Diversity as a business Opportunity

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1 Diversity as a business Opportunity a preliminary look at TV Preferences of ethnic minorities in UK March

2 Caribbean British African Any other African/Caribbean background BARB ethnic IDs were compressed into groups to build sample sizes Indian British Pakistani Bangladeshi Chinese Arab European Irish Gypsy or Irish Traveller IDs self-reported by panel members Any other background British English/Welsh/Scottish/Northern Irish/British 2

3 191 mins We found Significant Differences in Minutes of Viewing per Day (MVD) 157 mins 225 mins Average daily viewing by Ethnic Group: mins Attentional Ltd. 3

4 To adjust for differences in viewing behaviour we analysed the viewing of TV in primetime by ethnic group. Share of Viewing in primetime (18:00 to 23:00) by Ethnic Group. January British All Ethnic 89% 11% 3% European 5% 3% 89% of primetime viewing came from the British group, while the three minorities were only responsible for 11% of viewing. Using 11% as a benchmark we can see where shows are equally enjoyed by minorities Attentional Ltd. 4

5 Pinpoin Actio t n Shred Viewing Of the top primetime shows on BBC1 and ITV in a sample month, only one passed the benchmark. Other content was not enjoyed as much by minorities. Title CORONATION STREET WHEN ANT AND DEC MET THE PRINCE EMMERDALE VERA ENDEAVOUR MIDSOMER MURDERS BENIDORM THE NATIONAL TELEVISION AWARDS 2016 BIRDS OF A FEATHER MR SELFRIDGE British 92% 93% 93% 96% 96% 96% 96% 93% 95% 94% Ethnic Title British Ethnic 7%SHERLOCK 90% 9% CALL THE MIDWIFE 7% EASTENDERS 6% SILENT WITNESS 4% DEATH IN PARADISE 4% WAR AND PEACE 4% 4%COUNTRYFILE 96% 4% 87% 13% 94% 5% 92% 7% 93% 7% 95% 4% 96% 4% 94% 6% 91% 9% ATTENBOROUGH AND 7%THE GIANT DINO 5%MRS BROWN'S BOYS 6%THE VOICE UK Top 10 primetime shows on BBC One and ITV: January 2016 Attentional Ltd. 5

6 Table 1 Out of every hundred people in each group, it was watched by To better understand viewing preferences by ethnicity we used Z-score, as shown in this worked example. Negative scores are coded Red, Positive scores Green in the following slides, and scores are graded by colour intensity...resulting in a Z-Score of British 7.5% British 4.5% European 8.4% -8.4 British 13.6% +3.6 All 12.2% All Viewers: Jan- June Source: BARB, Overnights.tv 6

7 Channels targeting Ethnic Groups British British European British BET PTC Punjabi Colors TV Preferences by Channel All Viewers: Jan- June Source: BARB, Overnights.tv UMP Movies Al Jazeera Major Channels BBC One BBC Two ITV Channel 4 Channel Five British British European British

8 Other Channels British BBC Four Preferences by Channel BBC News ITV 2 ITV 3 All Viewers: Jan- June Source: BARB, Overnights.tv ITV 4 ITV Be E4 More4 Film British Sky Channels European British British Sky 1 (Total) Sky Arts Sky Atlantic Sky News Sky Sports 1 Sky Sports 2 Sky Sports F1 Sky Living (T) British European British

9 Cricket Content Preferences By Genre: Content is Illustrative of Genre only. Non UK Soaps Reports on Social Issues British Moral and Religious Issues Preferred Genres Content Illustrative Only American Football 9

10 Content Preferences By Genre: Content is illustrative of Genre only. Non-UK Films Acts of Worship Poker British US Series Preferred Genres Musical Performance 10 Content Illustrative Only

11 Content Preferences By Genre: Content is illustrative of Genre only. Gaelic Football Opera Technology European Music Docs Preferred Genres Content Illustrative Only 11 Ballet

12 Angling and Fishing Content Preferences By Genre: Content is illustrative of Genre only. Sit Coms Lottery Shows British UK Films Preferred Genres Greyhound Racing 12 Content Illustrative Only

13 Factual Drama Football Shared Genres: Content is illustrative of Genre only. Cookery Science and Medical Shared Genres US Films 13 Content Illustrative Only

14 British Preferences Title Euro Title Euro 1 BOMBAY RAILWAY DISPATCHES: BRITAIN'S PENSIONER CARE SCANDAL THE INTERNSHIP RICK STEIN'S INDIA EXPOSURE: SAUDI ARABIA UNCOVERED BBC NEWS SPECIAL: EU REFERENDUM LAS VEGAS WITH TREVOR 13 MCDONALD 4 EAT WELL FOR LESS? ZOOLANDER ID FRAUD - HOW THEY STEAL YOUR ALI KEEPING UP WITH THE KHANS BBC NEWS AT TEN THE JIHADIS NEXT DOOR CRIMEWATCH UK HAND OF GOD INDIAN SUMMERS HOME AND AWAY DISPATCHES: HOUSING BENEFIT PARKINSON MEETS MUHAMMAD 10 A COOK ABROAD MILLIONAIRES All Viewers: Jan- June Source: BARB, Overnights.tv 14

15 British Preferences Title 1 PPB: LIBERAL DEMOCRATS Euro Title AGE GAP LOVE (SERIES) CONSPIRACY: THE MISSING EVIDENCE Euro THE INTERNSHIP 3 CATS MAKE YOU LAUGH OUT LOUD 2 4 DO WE NEED THE MOON? TENNIS: AUSTRALIAN OPEN THE FEARLESS CHEF 6 MILLIONAIRES' MANSIONS LAGOS TO LONDON: BRITAIN'S -0.5 NEW SUPER RIC THE CUBE (SERIES 8) THE YOUNG MONTALBANO REFERENDUM CAMPAIGN BROADCAST COME DINE WITH ME: CHAMPION OF CHAMPIONS HEARTBEATS WPC PPB: UKIP PPB: CONSERVATIVE PARTY BIG BROTHER: LIVE FROM THE HOUSE BIG BROTHER'S BIT ON THE SIDE All Viewers: Jan- June Source: BARB, Overnights.tv 15

16 Euro Preferences Title 1 THE WORLD'S WEIRDEST WEATHER 2 EUROVISION SONG CONTEST: SEMI-FINALS 3 ATTENBOROUGH'S PASSION PROJECT Euro Title THE YOUNG MONTALBANO Euro MARY BERRY'S ABSOLUTE FAVOURITES YOUR CHILD IN THEIR HANDS: 13 KIDS' HOS ICE AGE: THE GREAT 17 EGG-SCAPADE BOMBAY RAILWAY LOVE ISLAND: THE WEEKLY 14 HOT LIST 5 MILLIONAIRES' MANSIONS PEAKY BLINDERS 6 WORLD'S BIGGEST BEAST THE INTERNSHIP WHEN POP WENT EPIC: THE CRAZY WORLD OF T 8 HAND OF GOD INSIDE DEATH ROW WITH 18 TREVOR MCDONALD 9 BBC NEWS SPECIAL: EU REFERENDUM TRAPPED (ICELANDIC) BORDERTOWN DO WE NEED THE MOON? All Viewers: Jan- June Source: BARB, Overnights.tv 16

17 British Preferences Title Euro Title IT WAS ALRIGHT IN THE 1970'S Euro SWIMMING SILENT WITNESS HOW NOT TO DIY 2 CANALS: THE MAKING OF A NATION LIVE INTL RUGBY UNION: AUS V ENG CHASING MONSTERS PRE-HISTORIC RIVER MONSTERS 5 THE DOG RESCUERS WITH ALAN DAVIES PPB: LIBERAL DEMOCRATS CAR CRASH BRITAIN: CAUGHT ON CAMERA CALL THE MIDWIFE THE SATURDAY NIGHT STORY GRANTCHESTER DARTS: WORLD CHAMPIONSHIPS THE A WORD UNBELIEVABLE MOMENTS: CAUGHT ON CAMERA HIDDEN AND FORBIDDEN: BRITAIN BY DRONE MARCELLA PPB: UKIP All Viewers: Jan- June Source: BARB, Overnights.tv 17

18 Underperforming Content: by Minority Table 1 British Group Preferences Ranked by Negative Z-Score Z score British Z score European Z score SILENT WITNESS SILENT WITNESS CRIMEWATCH UK CALL THE MIDWIFE MARCELLA MARCELLA GRANTCHESTER GRANTCHESTER -9.8 THE A WORD THE A WORD DEATH IN PARADISE -9.2 GRANTCHESTER SHETLAND THE SECRET -8.2 SILENT WITNESS THE SECRET THE A WORD -8.2 DEATH IN PARADISE -8.0 DEATH IN PARADISE CALL THE MIDWIFE -8.0 CALL THE MIDWIFE -7.5 MARCELLA HAPPY VALLEY -7.5 HAPPY VALLEY -7.3 HAPPY VALLEY SHETLAND -7.4 TAKE ME OUT (SERIES 8) ANT & DEC'S SATURDAY -6.4 UNDERCOVER -8.5 STILL OPEN ALL HOURS NIGHT THE NIGHT MANAGER -8.2 ANT & DEC'S SATURDAY -6.2 SUGAR FREE FARM KILLER WOMEN WITH -6.1 NIGHT MR SELFRIDGE -8.1 THE JUMP PIERS MORGAN Z score Average All Viewers: Jan- June Source: BARB, Overnights.tv 18

19 Credits w.freesfx.co.uk Images: Shutterstock Data: BARB, Attentional, Overnights.tv Design: Paula Rossello Analyst: Alejandro Macias Contact: BARB data may only be published with the appropriate BARB licence. 19

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