Channel 4 Quarterly Update Q 1 2019 Channel

Channel 4 Quarterly Update Q 1 2019

Channel 4 Highlights Channel 4 reached 90% of Adults, 90% of ABC 1 Adults and 81% of 16 -34 s in Q 1 2019. 30% of people who state that Channel 4 is their favourite channel are 16 -34 Channel 4 is the top converting commercial terrestrial channel for 16 -34 s and ABC 1 Adults Source: BARB/Techedge, Q 1 2019 and GB TGI January – December 2018 Channel 4 reached 41 million Adults, 22 million ABC 1 adults and 9. 3 million 16 -34 s on average each month Channel 4 viewers are +24% 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 35 -44 14 12 17 15 19 21 ABC 1 51 42 49 58 45 -54 55+ 56 47 C 4 Total Commercial Age Source: BARB/Techedge, Q 1 2019 C 2 DE C 4 Total Commercial Social Grade Men Women 42 44 58 56 C 4 Total Commercial Gender

Channel 4 reaches 79% of ABC 1 adults every month Average Monthly Reach (%) 84 Average Weekly Reach (%) 79 70 66 57 44 47 36 34 23 15 ITV 1 CH 4 CHANNEL 5 ITV 2 MORE 4 33 18 E 4 Source: BARB/Advantedge, Q 1 2019, reach condition = 3 consecutive mins. ITV includes breakfast and HD Base: ABC 1 Adults 31 28 26 15 14 DAVE FILM 4 14 ITV 3 12 ITV 4

Channel 4 viewers are commercially receptive and proactive… Index vs all adults – Any agree 124 Channel 4 Viewer 118 TV adverts are the type of I Often Notice Products Or ads they pay most attention Brands That Appear In Tv to Programmes And Films Source: GB TGI January – December 2018 – C 4 fan = C 4 is favourite channel 115 Find TV most useful in helpig make purchase decisions 109 I rely on TV to keep me informed Watching TV is my favourite pastime 100 = average adult

Reach of 100 TVRs ABC 1 Adults % ABC 1 Reach 1+ 50 C 4 ITV C 5 Sky 1 45 43, 2 40 39 35 30 27, 7 25 23, 7 20 15 10 5 Source: BARB/K 2, Based on 100 TVR target, 19 wk 1 -19 wk 13; Channels include +1’s 19 w 13 12 20 19 w 11 10 20 09 19 w 20 08 07 19 w 20 06 19 w 20 19 w 05 04 20 w 20 19 03 19 w 20 02 19 w 20 20 19 w 01 0

Channel 4 has a clear brand image C 4 C 5 ITV Takes risks with programmes that other channels wouldn’t 50 45 Tackles issues other Is always trying 40 channels wouldn’t something new 35 30 25 20 15 10 5 Is up to date/ 0 Challenges prejudice 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 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