Secondary Research

Channel 4 claims to know their audience, that's what keeps them top of mind when it comes to being seen as trend setting, innovative, controversial (in a good way), creating new programmes that others copy and ground breaking by ABC1 16-44s.

Their research and insight team work hard to reveal the intricacies of our marketplace.
It's their role to answer questions like how do 16-24s see themselves; who likes which programmes ; how can brands maximize their returns from advertising on Channel 4 and how do different platforms affect viewing?
Key researched information points:

• Females are significantly more likely to spend money on clothes and socialising whereas males are more likely to spend on gadgets and computer games.
• Males are significantly more likely to be engaging with online activity.
• BBC1 and E4 are the two most popular channels for 14-19 year olds.
• iPlayer and 4oD are the most popular TV services for watching/downloading programs on demand.
• Future financial stability and job prospects were a worry for all, even the younger age groups, triggered by the current economic climate.
• Cyber bullying and issues of cyber safety were big concerns for girls.
• Boys were particularly concerned about personal hygiene.

The above are different ways in which the company have investigated and explored general information about their audiences, taken from the general public.

Certain aspects of their findings we could also use to gain knowledge of our audiences preferences, likes and dislikes. All feedback is positive feedback of which we can gain an all-round picture of what is needed to present a good music video, showing that we have taken our audiences point of view into account.