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

A Brief History of Channel 4

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 filmsUK/US Entertainment/Drama

Feature films

Channel 4 News

Current Affairs

Contemporary factual / features

Aquired and commissioned

series

Channel 4 News

Current Affairs

Early peak Hobbies/Leisure (CDWM/Coach Trip/Jamie/4 in a Bed)

The Simpsons

Hollyoaks Channel 4 News

Lifestyle stacks (Jamie/CDWM)

Channel 4 News

Current affairs docs

Science / Nature / Human

Interest Docs

Stripped Factual and Entertainment

Lifestyle Series

Time Team

Lifestyle & Entertainment

CDWM stacks

Factual Commissions

Aquired Factual, Entertainment &

Lifestyle

Factual commissions

This is the most recent example of what Channel 4 is currently putting on air:

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

FIVE

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

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

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

13%10%

5%11%

17%

8%

31% 33%

8% 9%

Trend setting Taking a different approach to subjects

% 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 ground other channels wouldn't

BBC1 BBC2 ITV1 Channel 4 five

Channel 4 is a distinctive and thought provoking channel

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

16-24

25-34

35-44

45+

ABC1

C2DE

Female

Male

E4 viewers are young, upmarket and female.

Age

Social Grade SexBARB, Jan-Oct 2010, Network homes, E4 Total.

Profile of the E4 audience, throughout the day

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

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

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%)

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%)

Our target audiences have a strong relationship with Channel 4

46

70

42

56

4156

45

43

34

3740

20

16-34s

ABC1s

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

3057

44

40

24

23

31

2366 59

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

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…Consumer Intelligence22ndOctober 2010

Britain Most Environmentally Cynical NationAccording 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).

MillenialsSpread Online Word of MouthAccording to a multimarket study released by Edelman and StrategyOne, over 80% of "millennial“consumers (those born 1980-95) regularly discuss brands on the web.In 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.Interestingly, 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%. Why do British millenialstrust brands less?Source: “Millenials spread online word of mouth”(WARC/Edelman, 18/10/10)

“New normal”Continues to Take Shape in the UKA 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 “the recession will change consumer behaviour forever”.

A broad acceptance 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 they buy”.Source: “New normal continues to shape the UK” (The Future’s Company/Marketing Week/WARC, 13/10/10)

The Future of the Chain RestaurantBoth 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 Include Beer and Wine?”(PSFK, 19/10/10), McDonald’s 2011 $2.4 Billion Makeover (PSFK, 22/10/10)

Research & Insight

Consumer Intelligence22ndOctober 2010

Britain Most Environmentally Cynical NationAccording 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).

MillenialsSpread Online Word of MouthAccording to a multimarket study released by Edelman and StrategyOne, over 80% of "millennial“consumers (those born 1980-95) regularly discuss brands on the web.In 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.Interestingly, 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%. Why do British millenialstrust brands less?Source: “Millenials spread online word of mouth”(WARC/Edelman, 18/10/10)

“New normal”Continues to Take Shape in the UKA 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 “the recession will change consumer behaviour forever”.

A broad acceptance 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 they buy”.Source: “New normal continues to shape the UK” (The Future’s Company/Marketing Week/WARC, 13/10/10)

The Future of the Chain RestaurantBoth 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 Include Beer and Wine?”(PSFK, 19/10/10), McDonald’s 2011 $2.4 Billion Makeover (PSFK, 22/10/10)

Research & Insight

FoursightRESEARCH & INSIGHTTRENDS NEWSLETTER

For more info please contact Leonie Hodge (lhodge@channel4.co.uk) or Laura Bryce (lbryce@channel4.co.uk)

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

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.

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 Wii”

“I get t

he tea on th

en

reward myself w

ith 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)

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.