The first month’s results from the new BARB Light Viewers panel has revealed that the top 20 programmes for reaching light viewers all came from C4. Out of the top 40 programmes the channel supplied 33.
The top programme is Channel 4 News, followed by Book Choice, Whose Line Is It Anyway, Brainspotting and Secret History. 16 out of the top 20 and 32 out of the top 40 programmes targeting light viewers were in the factual, film or current affairs area. The first month’s data also highlighted a bias towards programming on Sunday nights, with 11 of the top 40 programmes broadcast during this slot.
The data was assembled from BARB’s full Network panel for the month up to 18 August and light viewers are defined as the third of the commercial audience that watched commercial TV the least over the previous 28 days.
C4 say that the new classification enables agencies and media shops specifically to plan and buy for light commercial TV viewers for the first time.
For the latest TV data subscribers should click here
Channel 4: 0171 396 4444
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