Channel 4 Quarterly Update Q 1 2018 Channel

Channel 4 Quarterly Update Q 1 2018

Channel 4 Highlights Channel 4 reached 92% of Adults, 92% of ABC 1 Adults and 85% of 1634 s in Q 1 2018. 41% of people who state that Channel 4 is their favourite channel are 16 -34 Channel 4 is the top converting commercial terrestrial channel for both 16 -34 s and ABC 1 Adults Source: BARB/Techedge, 2018 Q 12 TGI 01/17 - 12/17 Channel 4 reached 41. 7 million Adults, 23. 3 million ABC 1 adults and 10. 3 million 16 -34 s on average each month Channel 4 viewers are +16% more likely to say TV adverts are the types of ads that they pay most attention to.

Audience Insight

Channel 4 profiles a young ABC 1 audience 16 -34 20 35 -44 15 17 12 ABC 1 19 20 51 43 49 57 en M 41 44 59 56 45 -54 55+ 52 45 C 4 Total Commercial Age Source: BARB/Techedge, Q 1 2018 C 2 DE C 4 Total Commercial Social Grade Women C 4 Total Commercial Gender

Channel 4 reaches 82% of ABC 1 adults every month Average Monthly Reach (%) 85 Average Weekly Reach (%) 82 71 67 59 44 48 41 24 ITV 1 CH 4 CHANNEL 5 ITV 2 40 21 19 MORE 4 37 E 4 34 31 17 16 DAVE FILM 4 30 16 ITV 3 12 ITV 4 Source: BARB/Advantedge, Q 12018, reach condition = 3 consecutive mins. ITV includes breakfast and HD Base: ABC 1 Adults

Channel 4 viewers are commercially receptive and proactive… Index vs all adults – Any agree 133 Whilst watching TV, I search on the internet for products I've seen advertised I Often Notice Products Or Brands That Appear In Tv Programmes And Films Source: TGI 01/17 -12/17 C 4 Fans: C 4 1 st Favourite 132 Channel 4 Fan 130 128 I find TV advertising Advertising helps me choose I'm tempted to buy products interesting and it quiet often what to buy I've seen advertised gives me something to talk 100 = about average adult

Reach of 100 TVRs ABC 1 Adults 50. 0 C 4 % ABC 1 Reach 1+ 45. 0 ITV C 5 Sky 1 44. 0 40. 0 38. 7 35. 0 30. 0 26. 1 22. 5 25. 0 20. 0 15. 0 10. 0 5. 0 13 18 w 12 20 18 w 20 11 10 18 w 20 09 18 w 20 08 07 18 w 20 06 05 18 w 20 20 18 w 04 03 02 18 w 20 20 18 w 01 0. 0 Source: BARB/K 2, Based on 100 TVR target, Wk 01 -Wk 13 2018; Channels include +1’s

Channel 4 has a clear brand image C 4 risks C 5 with ITV Takes programmes that other channels wouldn’t 50 45 40 35 30 25 20 15 10 5 0 Tackles issues other channels wouldn’t Is up to date/ contemporary Caters for audiences other channels don’t cater for Makes me think about things in new and different ways Source : IPSOS Image Tracker, 2017 Q 1 Is always trying something new Challenges prejudice Has programmes which show different kinds of cultures and opinions within the uk

Channel 4’s audience is highly connected Average person C 4 viewer Follow TV Channels/Shows on social media 130 110 Viewed Videos/Photos posted by media brands on Snapchat Use Facebook or Twitter accounts 90 70 Watched live TV on a tablet in the last 4 weeks 50 Facebook is the social network I would miss the most Source: Channel 4/Kantar Digital Landscape Survey 2017; index 100 = average GB adult; in the last month ; C 4 viewer = 1, 2, 3 favourite channel