1. Home of Food

2. The Home of Food Primary Objectives Methodology Understand more about the world of food, across consumer food trends, use of food media and response to food advertising Demonstrate that C4 ‘know food’ and are at the vanguard of consumer trends both in terms of programming content and affinity with the lifestyles of the C4 target audience Explore the hypothesis that the Channel 4 food environment results in greater levels of engagement with food advertising 1,000 Online interviews. Nationally representative sample Qualitative groups In home interviews

3. The Home of Food Themes… Six typologies emerged that reflect the changing nature of of the food audience ‘Food TV’ works on many levels - it is much more than ‘How to TV’ Food inspiration is not a didactic process - ideas and influence beyond the straight recipe Channel 4 is the food channel - an environment that gets you in the mood for food Programme range appeals to diverse lifestyles and satisfies a hierarchy of format needs The brand is exciting, flattering, adventurous - a source of inspiration & focus of aspiration Emerged as the most expansive channel footprint that reaches all food typologies

4. The Home of Food 1)Time starved & faster food culture. Instant knowledge and quick inspiration. Traditional kitchen skills less evident in a society with fewer lifestage certainties & inherited roles. 2)Food TV does what TV does well - it is larger than life. It entertains, informs & inspires. Food TV satisfies a hierarchy of audiences and need states - from mass appeal to niche 3) Food TV is not just for foodies. Food TV reaches everyone. It is not just ‘how to television.’ 4) Everyone is a scratch cook to different degrees. Kitchen is both leisure & functional domain. 5) C4 has the most comprehensive TV food portfolio & most distinctive format/chef brands. C4 Food - The Ten Big points

5. The Home of Food C4 Food - The Ten Big Points 6)Internet is increasingly important as a source for specific recipe & follow up information. 7)Metro & young TV audiences cynical regarding advertising ‘manipulation’. C4 is a trusted brand that offers a credible environment reaching these harder to reach groups. 8) Cost of food has become a big issue. Decisions at retail and recipe stages to ‘do it for less’ yet maintain quality standards. Particularly so in the North. Health and wellbeing is a top of mind trend but people determine their own interpretation 9) Britishness is a useful device to unite and articulate a range of food trends - encapsulates sourcing, seasonality, authenticity, traditional values, organic 10) Food advertising works harder in the context of food programming. Audiences are in the mood for food both consciously and subconsciously when enjoying food TV

6. The Home of Food Broad attitudinal typologies are identifiable About others About me Outer needs Inner needs Glory cooking Social lubricant Nurturing Fueling Convenien ce Junkies Time- pressed Foodies Nurturing Foodies Food Lovers Aspiring chefs Food Conscious Source: Food on 4 Study, TWResearch

7. The Home of Food Convenience Junkies Limited cooking skills, can cook one or two special dishes (Yorkshires, curry), rely heavily on ready meals, pizzas, takeout. Low interest in food trends. Most likely to reheat / component cook Time-pressed Foodies Rely heavily on ready meals and components but aspire to ‘scratch cook’ and feel a little guilty about short cuts. Often pre/young family. For special occasions may move up to partial scratch. Food Conscious Interested in good quality and fresh ingredients but not excited or enthused by food or taste. Know their food but don’t necessarily enjoy it - tends to be a very functional transaction and a limited repertoire of recipes Nurturing Foodies Mainly mums (can also be friends) cooking regularly for the family, using food as a way of looking after their families and showing they care. Will have the occasional pizza but add their own twist to it to alleviate the guilt and prefer to scratch cook Food Lovers Enthuse about food and have a broad knowledge and experience of different food types through friends, travel and eating out. Aware of trends, concerned about quality ingredients. Comfortable and instinctive experimenting in the kitchen Aspiring chefs Keen to impress with cooking ability and proficiency of final product. Full scratch cooking frequently treated almost as a competition. Use ingredient knowledge as a matter of skill and show.

8. The Home of Food Q. Thinking about food, how important are the following factors to you? Source: Food on 4 Study, Propeller. Base:1,000 respondents The importance of quality and good value

9. The Home of Food For some air freight is good because it is fresher but for others fewer air miles a re more environmentally conscious One of the easiest ethical approaches to understand & well-covered on TV programmes- offering a fair price for goods Seen as helping to support local communities and associated with better food, but sometimes more expensive Popular with many, a source of pride, a support for the economy Easy to understand, mainly associated with eggs but also chickens & even pigs for some

10. The Home of Food TV programmes are a key influence for all typologies Source: Food on 4 Study, TWResearch Recipe books Friends & Family Adverts & Sponsorship s Sunday Supplement s & Newspapers Food magazines Local shops/farme rs markets Websites Eating out Travel Supermarke t offers & deals Supermarke t recipe cards TV Programme s

11. The Home of Food Source: Food on 4 Study, Propeller. Base:1,000 respondents Q. How much are your food ideas inspired by the following sources?

12. The Home of Food Factual information Truthfulness Price information Short & to the point Topical and relevant Catchy / familiar tune Humour Tempting food shots Sexy voice Unusual / different  Rational responseEmotional response    Creative Guidelines Consumers ask for… Source: Food on 4 Study, TWResearch      

13. The Home of Food Channel 4 is most closely associated with food Of the following TV channels, which one do you most strongly associate with food? Source: Propeller January 2009: Base: All adults (1,000)

14. The Home of Food Food Conscio us Convenien ce Junkies About others About me Outer needs Inner needs Glory cooking Social lubricant Nurturing Fueling Time- pressed Foodies Nurturin g Foodies Food Lovers Aspiring chefs Channel 4 has the broadest affinity across all typologies Source: TW Research

15. The Home of Food Channel 4 food programmes makes viewers think differently Source: Propeller. Base: All respondents who watched a C4 food programme. 16-34s (297), 35-54s (462). Q: Which of the following statements apply to any of these food progs? 1 in 4 adults tried something new or different after watching a Channel 4 food programme

16. The Home of Food Channel 4 food programmes inspire change Source: Ipsos Mori Public Value Survey Dec 08

17. The Home of Food Fits current food culture & behavioural trends better than any other channel Appeals to the broadest spectrum of ‘food audience’ typologies As an advertising environment can encompass both the inspirational and the everyday - a trusted environment where audiences are in the mood for food Channel 4 food programmes result in greater levels of engagement with food advertising