4Insight Category Research

Christmas Food Shopping

This weeks one pager in our Festive series is about Christmas Food Shopping! Here are some of the insights we found…

4 Facts

Containing a mix of annual and monthly stats and content highlights, our Channel 4 factsheet helps to tell Channel 4’s story and demonstrate our positive impact.

Christmas Lights

Christmas Lights and the cost of living crises, here are some insights we found. 

Black Friday

We asked the One Pulse community about their thoughts on Black Friday. 

Kantar Cost of Living

Kantar have released new insights into the Cost of Living Crisis and consumer behaviour across 2022. Key highlights include... 

• 2022 has seen the highest percentage of adults saying they're finding it 'difficult or very difficult' since the question was first asked in 2006. 
• The number of adults who always look for food and drink promotions has increased by 10% since the previous survey (May to August)
• The % of people who say they would "pay to access content online" has decreased by 19 PP 
• The % of people who agree that 'advertising helps me choose what to buy' has increased by 3 PP

Black To Front - Insights

The Black to Front Project is part of Channel 4’s ongoing commitment to improve Black representation on screen and off screen. As part of this project, on September 10th 2021 Channel 4 broadcast programming featuring Black presenters, actors, writers and
experts, contributors, and programme makers.

Working with research agencies CI, BVA BDRC and Vox Pops
we got to the heart of the impact the content and advertising of this day had on our audience and the industry professionals involved in the initiative.

MOTN: Xmas & Rising Costs

We asked a series of questions to consumers around their thoughts and feelings towards Christmas this year to understand the extent to which the Cost of Living Crisis and the cascading consequences of the pandemic are impacting their plans for Christmas. 
 

UKTV Channel Profiles Q2

UKTV remains in an enviable position in the commercial market. Download for a deep dive into UKTV's Channel profiles and programme stats for Q2 2022. 

Marketing for Black Power

Ahead of Black History Month, Channel 4 wanted to explore 16-24 year olds’ exposure to Black History in school, with a specific focus on the importance of it being taught accurately, proportionately, and not through the white-lens

They also wanted to enrich their knowledge regarding how brands can authentically contribute to a equal society in order to inform brands upcoming Black History Month campaigns

MOTN - Cost of Living

The cost-of-living crises has influenced a diversity of purchase decisions for consumers

This research is the fourth wave of our Mood Of The Nation surveys which have taken place between March 2020 and January 2021. They aim to capture the thoughts and feelings of consumers in times of social and economic changes.

We asked a series of questions to consumers around attitudes towards everyday British life to understand the problems we currently face during the cost of living crisis. The fieldwork took place from the 6th May to 13th May 2022.

The research was undertaken using an online questionnaire given to members of our Core4 and 4Youth community, with a sample size of 1,215 respondents.

UKTV Sales Deck

Download the UKTV sales deck which provides a breakdown of their channel profiles and performance across the whole of 2021.

Here's a taste of what's inside: 

• Dave delivered it's best yearly share in 5 years
• Drama achieved it's best year for share ever in 2021
• Gold had it's best year since 2013
• Alibi delivered its best yearly share since 2016 and saw a record-breaking performance from UKTV Original Annika!

Channel Profiles & Reach

We've put together a deck outlining the profiles of all the Channel 4 channels, UKTV portfolio and All 4.

Each slide has an individual channel breakdown of gender, age, social grade and a comparison to the total commercial TV average along with some of their key reach stats. Pretty cool huh?

The All 4 profile is presented against the split of the actual UK population.

Mood of the Nation Q3 '21

Exploring viewer sentiment around the present, future, wider society and COVID-19. Along with hopes and fears for the future and key priorities right now.

Premiere breaks

We did some research into the power of our Channel 4 ad block premiere breaks​. 

It's clear that C4 Block Premiere intros help brands seem unique, trendsetting and trustworthy. 

C4 Block Premieres also achieve higher brand attribute scores vs. a standard ad format.
 

Christmas: The UK Mood

The report delves into how people are preparing for Christmas in a new normal, what they’re doing differently this Christmas, what they love about Christmas and what TV’s as well as brands roles are in the importance of Christmas 2021.

Sustainability Insight

Sustainability, what does it mean to our audiences?

We sent a survey covering the ever important subject of sustainability to our Core4 community.

We collected 817 responses, all of which were asked questions about their attitudes towards the environment and sustainability.

We covered several topics including the impact on purchase decisions and sustainability in a digital space.

Channel 4 Trust Research

We sent out a survey to 500 adults on opinion platform OnePulse, to understand what broadcaster channels consumers trust most, as well as understanding perceptions they have around Channel 4 specifically and trust.

C4 Brand Perception

Results of the most recent Brand Tracker research and outline that Channel 4 is seen as the most independent-minded, forward-thinking, innovative, youthful, exciting and mischievous channel. 

Perceptions that Channel 4 is better than five years ago have remained strong and are higher than any other broadcaster.

Channel 4’s positivity score among all adults is above all other commercial TV broadcasters. Among 16-34s, Channel 4 receives the highest positivity score of all TV broadcasters.

Remembering Paul Ritter

Following the news that the actor Paul Ritter, who played the iconic role of Martin Goodman in Friday Night Dinner, sadly passed away, we spoke to our 4Youth community about their favourite Paul Ritter and Martin Goodman moments.

Christmas: The UK Mood

In this section you’ll find the latest research reports on a host of different topic areas put together by our 4Insight team - first up, it's Christmas!

This report is made up of surveys sent to Channel 4’s Core4 and 4Youth communities as well as opinion panel OnePulse to form part of a wider report, with a total of 1450 responses from adults across the UK. The report delves into how people are preparing for Christmas in a new normal, what they’re doing differently this Christmas, what they love about Christmas and what TV’s as well as brands roles are in the importance of Christmas 2020.

Lockdown Roadmap Research

Following Boris Johnson's Roadmap announcement on Monday we spoke to 500+ adults and 570+ 16-24 year olds to see how they felt. 

Shopping In Store

We sent out three surveys to opinion platform OnePulse, to a sample of over 500 adults (16+) across the UK to find out their feelings on in store shopping & purchasing luxury items.

Channel profiles & reach

We've put together a super insightful deck outlining the profiles of all the Channel 4 channels, UKTV portfolio and All 4.

Each slide has an individual channel breakdown of gender, age, social grade and a comparison to the total commercial TV average along with some of their key reach stats. Pretty cool huh?

The All 4 profile is presented against the split of the actual UK population.