Channel 4 To Stage Ratings Coup With Friends And Big Bro
Channel 4 is set to record a ratings smash next month as it airs the final episode of hit sitcom Friends sandwiched between the two opening-night shows of Big Brother.
The latest outing of Big Brother will be the fifth series shown by Channel 4, proving highly lucrative, if a little controversial. The last series was panned by critics, claiming the show had lost its appeal and that the format had become stale.
Nevertheless, Channel 4 expect massive ratings when the new series is launched on 28th May, not to mention bumper advertising revenue, with 30 second spots being sold for around £100,000.
The addition of the final episode of Friends will only add to the mix, as the current, and most successful, series comes to a glittering finalé. Ratings for the current series of the American sitcom have been consistently high, averaging at around 4 million viewers, so predictions of a huge ratings peak cannot be far from the mark.
Commenting on the demise of Friends, and the associated ratings boom, Andrew Canter, broadcast director at the Media Planning Group, said: “This happened last year, Friends has been partnered up with Big Brother to boost ratings before, but obviously this year it will generate huge ratings given the amount of interest surrounding the final series. The fact that Big Brother is being broadcast that night as well will only enhance those viewing numbers.”
He added: “With it being the last ever Friends advertising costs are going to be high, it’s going out with a bang and will be promoted heavily, so I think it’s a justifiable rate. What people actually pay depends on what deals were struck between Channel 4 and individual advertisers.”
Channel 4 last hit the ratings jackpot with the finale of Sex And The City last month, when a peak of 4.4 million viewers turned on to watch the culmination of the programme’s sixth series (see Over 4 Million Tune In For Sex And The City Finalé).
Speculation has been raised over the future of Channel 4’s sitcom content, as Friends and Frasier are the last high-rating shows with new series left on their schedules. With the latter due to end later this year the broadcaster could face a tough time finding a replacement.
Channel 4 announced its Spring schedule in February, revealing a heavy reliance on The Simpsons, recently poached from the BBC, to prop up tea-time viewing (see Channel 4 Announces Spring Schedule Highlights). In January the broadcaster revealed that its audience share had fallen below the ten percent mark for the first time in over a decade during 2003, although profits have been tripled as numerous cost cutting exercises begin to bear fruit (see Outlook Improves For Channel 4 As Profits Triple).
Channel Four: 020 7396 4444 www.channel4.com
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