Appendix 3 TV Viewing Data
hat is the range of influences on children s food choices? ole of TV How much TV is viewed? Children (aged 4-15) watch an average of 17 hours of TV a week 12 hours (71%) is spent in adult airtime, 5 hours (30%) in children s airtime There has been an increase in viewing in children s airtime driven by the popularity of the BBC s digital channels 2.6 hours (15%) is spent in commercial children s airtime (excl. Disney) Commercial, non-terrestrial channels (e.g. Fox, Nick Jr) account for almost three quarters of children s viewing (1.9 hours) in commercial children s airtime But the BBC s share is increasing Children s viewing peaks in the morning (8.15 am) and in the evening (7.45 pm) The top 20 programmes watched by children in 2003 are primarily outside of children s airtime (e.g. EastEnders, Corrie and Comic Relief top the list) There are marked variations by demographic group. In both absolute and relative terms Younger children watch more TV in commercial children s airtime than older children Children in multi-channel homes watch more TV overall (17.7 hrs vs. 12.8/15 hrs) and more TV in commercial children s airtime than children in terrestrial/dtt homes DE children watch more TV overall (20.6 hrs vs. 13.2 hrs) and more TV in commercial children s airtime than AB children in absolute terms Total hours/commercial children s airtime p.w.. % viewing time/ commercial children s airtime p.w.. Age 4-9 3.4 19.8% Age 10-15 1.9 11% Multich. 3.2 18.2% Terr. 1.1 8.7% DTT 1 6.5% AB 2.0 14.8% DE 3.0 14.4%
1% (12 hours/weekly) of children s viewing is in adult irtime, 29% (5 hours) in children s airtime Split in Total Viewing (Weekly), Children otal Hours 17.4 16.7 17.2 Split in Total Viewing (Weekly), Children Total Hours 17.4 16.7 17.2 5.8% 7.8% 7.8% Proportion of Viewing 72.9% 73.2% 71.2% 12.7 hours 12.2 hours 12.3 hours 27.1% 26.8% 28.8% 4.7 hours 4.5 hours 5.0 hours Total 'Other' Total Children's Airtime (Terr. Slots+Children's Channels) Proportion of Viewing 38.5% 39.5% 39.1% 28.6% 25.8% 24.4% 27.0% 26.8% 28.7% 'Other' Late-nig (10.30pm-Clos 'Other' Peaktim (6pm-10.30pm 'Other' Daytime (6am-6pm) Total Children's Airtime (Terr. Slots+Children Channels) 2001 2002 2003 2001 2002 2003 Source: BARB
hildren spend 15% (2.6 hrs/week) of total viewing time in ommercial children s** airtime Split in Total Viewing (Weekly), Children tal Hours 17.4 16.7 17.2 All other Commercial All other BBC 46.1% 47.9% 47.8% Proportion of Viewing 26.8% 25.3% 23.4% 2.2% 2.3% 2.5% 10.6% 16.5% 10.2% 14.7% 10.8% 5.9% 2.9 hours 4.5% 2.4 hours 4.5% 2.3% 3.7% 8.4% 7.5% 7.4% 15.2% 2.6 hours Children's: Disney Children's: Comm. Non- Terrestrial Children's: Comm. Terrestrial Children's: BBC Non- Terrestrial Children's: BBC Terrestrial 2001 2002 2003 Source: BARB **Commercial children s airtime excludes Disney
Commercial non-terrestrial channels (e.g. Fox, Nick Jr) dominate viewing during commercial children s airtime here has been an increase in viewing in children s airtime driven by the opularity of the BBC s digital channels Split in Viewing of Children's Airtime (Weekly), Children otal Hours 4.7 4.5 5.0 8.1% 8.7% 8.6% Disney Channels Proportion of Viewing 39.0% 37.9% 37.5% 1.8 hours 1.7 hours 1.9 hours 16.8% 15.5% 21.9% 0.7 hours 0.8 hours 1.0 hours 8.7% 12.8% Commercial Non- Terrestrial (e.g. Fox, Nick Jr) Commercial Terrestrial (ITV1, C4, Five) BBC Non-Terrestrial (Cbeebies & CBBC) 31.0% 28.1% 25.8% BBC Terrestrial (BBC1 & BBC2) ource: BARB 2001 2002 2003
ounger audiences spend a greater proportion of viewing ime in commercial children s airtime, especially 4-9 yr olds Weekly Viewing Summary Children 4-6 7-9 4-9 10-15 Total hours of viewing 17.2 18.6 15.8 17.2 17.3 Total hours of viewing in comm. airtime* 11.3 11.9 10.4 11.0 11.5 Total hours of viewing in children s airtime 5.0 6.8 4.7 6.5 3.5 Total hours of viewing in comm. children s** air. 2.6 3.5 2.5 3.4 1.9 % total time spent in commercial airtime * 65.5% 64.1% 65.8% 64.2% 66.8% % total time spent in children s airtime 28.8% 36.8% 29.7% 37.9% 20.3% % total time spent in comm. children s** air. 15.2% 19.0% 15.8% 19.8% 11.0% rce: BARB, 2003 cludes Disney, ** excludes Disney
DE audiences watch more television (20.6 hrs/week) and more time in bsolute terms (3 hrs/week) in commercial children s airtime Weekly Viewing Summary Children AB C1C2 DE Total hours of viewing 17.2 13.2 16.6 20.6 Total hours of viewing in comm. airtime* 11.3 7.8 11.0 13.8 Total hours of viewing in children s airtime 5.0 4.2 4.8 5.6 Total hours of viewing in comm. children s** air. 2.6 2.0 2.6 3.0 % total time spent in commercial airtime * 65.5% 59.4% 66.2% 67.0% % total time spent in children s airtime 28.8% 32.2% 29.1% 27.1% % total time spent in comm. children s** air. 15.2% 14.8% 16.0% 14.4% ource: BARB, 2003 Includes Disney, ** excludes Disney
hildren with 5+ channels watch more television (17.7 hrs/week) and spend a reater proportion of time in commercial children s airtime (18.2%) Freeview children are markedly different from their satellite & cable counterparts. Weekly Viewing Summary Children Terr. Only Multi. DTT Total hours of viewing 17.2 12.8 17.7 15.0 Total hours of viewing in comm. airtime* 11.3 6.0 13.0 7.1 Total hours of viewing in children s airtime 5.0 3.3 5.5 4.8 Total hours of viewing in comm. children s** air. 2.6 1.1 3.2 1.0 % total time spent in commercial airtime* 65.5% 46.5% 73.6% 47.4% % total time spent in children s airtime 28.8% 25.7% 30.8% 31.6% % total time spent in comm. children s** air. 15.2% 8.7% 18.2% 6.5% Source: BARB, 2003 * Includes Disney, ** excludes Disney
hildren s viewing peaks in the morning (8.15 am) and in the evening.45 pm) when 27% of the population is tuned in 35 30 25 20 15 10 5 0 Children Children 4-6 Children 7-9 Children 10-15 06:00-06:15 07:00-07:15 08:00-08:15 09:00-09:15 10:00-10:15 11:00-11:15 12:00-12:15 13:00-13:15 14:00-14:15 15:00-15:15 16:00-16:15 17:00-17:15 18:00-18:15 19:00-19:15 20:00-20:15 21:00-21:15 22:00-22:15 23:00-23:15 Proportion of Child Universe Watching TV (TVR) Source: BARB, 2003
Unsurprisingly, more children watch day-time TV on Saturday and Sunday than during the week 30 25 20 15 10 5 0 06:00-06:15 07:00-07:15 08:00-08:15 09:00-09:15 10:00-10:15 11:00-11:15 12:00-12:15 13:00-13:15 14:00-14:15 15:00-15:15 16:00-16:15 17:00-17:15 18:00-18:15 19:00-19:15 20:00-20:15 21:00-21:15 22:00-22:15 Proportion of Child Universe Watching TV (TVR) 23:00-23:15 Monday-Friday Saturday Sunday Source: BARB, 2003
Compared to older children, more younger children (aged 4-9) watch TV during the day at weekends 30 25 20 15 10 5 0 22:00-22:15 06:00-06:15 07:00-07:15 08:00-08:15 09:00-09:15 10:00-10:15 11:00-11:15 12:00-12:15 13:00-13:15 14:00-14:15 15:00-15:15 16:00-16:15 17:00-17:15 18:00-18:15 19:00-19:15 20:00-20:15 21:00-21:15 Proportion of Child Universe Watching TV (TVR) 23:00-23:15 Monday-Friday Saturday Sunday Source: BARB, 2003
Older children s TV viewing at weekends is still skewed to early/late evening (children aged 10-15) 35 30 25 20 15 10 5 0 Monday-Friday Saturday Sunday 06:00-06:15 07:00-07:15 08:00-08:15 09:00-09:15 10:00-10:15 11:00-11:15 12:00-12:15 13:00-13:15 14:00-14:15 15:00-15:15 16:00-16:15 17:00-17:15 18:00-18:15 19:00-19:15 20:00-20:15 21:00-21:15 22:00-22:15 23:00-23:15 Proportion of Child Universe Watching TV (TVR) Source: BARB, 2003
Top 20 programmes watched by Children in 2003 are primarily outside of children s airtime Title Channel Date Start Time Millions EastEnders BBC1 14/11/2003 20:00 2.4 Coronation Street ITV1 24/02/2003 19:30 2.2 Comic Relief BBC1 14/03/2003 19:00 2.1 Pop Idol ITV1 20/12/2003 18:45 1.7 Only Fools & Horses BBC1 25/12/2003 21:20 1.7 Children in Need BBC1 21/11/2003 19:00 1.6 The Simpsons BBC2 19/12/2003 18:20 1.6 Ant & Dec's Saturday Night Takeaway ITV1 08/03/2003 19:20 1.6 Film : Billy Elliott BBC1 01/01/2003 21:00 1.5 Celebrity Driving School BBC1 28/02/2003 20:30 1.5 My Family BBC1 16/05/2003 20:30 1.5 Pop Idol Live Final ITV1 20/12/2003 20:50 1.4 Rugby World Cup : Aus vs Eng ITV1 22/11/2003 09:10 1.4 The Brit Awards 2003 ITV1 20/02/2003 20:00 1.4 Film : The Santa Clause BBC1 24/12/2003 12:20 1.4 ITV News Headlines ITV1 20/12/2003 20:50 1.3 Casualty BBC1 01/03/2003 20:15 1.3 Pop Idol Result ITV1 06/12/2003 21:00 1.3 Rugby World Cup - Post Match ITV1 22/11/2003 11:20 1.3 Millionaire Tonight Special ITV1 21/04/2003 21:00 1.3 urce: BARB, 2003 hest occurrence only
Top 20 children s programmes watched by Children in 2003 are primarily on the BBC, followed by ITV Title Channel Date Millions Sleeping Beauty: Uncovered BBC1 22/12/2003 1.3 The Wild Thornberrys BBC1 28/01/2003 1.1 The Story of Tracy Beaker BBC1 28/01/2003 1.0 Cavegirl BBC1 28/01/2003 1.0 Grange Hill BBC1 28/01/2003 1.0 Newsround BBC1 25/11/2003 1.0 Smart BBC1 16/12/2003 1.0 The Face at the Window BBC1 23/01/2003 0.9 The Fairly Odd Parents BBC1 13/11/2003 0.9 The Queen's Nose BBC1 16/12/2003 0.9 Blue Peter BBC1 31/01/2003 0.9 Get Your Own Back BBC1 22/12/2003 0.9 Byker Grove BBC1 13/11/2003 0.9 The Ghost Hunter BBC1 07/02/2003 0.8 What's New Scooby Doo? BBC1 20/09/2003 0.8 Walt Disney Cartoons ITV1 26/10/2003 0.8 The CBBC Comic Relief Show BBC1 13/03/2003 0.8 Arthur BBC1 19/11/2003 0.8 Basil Brush BBC1 12/12/2003 0.8 My Parents are Aliens ITV1 03/12/2003 0.8 Source: BARB, 2003 (Based on Children s genres as classified by BARB) Highest occurrence only
Solo viewing amongst children is highest during daytime with group viewing increasing over the course of the evening oup Viewing, Total TV Weekdays se: Children Solo Dual Group Average Audience 100% 3000 90% 80% 70% 60% 50% 40% 30% 20% 10% 52% 35% 39% 41% 44% 45% 37% 42% 44% 43% 38% 46% 30% 32% 23% 20% 22% 23% 25% 2500 2000 1500 1000 500 0% 06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 All Day Average Proportion of Children Viewing Avg Audience, Children (000s) 0
Supervised viewing at its lowest during key children's slots with around a third of children watching with an adult ildren viewing with Adults, Total TV Weekdays 80% 70% 60% 50% 40% 30% 20% 10% 0% 31% 34% 45% 53% 53% 49% 49% 59% 54% 40% 37% 46% 55% 67% 71% 72% 73% 70% 56% 06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 All day average Children watching with adult(s) as a proportion of all children viewing
Level of supervision decreases with age with multichannel children given greater freedom Children viewing with Adults, TOTAL TV Weekdays 90% 80% 70% 60% 50% 40% 30% 20% All Children Children 4-9 Children 10-15 All Multichannel Children Multichannel 4-9 06:00-07:00 07:00-08:00 08:00-09:00 09:00-10:00 10:00-11:00 11:00-12:00 12:00-13:00 13:00-14:00 14:00-15:00 15:00-16:00 16:00-17:00 17:00-18:00 18:00-19:00 19:00-20:00 20:00-21:00 21:00-22:00 22:00-23:00 23:00-24:00 Children watching with adult(s) as a proportion of all children viewing
Definition of children s airtime
Definition of Children s Airtime Children s Channels Terrestrial Slots Boomerang BBC1 Sat 0600-1200 Cartoon Network BBC1 Mon-Fri 1525-1735 Cartoon Network Plus Cbeebies BBC2 Mon-Fri 0600-1030 CBBC BBC2 Sun 0600-1030 Discovery Kids Fox Kids ITV1 Mon-Fri 1515-1700 Fox Kids +1 ITV1 Sat 0600-1300 Nick JR ITV1 Sun 0600-1100 Nickelodeon Nickelodeon Replay Ch4 Mon-Fri 0600-0700 Nicktoons Ch4 Sat 0600-0700 Playhouse Disney Ch4 Sun 0600-0900 The Disney Channel The Disney Channel +1 Five Mon-Fri 0630-0930 Toon Disney Five Sat 0600-1230 Trouble Reload Trouble Five Sun 0600-1230 te: Children s slots may vary throughout the year. Also, dayparts during which children s programmes are shown may be treated as slots targeted at usewives with children by advertising agencies based on the audience against which advertising is sold we have included these dayparts based on the gramming shown.