4music & box channels q4 2014. q4 highlights 4music & the box channels reached +8% more...

4Music & Box ChannelsQ4 2014

Q4 highlights

4Music & the Box channels reached +8% more 16-24s in Q4 vs. Q3

1D’s new video achieved an average audience of 106k on its first play in October

4Music & the Box channels reach 5.4 million 16-34s every month

Source: BARB/Advantedge, Q4 2014

4Music reaches more 16-34s each month than any other music channel (3.7m)

4Music viewers are commercially receptive, celebrities influence their purchase decisions (i=252) and they enjoy watching ads featuring their favourite celebrities (i=184).

Programme Title TVR

1 ONE DIRECTION'S BRAND NEW VID! 0.71

2 #YOUR4MUSIC: ALL STAR XMAS SPECIAL 0.70

3 MERRY XMAS FROM 4MUSIC! 0.57

4KIMBERLEY WALSH'S GIRLS OF THE

CENTURY 0.57

5THE VICTORIA'S SECRET FASHION SHOW

2014 0.54

6 MASSIVE 4MUSIC HITS! 0.51

7 8 OUT OF 10 CATS: XMAS SPECIAL! 0.51

8 8 OUT OF 10 CATS: UNCUT 0.49

9R'N'B & DANCE HITS OF 2014: OFFICIAL

TOP 0.48

10 DERREN BROWN: TRICK OF THE MIND 0.46

16-34s

Top rating 4Music programmes

Source: BARB/Advantedge, Q4 2014, unique programme titles

The Box channels reach more 16-34’s each

Source: GB TGI Q4 2014, 4Music & Box 6 : BARB/Advantedge, Q4 2014

month vs. these popular magazines

Music/Film mags combined Monthly reach -Mixmag, Mojo, Q & Empire = 711k

Men’s mags combined Monthly reach –GQ, Men’s Health, FHM & Loaded = 1m

Women’s mags combined Monthly reach –Glamour, Elle, Cosmopolitan & Company = 1.5m

4Music & Box 6 combined Monthly reach = 5.4m

4Music viewers start conversations…

The Touchpoints survey allows us to look at Category Catalysts. These

people are actively engaged in word of mouth. They have a large social

network, making recommendations about particular categories as well as keeping up to date with what’s new in

the same category.

4Music 16-34s over index for 13 of the 22

category catalyst topics – Meaning 4Music

is the place to be for word of mouth

exposure

Cars

i= 309

Jobs & Careers

i=245

TV, DVD & Audio

Equipment

i=202

Music

i=177

Mobile Phones

i=260

Clothes & Accessories

i=258

Shops & Shopping Centres

i=328

Beauty/Grooming Products

i=260

Children’s products

i=124

Entertainment & Media

i=118

Source: GB Touchpoints5, base = adults, top 10 indexing category catalysts shown for 16-34’s fav Channel 4Music

Source: GB TGI, Q4 2014 , base = adults. 4Music viewer defined as those who select is as 1st, 2nd or 3rd favourite channel, TA/DA with the statements.

The typical 4Music Viewer

4Music viewers rely on TV to keep them informed (i=126). They claim to enjoy TV ads as much as programmes (i=156), find them interesting to talk about (i=163), are tempted to buy products they’ve seen advertised (i=167) and tend to buy products from companies who sponsor TV programmes (i=159).

4Music viewers are commercially receptive, celebrities influence their purchase decisions (i=252) and they enjoy watching ads featuring their favourite celebrities (i=184). Whilst watching TV they will also search on the internet for products they’ve seen advertised (i=155) and claim that advertising helps them choose what to buy (i=125)

The typical 4Music Viewer

Source: GB TGI, Q4 2014 , base = adults. 4Music viewer defined as those who select is as 1st, 2nd or 3rd favourite channel, TA/DA with the statements.

4Music viewers tend to go for premium rather than standard goods/services (i=141). They like to go to trendy places to eat and drink (i=184) and can’t resist expensive perfume/aftershave (i=197) and spend a lot of money on toiletries/cosmetics (i=223)

They are conscious of appearance, many claiming they can’t leave the house without make-up (i=193), they spend a lot of

money on clothes (i=193), like to keep up with the latest fashions (i=192), wear designer clothes (i=196) and agree

that designer labels improve a person’s image (i=206)

They are trendsetters – love to buy new gadgets/appliances (i=137), buy new products before most of their friends (i=141) and people come to them for advice before buying new things (i=117)

They are connected and cannot do without mobile communication (i=135)