Q1 2014 - Channel 4 Sales

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Film4
Quarterly Update
Q1 2014
Film4 Highlights
Film4 is now the 7th biggest digital channel, in terms of share, for
ABC1 Men and 5th biggest for Men
Film4 is by far and away the biggest film channel, watched by
more people than all of the Sky Movies channels put together
Film4 viewers are commercially receptive. They find ads interesting to
talk about (index=141) and often notice products/brands in TV
programmes/films (index=138)
Film4 consistently performs well for light viewers, with January
being Q1’s best month with an index of 117
Film4 reaches more ABC1 Men on a monthly basis than competing
media (cinema, National Geographic, Empire & FHM)
Across Q1, Film4 had an average monthly reach of 24m for
individuals, beating Sky Movies average monthly reach of 10.7m
Sources: BARB/Advantedge Q4 2013/GB TGI 2013 Q4 (July 2012 – June 2013) base = adults, viewers defined as all adults who state Film4 as 1 st favourite channel
Our Programming
Film4 offers more than double the combined reach
of all Sky Movies
Source: BARB/Advantedge. Q1 2014, reach condition = 3 consecutive mins.
…and has a higher monthly reach
than competing media
ABC1 Men avg. monthly reach (000s) Q1 2014
Source: BARB/Advantedge Q1 2014. GB TGI 2014 Q2 (Jan – Dec 2013) base = ABC1 Men (cinema reach defined as ABC1 men who state
they visit the cinema once a month or more)
Top Rating Films
Adults
Rank
Programme Title
Date
TVR Adults
1
FILM: FAST & FURIOUS 5 (2011)
28/03/2014
1.4
2
FILM: DIE HARD 4.0 (2007)
06/03/2014
1.4
3
FILM: PAUL (2011)
17/02/2014
1.3
4
FILM: GHOST (1990)
10/01/2014
1.3
5
FILM: THE EAGLE (2010)
23/01/2014
1.3
6
FILM: KNIGHT AND DAY (2010)
08/03/2014
1.3
7
FILM: INDEPENDENCE DAY (1996)
23/02/2014
1.3
8
FILM: UNKNOWN (2011)
23/02/2014
1.3
9
FILM: HANNA (2011)
24/03/2014
1.2
10
FILM: SANCTUM (2011)
24/02/2014
1.2
Source: BARB/Advantedge, Q1 2014, Highest Occurrence
Film4 viewers are commercially
receptive & career minded
Film4 Viewers…
•
Are commercially receptive and enjoy TV ads as much as programmes (index=152), find ads interesting to talk
about (index=141) and often notice products/brands in TV programmes/films (index=138)
•
They also tend to go for premium rather than standard goods/services (index=135) and are influential amongst
peers, buying new products before most of their friends (index=114) and usually being the first to know what’s
going on (index=118)
•
Film4 viewers are career minded, agreeing that work is a career, not just a job (i=106). They want to get to the
very top of their career (index=130) and they like to take risks (index=106)
•
They are also image conscious. Film 4 viewers like to stand out in a crowd (index=118), have a very good sense
of style (index=118) and like to keep up with the latest fashions (index=111).
Source: GB TGI 2014 Q2 (Jan – Dec 2013) base = adults, viewers defined as all adults who state Film4 as 1st favourite channel
Other Research
A clear, distinctive brand image
“Film4 feels more highbrow. Rather than watching a blockbuster on ITV, it feels a but
more credible watching a film on Film4. It’s got a bit of a stamp of approval on it
already” (Female18-29 London)
“Subtle, quirky, cerebral, intelligent”
Film4 brand values
Expertise
Passion
Creativity
British
(Male 30-54 London)
• Film4 films are more accessible than often expected
• Credibility of the brand elevates the status of the channel
• Intelligent but not elitist
• Enables a relationship of trust
• It stretches experience – new discoveries with Flim4
Consumers are spending more on
in-home leisure
‘We see no reason why film TV
watching at home will decline. Indeed
the quality and appeal of film watching
in the comfort of our living spaces is
only set to rise
as ownership of high quality screens
that ever more impressively rival the
cinema increase and as access to films
at home multiply.’
Source: Future Foundation ‘Film and Cinema – Consumer engagement with films at home and in the cinema (May 2013)
Film4 has a strong male profile
Source: BARB/Techedge, Q1 2014
What’s coming up
Q2 2014
Handsome Devils
The Lincoln Lawyer
X-Men: Wolverine
Limitless
The American
Film4 shows off some seriously good-looking films, starring some of
Hollywood’s hottest leading men
Haywire
Champion Action
Top Gun
Red
The Gray
The Three Muskateers
The Transporter
Film4 airs some powerful, hard-hitting action
films including The Three Musketeers, The Gray
and Colombiana
Colombiana
Shooter
GI Joe The Rise of
The COBRA
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