BBC Publishes TV Audience Insight Research
The BBC has published a study, which will give television producers valuable insight into the viewers that they are making programmes for.
The comprehensive research, which is available to anyone who wants a programme commissioned by the BBC, is broken down into eight sections, including “parents”, “over-55s” and “children”.
“Weekends are the perfect time to watch ‘Together TV’ – the time of the week where the family can all sit down and watch,” says the document. “Programmes that can get the family talking about what’s on the screen are often a success – perfect examples are Big Brother and Dr Who. Other ‘Together TV’ formats that work well include films, big single-episode dramas or big event/themed nights.”
The findings suggest that children consider television to be one of life’s staples but that their viewing is lessening as other forms of media compete for their attention.
“Latest [BBC] research reveals that all 6 to 10-year-olds and 97% of 11 to 15-year-olds play electronic games. Children’s bedrooms are filled with all sorts of gadgets. They are increasingly becoming self-sufficient islands, packed with a range of entertainment and comfort items,” it reads. “More than a third of all children have their own PC or laptop. One in five go online in their own room. (This is higher amongst 11 to 16-year-olds).”
The research shows that Sky is very popular and that 16 to 24-year-olds often relate best to media that is relevant to them and that media is one of the most powerful guides on what to do and how to feel.
“The young do not often associate the BBC with things that are relevant to them,” says the report. “16 to 24s are more likely to watch and value Channel 4… Entertainment is important for them, factual content less so.”
Big Brother, Comic Relief and The X Factor are their favourite shows and that this age group prefers to stay away from programmes relating to religion, debate, politics and classical music.
The study says that 35 to 54-year-olds make up 35% of all TV viewing and this group is the core audience for BBC one, whilst the over 55s “are more positive towards the BBC than most adults. They believe that the BBC is an important part of UK culture and that the BBC has high standards of quality.”
The role of TV changes, depending on how wealthy the audience is: “The more affluent you are, the less TV you consume. Affluent over 55s spend about the same time watching TV (26 hours per week) as all individuals. The least affluent spend much more time watching multi-channel TV.”
BBC: 020 8743 8000 www.bbc.co.uk