Little Black Book

No one knows their audience better than us. We have a whole department dedicated to understanding what makes them tick. 

At Channel 4, we've constantly got our finger on the pulse - keeping track of all the latest market trends. On this page, you'll find our latest trend reports - download and use at will!

  • Back to school

    Little Black Book of...Back to School

    Download (PDF, 146.8KB)

    We’ve pulled together some key insights highlighting spending plans amongst parents of school-aged children, in preparation for the return to school in September 2023, following the summer holidays.

  • LBB Charities

    Little Black Book of...Charities

    Download (PDF, 3.2MB)

    We sent a survey to our Core4 community, which is made up of a subset of our Channel 4 streaming registered viewers and 4Youth, our community of 16-24s. In total we collected 1,130 responses. Respondents were asked questions about their current engagement with charities, donation motivations, preferred donation method, and the role of TV in charity comms. We also ran a second survey with our 4Youth panel to understand what makes a charity ad stand out to young audiences.

  • Little Black Book of...summer

    Download (PDF, 104.7KB)

    We've pulled together a one pager of insights using our OnePulse panel to explore what 16-34 year olds are most looking forward to this summer 2023. We also used this insight to highlight key spending opportunities, to help plan ad campaigns accordingly. 

  • Little Black Book of...Home & DIY Edition

    Download (PDF, 2.0MB)

    We sent a survey to our Core4 community, which is made up of a subset of our All 4 registered viewers and 4Youth, our community of 16-24s. In total we collected 1,020 responses. Respondents were asked questions about their home, furniture and DIY purchasing habits, their attitudes towards their home and their opinions towards Channel 4’s home programming.

  • Little Black Book of...Alcohol

    Download (PDF, 3.3MB)

    We sent a survey to our Core4 community, which is made up of a subset of our All 4 registered viewers and 4Youth, our community of 16 24s. In total we collected 1,247 responses. Respondents were asked questions about their drinking habits, alcohol criteria of choice, gifting, and the relationship between alcohol and media.

  • Little Black Book of...Fashion

    Download (PDF, 1.9MB)

    Respondents were asked questions about their fashion purchasing habits , the influence of social media and TV on their decisions and how they value sustainability within the fashion industry.

  • Little Black Book of...Cars

    Download (PDF, 1.9MB)

    This deep dive into the car market covers a variety of topics including purchasing decisions, attitudes towards electric vehicles and the perceptions of car brands who advertise on TV. You'll also find some insight into what viewers actually want to see from car brands in their future TV campaigns.

  • Little Black Book of...Beauty

    Download (PDF, 1.9MB)

    The latest instalment in our Little Black Book series covers a range of beauty topics including purchasing habits, sustainability and subscription services.

  • Little GREEN Book of...the Environment

    Download (PDF, 1.4MB)

    The Little Black Book has re-branded for this very special edition all about sustainability, the environment and climate change.

  • Little Black Book of...Fashion

    Download (PDF, 2.1MB)

    What are our viewers' favourite fashion brands, and why?

  • Little Black Book of...Sport

    Download (PDF, 3.3MB)

    Whether it's playing, watching or avoiding, here's everything you need to know on sport and fitness.

  • Little Black Book of... Black Friday

    Download (PDF, 815.9KB)

    Kicking off the Christmas shopping season with Black Friday - the biggest online shopping weekend of the year

  • Little Black Book of...Food

    Download (PDF, 1.8MB)

    Everything you need to know about cooking, eating out and food shopping.

  • Little Black Book of...Social Media

    Download (PDF, 1.4MB)

    What do people really think about being constantly connected?

  • Little Black Book of... Christmas Edition!

    Download (PDF, 2.6MB)

    Tis the season to be jolly....

  • Little Black Book of...Valentine's Day

    Download (PDF, 999.9KB)

    Love it or hate it, we've got the lowdown on what our consumer's think.

  • Little Black Book of...Halloween & Bonfire Night!

    Download (PDF, 3.4MB)

    Do you dare to take a look...?

  • Little Black Book of Easter

    Download (PDF, 1.4MB)

    The Easter Bunny is just around the corner!

  • Little Black Book of Bank Holidays

    Download (PDF, 735.4KB)

    What are consumers up to on those glorious bank holidays?!

  • Little Black Book of Travel

    Download (PDF, 1,015.8KB)

    With Summer coming up, we've got the inside track on our panelists travel plans for the year.

  • Halloween

    Download (PDF, 2.5MB)

    Seeing it as a chance to spend more time with their children, parents are spending more than ever on Halloween.

  • Festivals

    Download (PDF, 4.7MB)

    From field day fashionistas to lovebox luvvies, festivals are taking centre stage for young people this summer

  • Easter

    Download (PDF, 32.3MB)

    With Easter falling late in 2017, the wait for the long weekend is softened by egg-cellent offers in the run up

  • International Women's Day

    Download (PDF, 2.4MB)

    "Call on the masses or call on yourself to help forge a better working world - a more inclusive, gender equal world"

  • Valentines Day

    Download (PDF, 5.2MB)

    In 2017, Valentines day is not only about couples, but singles too.

  • Healthy Living

    Download (PDF, 6.1MB)

    To Bring in the new year, we've asked our panellists to share their thoughts on 2017 and the role that health will play.

  • Youth At Youletide

    Download (PDF, 6.2MB)

    Whilst the festive season brings joy to one and all, 16-34 year olds get particularly into the Christmas spirit

  • Christmas

    Download (PDF, 6.7MB)

    The biggest shopping season of the year is upon us, with consumers heading out on the high street and online in perperation for the festive season.

  • Black Friday

    Download (PDF, 1.9MB)

    Kicking off the xmas shopping season, Black Friday and Cyber Monday fall either side of the biggest online shopping weekend of the year