4Music & Box Channels Q4 2014. Q4 highlights 4Music & the Box channels reached +8% more 16-24s in Q4...
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Transcript of 4Music & Box Channels Q4 2014. Q4 highlights 4Music & the Box channels reached +8% more 16-24s in Q4...
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)