like.
I nterestingly, UK consumers are among the least likely to exchange personal information with brands in exchange for vouchers, samples or exclusive news. Only 46% are willing to do this, compared to an average of 60%.
trust brands less?
Why do British millenials
Source: “Millenials spread online word of mouth” (WARC/Edelman, 18/10/10)
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…?
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 multi-screen 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])