Date 4 November 2011 Page 5 Circulation 8000 Scale 100% Size 245cm Article AVE 1298.

viewers biggest users of social media

BY BALIHAR KHALSA

Channel 4 viewers are 36% more likely to regularly use the internet or mobile phones for social networking than the average 16+ adult, while E4 viewers are twice as likely, the channel has claimed. C4 viewers have also been found to participate in social networking activity more than their ITVl and Channel 5 counterparts, according to Futureproof, a study conducted by Kantar Media. The survey of 2,234 people aged over 12 in Britain asked participants about their awareness of social media, the frequency with which they use it, and how they access it. The research is released annually and aims to provide a snapshot of technology ownership and use of digital media. C4 has been showing the results of the study to advertisers, telling them that social media conversations "amplify" both its shows and the ads around them. It has also been highlighting engagement case studies such as Channel 4's Comedy Gala, The Big Fish Fight and the second series of Misfits, The latter had 7.5 million

Misfits: the second series had 7.5 million views on 4oD

views on 4oD, compared with 6.2 million cumulative TV views, and generated 96,000 tweets - with a total reach of 60 million, 628 blog mentions and 1.3 million page 'likes' on Facebook. C4 is currently pursuing a strategy of collecting data from its audience through online interaction and content, which it aims to share with advertisers. In September, 10 of the 20 most talked-about commercial TV programmes on social media were broadcast on C4. They included

Educating Essex, The Inbetweeners and Made In Chelsea. Top of the list was C5's Celebrity Big Brotherfinal, followed by ITVl's The X Factor, with Educating Essex third. Gill Whitehead, director of audience, technologies and insight, said C4 wanted to build even further on its engagement. "By knowing what our viewers like and don't like, and innovating and tailoring what we offer them, we can deepen engagement and encourage them to sample more C4 content."

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