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C4 Audience
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Channel 4 attracts audiences that are most valuable to advertisers: the young, the upmarket, 'light' viewers and those consumers who are most likely to be the earliest adopters of new technologies and services.
Channel 4 was established in 1982 as a 'minority channel' and was funded by ITV's advertising revenue. Since 1993, when it began to sell its own advertising, it has had to become more aware of the needs of advertisers.
The Channel attracts an audience share of about 10%, but it is not just the general audience that is important to the Channel's advertisers. They and the Channel are interested in the different groups that might be watching and BARB breaks down the viewers into audience groupings. These are the audience groups measured by BARB.
All individuals
The Channel 4 schedule may attract only 5-12% of the total potential television audience of 56 million, but the Channel is watched heavily by audience segments that are very attractive to advertisers. In economic terms the CPT (cost per thousand) of reaching these desirable audiences is lower than on other commercial channels.
Young
The BARB definition of 'youth' is those in the 16-24 and 16-34 age groups. The UK has a 'Universe' (total population) of 7.3 million 16-34 year olds. Channel 4 often attracts 15% of this audience (with a further 4% watching E4). Young people watch far less television than the rest of the population and are therefore generally difficult for TV advertisers to reach.
Up-market
The BARB definition of 'upmarket' is those who are in the A, B and C1 socio-economic groups, approximately 22.5 million people. The obvious attraction of these groups to advertisers is that they have relatively high disposable incomes. ABC1s also appear to watch less television than average. Channel 4 often attracts 10-12% of this audience.
The young upmarket
16-24 year old ABC1s are the highest spending consumers in the UK. Channel 4 can often attract 15% of this group (and more like 20% if E4 is also counted).
Light viewers
This group make up about 15% of the population. They are highly selective in their viewing, watching less than 40 minutes of commercial TV per day. This presents a challenge to advertisers who have to spend a fortune to ensure their campaigns reach them. Channel 4 can attract 6-10% of this audience.
Early adopters
This audience isn't measured by BARB, but consists of generally young, up-market men who tend to be the first to adopt new technologies or trends.
Households with children
This group is attractive to many best-selling brands. A programme like 'Big Brother' can attract 20% of this audience, though 5-10% would be more usual.
