Channel 4 Quarterly Update Q 2 2018 Channel

Channel 4 Quarterly Update Q 2 2018

Channel 4 Highlights Channel 4 reached 90% of Adults, 90% of ABC 1 Adults and 81% of 1634 s in Q 2 2018. 43% 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, Q 2 2018 and TGI 04/17 -03/18 Channel 4 reached 40. 1 million Adults, 22. 1 million ABC 1 adults and 9. 5 million 16 -34 s on average each month Channel 4 viewers are +18% 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 17 12 19 15 ABC 1 50 42 C 2 DE 50 58 19 20 en M 43 45 57 55 45 -54 55+ 52 46 C 4 Total Commercial Age Source: BARB/Techedge, Q 2 2018 C 4 Total Commercial Social Grade Women C 4 Total Commercial Gender

Channel 4 reaches 78% of ABC 1 adults every month Average Monthly Reach (%) Average Weekly Reach (%) 84 78 68 64 53 48 41 36 36 24 CHANNEL 5 ITV 2 MORE 4 30 27 20 16 ITV 1 34 34 E 4 15 14 DAVE FILM 4 14 13 ITV 4 Source: BARB/Advantedge, Q 2 2018, 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 Channel 4 Fan 129 I Often Notice Products Or Brands That Appear In Tv Programmes And Films 122 121 118 114 I'm tempted to buy products Advertising helps me choose Whilst watching TV, I search I find TV advertising I've seen advertised what to buy on the internet for products interesting and it quiet often I've seen advertised gives me something to talk about 100 = st Source: TGI 04/17 -03/18 C 4 Fans: C 4 1 Favourite average adult

Reach of 100 TVRs ABC 1 Adults 45. 0 C 4 ITV C 5 Sky 1 42. 4 38. 6 35. 0 30. 0 28. 1 25. 0 21. 7 20. 0 15. 0 10. 0 5. 0 26 25 18 w 20 24 23 18 w 20 22 18 w 20 21 20 18 w 20 19 18 18 w 20 20 18 w 17 16 15 18 w 20 18 w 14 0. 0 20 % ABC 1 Reach 1+ 40. 0 Source: BARB/K 2, Based on 100 TVR target, Wk 14 -Wk 26 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