E4 research found on :www.channel4.com/media/documents/commissioning/.../ResearchPowerPoint.ppt

1. 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.
Research & Insight at Channel
4

2. A Brief History of
Channel 4

3. The
schedule
*The schedule is subject to change
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
17:00
17:30
18:00
18:30
19:00
19:30
20:00
20:30
21:00
21:30
22:00
22:30
23:00
23:30
Feature films
UK/US Entertainment/Drama
Feature films
Channel4 News
Current Affairs
Contemporary factual/
features
Aquiredand
commissioned
series
Channel4 News
Current Affairs
Early peakHobbies/Leisure (CDWM/CoachTrip/Jamie/4 ina Bed)
The Simpsons
Hollyoaks Channel4 News
Lifestyle stacks
(Jamie/CDWM)
Channel4 News
Current affairs
docs
Science /Nature
/Human
Interest Docs
StrippedFactualandEntertainment
Lifestyle Series
Time Team
Lifestyle &
Entertainment
CDWMstacks
Factual
Commissions
AquiredFactual,
Entertainment &
Lifestyle
Factual
commissions
This is the most recent example of what
Channel 4 is currently putting on air:

4. Channel
Share
20.7%
6.9%
16.6%
7.1%
4.6%
43.9%
0
5
10
15
20
25
30
35
40
45
50
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 YTD
BBC2
BARB, 2001-2010 (up to 31st Oct 2010), Network homes
Individual
share YTD
2010
16-34
share YTD
2010
ABC1
share YTD
2010
7.0% 9.3% 7.4%
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.
Digital
channels
BBC1
ITV1
C4
FIV
E

5. 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.
BARB, 2001-2010, Network homes
10.1 10.6
10.3
10.5
11.0
12.1 11.9 11.8 11.5 11.5
Our Portfolio

6. BARB, Jan-Oct 2010, Network homes, C4 Total.
Channel 4 viewers are younger and more
upmarket than other commercial
broadcasters
55+
45-54
35-44
16-34
Age Social Grade Sex
ABC1
C2DE
Female
Male
The profile of the Channel 4 audience throughout
the day

7. 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 makes people
think about things in new
and different ways, more
than any other terrestrial
channel (Ipsos Impact Tracker, 2010)
Research also shows that Channel 4 is
renowned for creating new and exciting
content and for covering ground other
channels wouldn’t

8. 13%
10%
5%
11%
17%
8%
31% 33%
8% 9%
Trend setting Takingadifferent approach tosubjects
% of people saying each channel is
best for…
Source : C4 Image Tracker, 2010. Base: 4,000 UK Adults
11% 11%
6%
10%8% 6%
40%
36%
10% 12%
Being provocative Covering groundother channels wouldn't
BBC1 BBC2 ITV1 Channel 4 five
Channel 4 is a distinctive and thought
provoking channel

9. 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)
“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 is more than just an
entertainment brand, it’s a
lifestyle

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

11. 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)
More4 has a unique appeal to
intelligent, affluent and informed
viewers

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

13. Source: BARB YTD2010 Series Averages. VoD Views 7 days post tx,.
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%)
Programme Highlights over
2010
One Born Every
Minute
Tues, 21:00
Inds: 3.8m
16-34 Profile: 34%
(6 profile points
above YTD average
of 28%)

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

15. Our target audiences have a
strong relationship with
Channel 4
46
70
42
56
41
56
45
43
34
37
40
20
16-34s ABC1
s
Emotional Connection (Average scores from 1-100)
How close do you feel to each of these channels?
Source : Hall & Partners tracking, September 2010. Base: 1,042 Adults; 345 16-34s; 601 ABC1s
45
75
6147
30
57
44
40
24
23
31
23
66 59

16. 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 in touch
with our youth
audience

17. 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…
Keep me up to date with the
latest trends
Foursight
A trends newsletter put together by the
Research and Insight department scanning
all types of media for emerging trends
happening around us.
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…
ConsumerIntelligence
22nd October2010
“Newnormal”Continues toTake Shape inthe UK
A survey by the Future’s Company found that 57% of people agree with the
statement “I find myself thinking twice before making even the smallest day-to-day
purchase”. This is an increase of 42%since last November. Similarly, 53%of adults
think that “therecession will changeconsumer behaviour forever”.
Research&Insight
ConsumerIntelligence
22nd October2010
“Newnormal”Continues toTake Shape inthe UK
A survey by the Future’s Company found that 57% of people agree with the
statement “I find myself thinking twice before making even the smallest day-to-day
purchase”. This is an increase of 42%since last November. Similarly, 53%of adults
think that “therecession will changeconsumer behaviour forever”.
Research&Insight
Foursight
RESEARCH & INSIGHT
TRENDS NEWSLETTER
For more info please contact Leonie Hodge
(lhodge@channel4.co.uk) or Laura Bryce

18. 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 the
know

19. Keep me in touch
with what our
viewers wantCASE 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.
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.
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.
“I’ll watch Come Dine
with me whilst they’re
having showers or
playing on the W
ii”
“I get the tea on then
reward myself with a
quick glass of wine
before starting again”
“Coach Trip is my guity
pleasure while I work
up to doing the cooking”
“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”
For more info please contact Leonie
Hodge (lhodge@channel4.co.uk)

20. If you’re a producer and want to find
out more about the research we do,
please contact
cnewman@channel4.co.uk for further
information.