1. 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.

2. A Brief History of Channel 4
1982
1998
2001
2005
2006
2007
2008
2010
2011+
2009

3. The schedule
This is the most recent example of what Channel 4 is currently putting on air:
*The schedule is subject to change

4. 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.
Individual share YTD 2010
16-34 share YTD 2010
ABC1 share YTD 2010
7.0%
9.3%
7.4%
Digital channels
BBC1
ITV1 C4
FIVE
BARB, (up to 31st Oct 2010), Network homes

5. 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.
12.1
11.9
11.8
11.0
11.5
11.5
10.6
10.5
10.1
10.3
BARB, , Network homes

6. The profile of the Channel 4 audience throughout the day
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
Female
35-44
45-54
C2DE
Male
55+
Age
Social Grade
Sex
BARB, Jan-Oct 2010, Network homes, C4 Total.

7. 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 makes people think about things in new and different ways, more than any other terrestrial channel (Ipsos Impact Tracker, 2010)
Channel 4 is watched by 21 million ABC1s every month (Barb Jan-Nov 09)

8. Channel 4 is a distinctive and thought provoking channel
% of people saying each channel is best for…
Source : C4 Image Tracker, Base: 4,000 UK Adults 8

9. 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 more talked about amongst 16-34’s than ITV1!
(Hall & Partner research 2010)
E4 shows account for 8 of the top 10 programmes on digital channels this year
(BARB Jan-Sep 2010)
E4 is the favourite digital channel of 16-34’s
(TGI Q4 2010)

10. Profile of the E4 audience, throughout the day
E4 viewers are young, upmarket and female.
Profile of the E4 audience, throughout the day
16-24
ABC1
Female
25-34
35-44
C2DE
Male
45+
Age
Social Grade
Sex
BARB, Jan-Oct 2010, Network homes, E4 Total.

11. Watched by nearly half of all ABC1 adults every month (11.3million)
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)
For More 4 viewers watching TV is one of their favourite past times (TGI 2010)
For More 4 viewers the kitchen is the most important room in the house (TGI 2010)

12. Profile of the More4 audience, throughout the day
More4 has an older, upmarket following
Profile of the More4 audience, throughout the day
Age
Social Grade
Sex
16-34
ABC1
Female
35-44
45-54
C2DE
55+
Male
BARB, Jan-Oct 2010, Network homes, More4 Total.

13. 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%)
One Born Every Minute
Tues, 21:00
Inds: 3.8m
16-34 Profile: 34%
(6 profile points above YTD average of 28%)
Source: BARB YTD2010 Series Averages. VoD Views 7 days post tx,.

14. Programme Highlights over 2010
This Is England 86
Monday, 21:00
Inds: 3.2m
16-34 Profile: 44%
(16 profile points above
the YTD average of 28%)
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%)
Shameless
Tues 22:00 (C4)
Inds: 3.1m
16-34 Profile: 40%
(12 profile points above the YTD average of 44%)

15. 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 41 59 20 56 57 30 75 70 56 37 47 61 40 31 43 42 23 40
Source : Hall & Partners tracking, September Base: 1,042 Adults; s; 601 ABC1s

16. 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 year olds. Using qualitative research methods we identified 25 “tribes” from Indie Scenesters to Boy Racers.
We then surveyed 4, s 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…

17. Consumer Insight Newsletter
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
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
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
For more info please contact Leonie Hodge or Laura Bryce

18. Keep me in the know A powerful research resource Did you know…?
Propeller is an independently run panel of over 1,000 nationally representative 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 year old women would consider cosmetic surgery
69% of people have a Facebook profile
43% of people have played on a Nintendo Wii

19. Keep me in touch with what our viewers want
CASE STUDY: Qualitative research into the 5pm slot.
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.
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.
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.)
“I get the tea on then reward myself with a quick glass of wine before starting again”
“I’ll watch Come Dine with me whilst they’re having showers or playing on the Wii”
“I potter around whilst the TV is on – doing things which don’t take that long. I go straight to Channel 4 – programmes you don’t have to think about”
“Coach Trip is my guity pleasure while I work up to doing the cooking”
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

20. If you’re a producer and want to find out more about the research we do, please contact for further information.