Attentional on Diversity in British TV: the complete dataset
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This presentation contains all the data from Attentional's two videos on ethnic diversity in UK TV. For data hounds and those who want quick access and prefer no narrative.
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Attentional on Diversity in British TV: the complete dataset
- 1. © Attentional Ltd. a preliminary look at TV Preferences of ethnic minorities in UK October 27 2016 Ethnic Diversity 1
- 2. © Attentional Ltd. White British White European Asian British Black British Caribbean African Any other African/Caribbean background Indian Pakistani Bangladeshi Chinese Arab Irish Gypsy or Irish Traveller Any other White background English/Welsh/Scottish/Northern Irish/British © Attentional Ltd. BARB ethnic IDs were compressed into groups to build sample sizes IDs self-reported by panel members 2
- 3. 191 mins 157 mins 225 mins 136 mins We found Significant Differences in Minutes of Viewing per Day (MVD) ©Attentional Ltd. Average daily viewing by Ethnic Group: 2015 3
- 4. White British All Ethnic Black Asian White European 89% 11% 3% 5% 3% To adjust for differences in viewing behaviour we analysed the viewing of TV in primetime by ethnic group. 89% of primetime viewing came from the White British group, while the three minorities were only responsible for 11% of viewing. ©Attentional Ltd. Share of Viewing in primetime (18:00 to 23:00) by Ethnic Group. January 2016. Using 11% as a benchmark we can see where shows are equally enjoyed by minorities 4
- 5. Title White British Ethnic CORONATION STREET 92% 7% WHEN ANT AND DEC MET THE PRINCE 93% 7% EMMERDALE 93% 6% VERA 96% 4% ENDEAVOUR 96% 4% MIDSOMER MURDERS 96% 4% BENIDORM 96% 4% THE NATIONAL TELEVISION AWARDS 2016 93% 7% BIRDS OF A FEATHER 95% 5% MR SELFRIDGE 94% 6% Title White British Ethnic SHERLOCK 90% 9% CALL THE MIDWIFE 96% 4% EASTENDERS 87% 13% SILENT WITNESS 94% 5% DEATH IN PARADISE 92% 7% WAR AND PEACE 93% 7% COUNTRYFILE 95% 4% ATTENBOROUGH AND THE GIANT DINO 96% 4% MRS BROWN'S BOYS 94% 6% THE VOICE UK 91% 9% Action Pinpoint Shred Viewing Of the top primetime shows on BBC1 and ITV in a sample month, only one passed the benchmark. Other content was not enjoyed as much by minorities. ©Attentional Ltd. Top 10 primetime shows on BBC One and ITV: January 2016 5
- 6. © Attentional Ltd. Table 1 Out of every hundred people in each group, it was watched by… ..resulting in a Z- Score of… Asian British 7.5% -12.7 Black British 4.5% -20.8 White European 8.4% -8.4 White British 13.6% +3.6 All 12.2% To better understand viewing preferences by ethnicity we used Z-score, as shown in this worked example. Negative scores are coded Red, Positive scores Green in the following slides, and scores are graded by colour intensity. All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 6
- 7. © Attentional Ltd. Channels targeting Ethnic Groups Asian British Black British White European White British BET -0.7 15.6 -0.9 -0.7 PTC Punjabi 9.2 -0.9 -0.9 -0.9 Colors TV 15.4 -1.6 -1.6 -1.5 UMP Movies 16.0 -1.1 -1.6 -1.6 Al Jazeera 0.3 4.4 -0.3 -0.2 Preferences by Channel All Viewers: 25- 55. Jan- June 2016. Source: BARB, Overnights.tv Asian British Black British White European White British BBC One -1.7 -0.6 -1.5 0.3 BBC Two -1.2 -0.9 -0.4 0.2 ITV -2.1 -0.6 -1.9 0.4 Channel 4 -1.5 -0.4 -1.1 0.2 Channel Five -1.2 0.2 -1.1 0.2 Major Channels 7
- 8. © Attentional Ltd. Asian British Black British White European White British BBC Four -1.2 -0.7 2.1 0.0 BBC News 1.6 2.6 -0.2 -0.3 ITV 2 -1.3 0.0 -0.3 0.2 ITV 3 -2.1 0.1 -1.6 0.3 ITV 4 -1.1 -0.6 -1.0 0.2 ITV Be -1.1 3.1 -0.8 0.0 E4 -1.9 -0.3 -1.7 0.3 More4 -1.7 0.8 -0.1 0.2 Film4 -0.5 0.1 0.5 0.0 0 Other Channels Asian British Black British White European White British Sky 1 (Total) -1.6 -0.4 -1.7 0.3 Sky Arts -1.0 0.2 -0.4 0.1 Sky Atlantic -0.4 0.2 -0.2 0.0 Sky News -0.9 4.2 -1.0 -0.1 Sky Sports 1 -0.3 -0.3 -0.2 0.1 Sky Sports 2 0.9 -0.5 -0.7 0.0 Sky Sports F1 -0.3 0.2 -0.2 0.0 Sky Living (T) -1.3 1.0 -0.4 0.1 Sky Channels Preferences by Channel All Viewers: 25- 55. Jan- June 2016. Source: BARB, Overnights.tv 8
- 9. © Attentional Ltd. Cricket Non UK Soaps Moral and Religious Issues American Football Reports on Social Issues Content Illustrative Only Preferred Genres Content Preferences By Genre: Content is Illustrative of Genre only. Asian British 9
- 10. © Attentional Ltd. Acts of Worship Non-UK Films US Series Poker Preferred Genres Content Illustrative OnlyMusical Performance Content Preferences By Genre: Content is illustrative of Genre only. Black British 10
- 11. © Attentional Ltd. Gaelic Football Technology Opera Ballet Music Docs Content Illustrative Only Preferred Genres Content Preferences By Genre: Content is illustrative of Genre only. White European 11
- 12. © Attentional Ltd. Content Illustrative Only Preferred Genres Angling and Fishing Sit Coms Lottery Shows UK Films Greyhound Racing Content Preferences By Genre: Content is illustrative of Genre only. White British 12
- 13. © Attentional Ltd. Science and Medical Factual Drama Cookery Football US Films Shared Genres Content Illustrative Only Shared Genres: Content is illustrative of Genre only. 13
- 14. © Attentional Ltd. Title Asian Black Euro White 1 BOMBAY RAILWAY 28.9 -3.0 13.1 -3.6 2 THE INTERNSHIP 24.5 27.4 8.7 -5.5 3 BBC NEWS SPECIAL: EU REFERENDUM 8.0 0.0 8.1 -1.2 4 EAT WELL FOR LESS? 6.2 - 22.9 -7.4 0.6 5 ZOOLANDER 4.8 -3.7 -2.1 -0.1 6 PARKINSON MEETS MUHAMMAD ALI 4.7 -1.7 0.8 -0.4 7 BBC NEWS AT TEN 4.0 2.5 2.5 -0.7 8 CRIMEWATCH UK 3.8 0.6 - 13.0 0.4 9 INDIAN SUMMERS 3.4 -1.6 -0.2 -0.3 10 A COOK ABROAD 2.6 3.7 0.8 -0.5 Title Asian Black Euro White 11 DISPATCHES: BRITAIN'S PENSIONER CARE SCANDAL 2.3 0.9 -0.2 -0.3 12 RICK STEIN'S INDIA 2.1 0.8 -1.1 -0.2 13 LAS VEGAS WITH TREVOR MCDONALD 2.0 3.0 -2.0 -0.2 14 EXPOSURE: SAUDI ARABIA UNCOVERED 1.7 0.5 0.6 -0.2 15 FRAUD - HOW THEY STEAL YOUR ID 1.7 3.8 -3.6 -0.2 16 KEEPING UP WITH THE KHANS 1.7 0.5 -0.3 -0.2 17 THE JIHADIS NEXT DOOR 1.6 0.2 0.5 -0.2 18 HAND OF GOD 1.5 -1.3 8.4 -0.5 19 HOME AND AWAY 1.4 0.1 -1.4 0.0 20 DISPATCHES: HOUSING BENEFIT MILLIONAIRES 1.4 0.2 -0.4 -0.1 Asian British Preferences All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 14
- 15. © Attentional Ltd. Title Asian Black Euro White 1 PPB: LIBERAL DEMOCRATS -25.9 57.2 -57.3 2.8 2 THE INTERNSHIP 24.5 27.4 8.7 -5.5 3 CATS MAKE YOU LAUGH OUT LOUD 2 -13.6 26.9 -10.2 0.5 4 DO WE NEED THE MOON? -3.4 22.8 7.3 -1.3 5 TENNIS: AUSTRALIAN OPEN -0.7 17.1 -5.3 -0.4 6 MILLIONAIRES' MANSIONS -9.0 13.7 10.9 -0.1 7 THE CUBE (SERIES 8) -0.3 13.6 -7.7 -0.2 8 REFERENDUM CAMPAIGN BROADCAST 0.9 11.1 2.8 -0.8 9 1000 HEARTBEATS -4.2 10.9 -1.8 0.0 10 WPC 56 -2.2 10.3 -6.9 0.1 Title Asian Black Euro White 11 AGE GAP LOVE (SERIES) 0.8 9.6 0.1 -0.5 12 CONSPIRACY: THE MISSING EVIDENCE -3.8 9.5 -3.4 0.2 13 PPB: UKIP - 28. 5 9.1 -29.7 4.3 14 PPB: CONSERVATIVE PARTY -8.4 8.9 -28.0 1.8 15 THE FEARLESS CHEF -3.4 8.1 -4.6 0.0 16 LAGOS TO LONDON: BRITAIN'S NEW SUPER RIC -0.5 7.3 -0.1 -0.3 17 THE YOUNG MONTALBANO -3.8 6.8 7.0 -0.3 18 COME DINE WITH ME: CHAMPION OF CHAMPIONS -1.4 5.9 -1.2 0.0 19 BIG BROTHER: LIVE FROM THE HOUSE -2.5 5.4 -2.5 0.1 20 BIG BROTHER'S BIT ON THE SIDE -3.6 4.8 -3.1 0.3 Black British Preferences All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 15
- 16. © Attentional Ltd. Title Asian Black Euro White 1 THE WORLD'S WEIRDEST WEATHER -26.2 -10.7 27.4 1.8 2 EUROVISION SONG CONTEST: SEMI-FINALS -4.9 -8.9 18.8 0.0 3 ATTENBOROUGH'S PASSION PROJECT -3.8 -8.5 16.1 0.0 4 BOMBAY RAILWAY 28.9 -3.0 13.1 -3.6 5 MILLIONAIRES' MANSIONS -9.0 13.7 10.9 -0.1 6 WORLD'S BIGGEST BEAST -6.3 -14.5 10.4 1.0 7 THE INTERNSHIP 24.5 27.4 8.7 -5.5 8 HAND OF GOD 1.5 -1.3 8.4 -0.5 9 BBC NEWS SPECIAL: EU REFERENDUM 8.0 0.0 8.1 -1.2 10 DO WE NEED THE MOON? -3.4 22.8 7.3 -1.3 Title Asian Black Euro White 11 THE YOUNG MONTALBANO -3.8 6.8 7.0 -0.3 12 MARY BERRY'S ABSOLUTE FAVOURITES - 16.1 -6.5 6.8 1.9 13 YOUR CHILD IN THEIR HANDS: KIDS' HOS -1.8 -1.9 6.2 0.0 14 LOVE ISLAND: THE WEEKLY HOT LIST - 13.3 -6.4 5.7 1.2 15 PEAKY BLINDERS -6.2 -9.6 4.5 0.9 16 WHEN POP WENT EPIC: THE CRAZY WORLD OF T -0.9 -2.2 4.0 -0.1 17 ICE AGE: THE GREAT EGG- SCAPADE -6.5 -2.5 3.6 0.6 18 INSIDE DEATH ROW WITH TREVOR MCDONALD - 12.4 - 13.7 3.3 2.0 19 TRAPPED (ICELANDIC) -4.9 2.6 3.2 0.2 20 BORDERTOWN -1.8 1.3 3.0 0.0 White Euro Preferences All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 16
- 17. © Attentional Ltd. Title Asian Black Euro White 1 HOW NOT TO DIY -115.5 -47.2 -121.1 21.8 2 CANALS: THE MAKING OF A NATION -45.4 -35.2 -85.6 11.3 3 LIVE INTL RUGBY UNION: AUS V ENG -40.6 -43.2 -31.6 8.7 4 CHASING MONSTERS -23.8 -39.7 -38.6 6.6 5 THE DOG RESCUERS WITH ALAN DAVIES -42.2 -3.2 -32.7 6.6 6 CAR CRASH BRITAIN: CAUGHT ON CAMERA -34.6 -10.3 -70.9 6.0 7 THE SATURDAY NIGHT STORY -24.3 -18.8 -26.0 5.4 8 DARTS: WORLD CHAMPIONSHIPS -20.0 -22.1 -25.5 4.8 9 UNBELIEVABLE MOMENTS: CAUGHT ON CAMERA -21.7 -17.2 -18.0 4.6 10 PPB: UKIP -28.5 9.1 -29.7 4.3 Title Asian Black Euro White 11 IT WAS ALRIGHT IN THE 1970'S -3.2 -29.9 -39.7 4.2 12 SWIMMING -21.8 -9.6 -19.8 4.1 13 SILENT WITNESS -20.8 -12.7 -10.3 3.6 14 PRE-HISTORIC RIVER MONSTERS -22.6 -8.3 -17.6 3.6 15 PPB: LIBERAL DEMOCRATS -25.9 5.7 -57.3 2.8 16 CALL THE MIDWIFE -16.8 -8.0 -7.5 2.7 17 GRANTCHESTER -13.6 -9.8 -11.5 2.7 18 THE A WORD -13.0 -8.2 -11.7 2.5 19 HIDDEN AND FORBIDDEN: BRITAIN BY DRONE -13.5 -9.7 -10.9 2.5 20 MARCELLA -11.4 -10.3 -12.7 2.4 White British Preferences All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 17
- 18. © Attentional Ltd. Table 1 Asian British Z score Black British Z score White European Z score SILENT WITNESS -20.8 SILENT WITNESS -12.7 CRIMEWATCH UK -13.0 CALL THE MIDWIFE -16.8 MARCELLA -10.3 MARCELLA -12.7 GRANTCHESTER -13.6 GRANTCHESTER -9.8 THE A WORD -11.7 THE A WORD -13.0 DEATH IN PARADISE -9.2 GRANTCHESTER -11.5 SHETLAND -12.3 THE SECRET -8.2 SILENT WITNESS -10.3 THE SECRET -12.2 THE A WORD -8.2 DEATH IN PARADISE -8.0 DEATH IN PARADISE -12.2 CALL THE MIDWIFE -8.0 CALL THE MIDWIFE -7.5 MARCELLA -11.4 HAPPY VALLEY -7.5 HAPPY VALLEY -7.3 HAPPY VALLEY -11.2 SHETLAND -7.4 TAKE ME OUT (SERIES 8) -6.7 UNDERCOVER -8.5 STILL OPEN ALL HOURS -7.4 ANT & DEC'S SATURDAY NIGHT -6.4 THE NIGHT MANAGER -8.2 ANT & DEC'S SATURDAY NIGHT -6.2 SUGAR FREE FARM -6.3 MR SELFRIDGE -8.1 THE JUMP -5.9 KILLER WOMEN WITH PIERS MORGAN -6.1 Z score Average -20.8 -8.4 -9.0 Underperforming Content: by Minority Group Preferences Ranked by Negative Z- Score All Viewers: 25-55. Jan- June 2016. Source: BARB, Overnights.tv 18
- 19. © Attentional Ltd. w.freesfx.co.uk Images: Shutterstock Data: BARB, Attentional, Overnights.tv Design: Paula Rossello Analyst: Alejandro Macias Credits BARB data may only be published with the appropriate BARB licence. 19 Contact: David.Graham@Attentional.com
Editor's Notes
- This slide deck presents the main findings of Attentional’s ethnic diversity project.
- BARB codes for many ethnicities, most of which are shown on the right. These were compressed into the four groups shown in the centre.
- The average hours of viewing of each group differ significantly. This had to be adjusted for since our interest was in preferences not average ratings.
- The average primetime share of each group was calculated. It provided a benchmark for content enjoyed equally by all groups. The benchmark as 11%.
- Out of top performing content on BBC1 and ITV in a sample month, only one programme reached the 11% benchmark.
- This suggested a more detailed examination of ethnic preferences was needed. The methodology chosen was Z-score. A worked example is shown here.
- In this and the following slide a selection of channels is graded by Z-score, starting with ethnic channels and major channels.
- Followed by Sky channels and a selection of smaller channels.
- Z-score preferences for genres were calculated. Genre ranking provided a more comprehensive sample. Please note that the content shown in the genre slides is merely illustrative of the genre.
- Black British genre rankings.
- White European genre rankings.
- White British genre rankings.
- But many genres are shared and watched in equal proportions.
- These next slides on ethnic programme preferences take the analysis to a more specific level, measure preferences very precisely, the colour codes showing where tastes are shared and where not. Actually these slides are probably better browsed from the PDF sheets that are part of the package. I’ll just highlight a few instances.Like the Asian group here, all the minority ethnic groups liked The Internship — a Hollywood comedy with Owen Wilson as a Google intern — The Referendum explains the ethnic interest in News. When it comes to Food — Eat Well for Less is not shared by ethnicities other than the Asian group, while they pretty much all like A Cook Abroad. Quality heritage items — Bombay Railway — are shared with White Europeans but C4’s Indian Summers does not get their vote. All the minority groups share an interest in the hot issues of asylum and terror.
- Checking the colour codes on the black tables shows they share more likes with the white majority and fewer with both other ethnicities. You'll see slightly more green cells in the extreme right hand column. Black British Preferences lean toward Channel 5 — Big Brother, Conspiracy Theories, Cats Make You Laugh, Age Gap Love — with an interest in the super-rich — Millionaire’s Mansions, Lagos to London. Some of the top preferences (1000 Heartbeats, WPC 56) suggest that this group are quite likely to be working evenings or nights and watching TV in the daytime.
- The Euro group finds its preferred content mainly on the smaller channels, with BBC4 predominating, plus 3 entries each from BBC2, C4 and C5. Note again the green clusters which show where preferences are shared with other minority groups, documentaries like Who Needs The Moon? and Millionaire’s Mansions. This group’s drama preferences, apart from BBC2’s Peaky Blinders, are for the Italian Young Montalbano, and the Icelandic hit Trapped, shared with the black group. Bordertown is interesting — a single season US series about immigrants on the California/Mexico border shown on ITV2, shared with the black group. Food again. Mary Berry’s Absolute Favourites. Topics that are global, non-local, (Hand of God, Inside Death Row), natural phenomena (World’s Weirdest Weather). And Love Island, probably due to its Spanish location. The shared preferences are something we don't see on the next slide.
- The striking thing here is the block of intense red, showing how little top white preferences, the green cells, are shared by the other ethnic groups. It’s understandable that minorities do not share fully in some parts of the content schedule— pastimes not common where they come from — canals for leisure, rugby, darts — or a past which they were not part of — The Saturday Night Story or It Was Alright in the 1970’s. The white majority are keener than others, apparently, on the hilarious or horrific things caught on private cameras and smart phones — How Not to DIY, Car Crash Britain, Unbelievable Moments. Where something is shared, like the Party Political Broadcasts, it is with the Back British audience, many of whom have been here longer than other groups and may be more plugged into domestic politics. But what stands out strongly is that popular drama and sitcom is not well shared — Call the Midwife, Grantchester, The A Word, Marcella and more. This is important: because these are programmes that get huge audiences, take up a lot of the primetime schedule and are very expensive to produce.
- Content least preferred by the minority groups was investigated. The most intense red coding indicates where negative preferences were shared by all minorities.
- For further information please contact david.graham@attentional.com