Research BARB to look at audience figures for similar

programmes and discuss who your target audience is.

SECONDARY RESEARCH

BBC THREE:
TARGET AUDIENCE
BBC Three have asked me to make a programme about Binge drinking. This
programme would highlight the dangers of binge drinking in an informative
way yet still be of interest to the target audience. But I will first research who
the target audience are for BBC THREE so that my programmes can relate to
them. To do this, I will undertake secondary research on the internet to find out
more information.

DEMOGRAPHICS

AGE

16-34s

GENDER
SOCIAL
CLASS

MALE &
FEMALE
ABC1s

There are inquisitive, striving, determined,

ambitious, self-governing, brave and
adventurous so the shows on BBC Three
need to feel like they are connected with
their lives. But this doesnt mean that the
shows have to specifically be about youth
issues.
BBC Three programmes should present its audience
with a diversity of characters that they will admire
and love or love to hate. The crucial thing is this:
the shows should not be aimed at a very young
audience because this type of audience doesnt want
to be seen as kids.

BBC Three targets individuals who are

Light-hearted
& fun

Young in spirit
& mindset
PSYCHOGRAPHICS

(personality, values, opinions, attitudes, interests, and lifestyles)

Shows that are

The shows must also be

Opinionated &
thought-provoking
Shows that offer influential

Examples of life &

human nature

The shows must also be light-hearted and fun, so

entertainment that is opinionated and thoughtprovoking is what BBC THREE want to give to their
audiences. These shows need to offer influential
BBC Three requests their shows to relate
examples of life and human nature
with 16-34 years old, therefore tone is seen
as something of importance. The
implementation of humour is vital for the
audience but also need to remember that the
young audiences want the chance to
connect with others: these shows must
include things that are worth talking about,
good television that can be discussed with
their friends, and moments that will leave a
They
comedy, stand-out
goodlike
impression.
entertainment, brave
documentary and intelligent
factual format .

 The News Show, as it came to be called

upon launch, was later rebranded The 7
OClock News. However, the BBC
discontinued the bulletin in 2005,
following a recommendation made in
the 2004 Barwise Report, which found
that the channel's target audience
sought news from elsewhere.

Channel 4:
Target Audience
Why did I look at channel 4 rather than other TV channels. Well, it is
simple. BBC Three does not have a news and chat show format as their
programmes. Therefore, I decided to research on Channel 4 to find out
whether it incorporates news and chat show programmes in their
channels. It turns out that it does follow such formats so I looked at
Channel 4s target audience and I found out that it has a very similar
audience with BBC Three. I did a number of research on its demographics
and psychographics, and Ive discovered a large amount of interesting
information. After, I will compare the similarity between Channel 4 & BBC
Three. The research that Ive find is at the next page.

Channel 4 viewers are younger and more upmarket than

other commercial broadcasters
The profile of the Channel 4 audience throughout the day

16-34
ABC1

36

40

Female

58

55

42

45

C4 Total

Total
Commercial

35-44

45-54
C2DE

55

52

Male

55+

C4 Total

Age

Total
Commercial

Social Grade

Sex

Research also shows that Channel 4 is renowned for

creating new and exciting content and for covering
ground other channels wouldnt.
Channel 4 is the most talked
about commercial TV
channel for 16-34s
(TGI 2009)

Channel 4 is watched by
21 million ABC1s every
month (Barb Jan-Nov 09)

Channel 4 is a distinctive and thought

provoking
channel
% of people saying each channel is
best for

BBC1

BBC2

I TV1

Channel 4

40%

11%
6%

36%

10%

8%

five

Being provocative

11%

10%

12%
6%

Covering ground other channels wouldn't

33%

31%
17%

13%
5%

Trend setting

8%

10%

11%

8%

9%

Taking a different approach to subjects

Programme Highlights Over 2010

My Big Fat
Gypsy Wedding
Thurs, 22:00

This shows that there are more

people on the ABC1 social
grade who watch channel 4
programmes more than people
on the C2DE class.

Inds: 6.4m
ABC1 Profile: 47%
(3 profile points above the
YTD average of 44%)

Grand Designs

One Born Every Minute

Wednesday, 21:00

Tues, 21:00

Inds: 4m
ABC1 Profile: 57%
(13 profile points above
the YTD average of
44%)

Inds: 3.8m
16-34 Profile: 34%
(6 profile points above
YTD average of 28%)

Programme Highlights over 2010

The Million Pound Drop (all
eps YTD)

This Is England 86

Mon-Sat, 22:00

Inds: 3.2m

Inds: 2.3m

16-34 Profile: 44%

16-34 Profile: 28%

(16 profile points above

(Matching the YTD

the YTD average of 28%)

average of 28%)

Monday, 21:00

This shows that channel 4 targets

more people at the age range of 1634.

The Inbetweeners

Shameless

Mon, 21:00

Tues 22:00 (C4)

Inds: 4.1m

Inds: 3.1m

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)

16-34s

ABC1s
44

45

45

24

46

34

23
66

20

30

75
47

41

59
56

57
70

61

40

37

56

31
23

40

43

42