Research Insight at Channel 4 In Research Insight

Research & Insight at Channel 4 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.

A Brief History of Channel 4

The schedule This is the most recent example of what Channel 4 is currently putting on air: *The schedule is subject to change

Channel Share 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. Individual share YTD 2010 16 -34 share YTD 2010 ABC 1 share YTD 2010 7. 0% 9. 3% 7. 4% Digital channels BBC 1 ITV 1 C 4 FIVE BARB, 2001 -2010 (up to 31 st Oct 2010), Network homes

Our Portfolio 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 -34 s, E 4 can outperform Channel Five in certain timeslots. 11. 0 10. 1 BARB, 2001 -2010, Network homes 10. 6 10. 3 10. 5 12. 1 11. 9 11. 8 11. 5

Channel 4 viewers are younger and more upmarket than other commercial broadcasters The profile of the Channel 4 audience throughout the day 16 -34 ABC 1 Female 35 -44 45 -54 C 2 DE Male 55+ Age BARB, Jan-Oct 2010, Network homes, C 4 Total. Social Grade Sex

Research also shows that Channel 4 is renowned for creating new and exciting content and for covering ground other channels wouldn’t out b a k n i h t e l p peo s e k a m 4 l e n ore m , s Chan y a w t n e r diffe d n a w e n t n i (Ipsos Impac l e n things n a h c l estria r r e t r e h t o y than an ) Tracker, 2010 Channel 4 is the most talked about commercial TV channel for 16 -34 s (TGI 2009) Channel 4 is watched by 21 million ABC 1 s every month (Barb Jan-Nov 09)

Channel 4 is a distinctive and thought provoking channel % of people saying each channel is best for… Source : C 4 Image Tracker, 2010. Base: 4, 000 UK Adults

E 4 is more than just an entertainment brand, it’s a lifestyle “Targeted for teenagers, brilliant comedy” Female Inbetweeners viewer, age 15. Taken from E 4 focus groups. he t f o 8 r t fo igital n u o c c a s E 4 showprogrammes on rd top 10 annels this yea ch p 2010) n-Se (BARB Ja E 4 is the favourite digital channel of 16 -34’s (TGI Q 4 2010) E 4 is amon more tal ked a gst 16 bout -34’s than (Hall & Pa rtner ITV 1 resear ch 20 ! 10)

E 4 viewers are young, upmarket and female. Profile of the E 4 audience, throughout the day 16 -24 ABC 1 Female 25 -34 35 -44 C 2 DE Male 45+ Age BARB, Jan-Oct 2010, Network homes, E 4 Total. Social Grade Sex

More 4 has a unique appeal to intelligent, affluent and informed viewers Watched by nearly half of all ABC 1 adults every month (11. 3 million) on s i V T ing h c t a w rs st times e w e i v e 4 ourite pa r o M r Fo their fav of 010) (TGI 2 (Barb Jul-Sep 10) For M is the ore 4 view most i ers the mport ant ro kitchen the ho om in use (TGI 2010) e

More 4 has an older, upmarket following Age Profile of the More 4 audience, throughout the day Social Grade Sex 16 -34 ABC 1 35 -44 Female 45 -54 C 2 DE 55+ BARB, Jan-Oct 2010, Network homes, More 4 Total. Male

Programme Highlights over 2010 My Big Fat Gypsy Wedding Thurs, 22: 00 Inds: 6. 4 m ABC 1 Profile: 47% (3 profile points above average of 44%) the YTD Grand Designs One Born Every Minute Wednesday, 21: 00 Tues, 21: 00 Inds: 4 m Inds: 3. 8 m ABC 1 Profile: 57% 16 -34 Profile: 34% (13 profile points above (6 profile points above YTD average of 28%) the YTD average of 44%) Source: BARB YTD 2010 Series Averages. Vo. D Views 7 days post tx, .

Programme Highlights over 2010 The Million Pound Drop (all eps YTD) This Is England 86 Mon-Sat, 22: 00 Inds: 3. 2 m Inds: 2. 3 m 16 -34 Profile: 44% 16 -34 Profile: 28% (16 profile points above (Matching the YTD average of 28%) Monday, 21: 00 average of 28%) The Inbetweeners Shameless Mon, 21: 00 Tues 22: 00 (C 4) Inds: 4. 1 m Inds: 3. 1 m 16 -34 Profile: 59% 16 -34 Profile: 40% (An impressive 31 profile points above the YTD (12 profile points above the YTD average of 44%) average of 28%)

Our target audiences have a strong relationship with Channel 4 Emotional Connection (Average scores from 1 -100) How close do you feel to each of these channels? 16 -34 s ABC 1 s 44 45 45 24 46 34 23 66 20 41 59 56 57 30 75 47 70 61 40 37 56 31 23 40 Source : Hall & Partners tracking, September 2010. Base: 1, 042 Adults; 345 16 -34 s; 601 ABC 1 s 43 42

Keep me in touch with our youth audience 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 -24 s 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 up to date with the latest trends 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… 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… Foursight RESEARCH & INSIGHT TRENDS NEWSLETTER For more info please contact Leonie Hodge (lhodge@channel 4. co. uk) or Laura Bryce (lbryce@channel 4. co. uk)

Keep me in the know 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 touch with what our viewers want CASE STUDY: Qualitative research into the 5 pm slot. We wanted to find out what was going on between 5 -6 pm in the new era of multiscreen 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 5 pm 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 5 pm, 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. a with f l e mys again” d r a rew starting n e h e on t e befor a e t in t the ss of w e g “I k gla quic is on – V T e I hilst th e that long. w d n u k er aro mes n’t ta “I pott gs which do 4 – program el ” thin doing ght to Chann think about i o go stra don’t have t you “I’ll they watch C ’re h avin ome Di g sh n ower e with m s Wii” or playi e whilst ng o n th e “Coa ch T work rip is my up t g o do uity ple ing t a he c sure wh ooki i ng” le I For more info please contact Leonie Hodge (lhodge@channel 4. co. uk)

If you’re a producer and want to find out more about the research we do, please contact cnewman@channel 4. co. uk for further information.