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Channel 4 Dependence On Big Brother

By: NMK Created on: October 10th, 2006
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New research highlights Channel 4's dependence on the Big Brother format. Without its ratings from the multi-programme format, the channel would have had 9 per cent less share of all-hours viewing in the year ending 31st August 2006...

New research highlights Channel 4's dependence on the Big Brother format. Without its ratings from the multi-programme format, the channel would have had 9 per cent less share of all-hours viewing in the year ending 31st August 2006...

[Register and post your own comments on this report below...]


What if there was no Big Brother on Channel 4? What if, instead, there were programmes that performed in-line with the Channel 4 average?

The answer is that Channel 4's all-hours share would have gone from 9.70% in the 12 months ending 31st August 2006 to 9.25%.

The impact on Channel 4's 16-34 target demographic would be particularly severe, from 12.83% to 11.63%, a reduction of nearly 9% in the time spent watching Channel 4 by the 16-34 age group.

E4 also shored up by Big Brother properties

The impact is not confined to Channel 4: the brand has formed an important cornerstone of the E4 schedule right from the channels launch.

In the 12 months ending 31st August 2006, E4 screened 2,060 hours of Big Brother and its spin-off shows (Big Brothers Little Brother, Big Brothers Big Mouth, and Celebrity Big Brother).

These hours accounted for a quarter of all viewing to the channel. The second chart shows the impact of losing Big Brother on the C4 network (Channel 4 and E4).

Rumours surfaced this summer linking ITV with a bid for Big Brother. The figured from DG&A give some idea of the potential impact this could have on C4.

Methodology: To identify the contribution of Big Brother and its spin-off programmes to the C4 Network, David Graham & Associates calculated the C4 and E4 shares of viewing after removing all the Big Brother related slots from the schedule, which is conceptually equivalent to assuming that the Big Brother slots only ever achieve the non-Big Brother channel averages.

About David Graham & Associates Ltd:
David Graham & Associates started life in 1990 as an analyst of television audience data (TAM). One of its divisions, DGA Metrics, is the UKs leading independent supplier of audience behaviour data. DGA now employs a highly-qualified team of analysts and econometricians and merges proprietary data with standard industry sources to provide unique value-added service. DGA now has a number of associated companies: including Attention Inc. to launch the Attention System and provide a presence in the large US entertainment market. Clients of the associate companies now include most US studios, the European Commission, television networks in Australia, the UK and the US, a major advertising agency in Japan and most of the UKs leading independent producers. www.dganet.co.uk

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