As reported in Campaign today a research study conducted by Ammirati Puris Lintas (APL) has revealed that 5 per cent of the sample would not be disappointed if they could no longer receive the channel. This is perhaps more ambivalence than outright dislike as 67 per cent questioned said they consider Channel 5 when planning to watch television, and a further 35 per cent say they watch a Channel 5 programme regularly.
The study showed that more women than men felt that Channel 5’s programmes were aimed at them and more than half of 15-24 year olds felt the programming targeted them.
However, 30 per cent of viewers complained that the poor picture quality they received spoilt their viewing. Paul Longhurst, media director of APL, believes that this should be taken into account when assessing the value of ad campaigns on the channel.
Ammirati Puris Lintas: 0171 932 8888
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