Afternoons on 4

1
(No Transcript)
2
Primary Objectives

• Understand more about the world of food, across
  consumer food trends, use of food media and
  response to food advertising
• Demonstrate that C4 know food and are at the
  vanguard of consumer trends both in terms of
  programming content and affinity with the
  lifestyles of the C4 target audience
• Explore the hypothesis that the Channel 4 food
  environment results in greater levels of
  engagement with food advertising

Methodology

• 1,000 Online interviews. Nationally
  representative sample
• Qualitative groups
• In home interviews

3
Themes
Six typologies emerged that reflect the
changing nature of of the food audience
Food TV works on many levels - it is much more
than How to TV Food inspiration is not a
didactic process - ideas and influence beyond the
straight recipe
Channel 4 is the food channel - an environment
that gets you in the mood for food Programme
range appeals to diverse lifestyles and satisfies
a hierarchy of format needs The brand is
exciting, flattering, adventurous - a source of
inspiration focus of aspiration Emerged as the
most expansive channel footprint that reaches all
food typologies
4
C4 Food - The Ten Big points

• Time starved faster food culture. Instant
  knowledge and quick inspiration. Traditional
  kitchen skills less evident in a society with
  fewer lifestage certainties inherited roles.
• Food TV does what TV does well - it is larger
  than life. It entertains, informs inspires.
• Food TV satisfies a hierarchy of audiences and
  need states - from mass appeal to niche
• 3) Food TV is not just for foodies. Food TV
  reaches everyone. It is not just how to
  television.
• 4) Everyone is a scratch cook to different
  degrees. Kitchen is both leisure functional
  domain.
• 5) C4 has the most comprehensive TV food
  portfolio most distinctive format/chef brands.

5
C4 Food - The Ten Big Points

• Internet is increasingly important as a source
  for specific recipe follow up information.
• Metro young TV audiences cynical regarding
  advertising manipulation. C4 is a trusted brand
  that offers a credible environment reaching these
  harder to reach groups.
• 8) Cost of food has become a big issue.
  Decisions at retail and recipe stages to do it
  for less yet maintain quality standards.
  Particularly so in the North. Health and
  wellbeing is a top of mind trend but people
  determine their own interpretation
• 9) Britishness is a useful device to unite and
  articulate a range of food trends - encapsulates
  sourcing, seasonality, authenticity, traditional
  values, organic
• 10) Food advertising works harder in the context
  of food programming. Audiences are in the mood
  for food both consciously and subconsciously when
  enjoying food TV

6
Broad attitudinal typologies are identifiable
Outer needs
Social lubricant
Glory cooking
Food Lovers
Aspiring chefs
Time-pressed Foodies
About others
About me
Nurturing Foodies
Convenience Junkies
Food Conscious
Fueling
Nurturing
Inner needs
Source Food on 4 Study, TWResearch
7
Convenience Junkies Limited cooking skills, can
cook one or two special dishes (Yorkshires,
curry), rely heavily on ready meals, pizzas,
takeout. Low interest in food trends. Most likely
to reheat / component cook
Time-pressed Foodies Rely heavily on ready meals
and components but aspire to scratch cook and
feel a little guilty about short cuts. Often
pre/young family. For special occasions may move
up to partial scratch.
Food Conscious Interested in good quality and
fresh ingredients but not excited or enthused by
food or taste. Know their food but dont
necessarily enjoy it - tends to be a very
functional transaction and a limited repertoire
of recipes
Nurturing Foodies Mainly mums (can also be
friends) cooking regularly for the family, using
food as a way of looking after their families and
showing they care. Will have the occasional pizza
but add their own twist to it to alleviate the
guilt and prefer to scratch cook
Food Lovers Enthuse about food and have a broad
knowledge and experience of different food types
through friends, travel and eating out. Aware of
trends, concerned about quality ingredients.
Comfortable and instinctive experimenting in the
kitchen
Aspiring chefs Keen to impress with cooking
ability and proficiency of final product. Full
scratch cooking frequently treated almost as a
competition. Use ingredient knowledge as a matter
of skill and show.
8
The importance of quality and good value
Q. Thinking about food, how important are the
following factors to you?
Source Food on 4 Study, Propeller. Base1,000
respondents
9
For some air freight is good because it is
fresher but for others fewer air miles a re more
environmentally conscious
One of the easiest ethical approaches to
understand well-covered on TV programmes-
offering a fair price for goods
Seen as helping to support local communities and
associated with better food, but sometimes more
expensive
Popular with many, a source of pride, a support
for the economy
Easy to understand, mainly associated with eggs
but also chickens even pigs for some
10
TV programmes are a key influence for all
typologies
Sunday Supplements Newspapers
Food magazines
Adverts Sponsorships
TV Programmes
Recipe books
Websites
Travel
Friends Family
Supermarket offers deals
Local shops/farmers markets
Eating out
Supermarket recipe cards
Source Food on 4 Study, TWResearch
11
Q. How much are your food ideas inspired by the
following sources?
Source Food on 4 Study, Propeller. Base1,000
respondents
12
Creative GuidelinesConsumers ask for

• Factual information
• Truthfulness
• Price information
• Short to the point
• Topical and relevant

• Catchy / familiar tune
• Humour
• Tempting food shots
• Sexy voice
• Unusual / different

?
?
?
?
?
?
?
?
?
?
Rational response
Emotional response
Source Food on 4 Study, TWResearch
13
Channel 4 is most closely associated with foodOf
the following TV channels, which one do you most
strongly associate with food?
Source Propeller January 2009 Base All adults
(1,000)
14
Channel 4 has the broadest affinity across all
typologies
Outer needs
Social lubricant
Glory cooking
Food Lovers
Aspiring chefs
Time-pressed Foodies
About others
About me
Nurturing Foodies
Convenience Junkies
Food Conscious
Nurturing
Fueling
Inner needs
Source TW Research
15
Channel 4 food programmes makes viewers think
differently
1 in 4 adults tried something new or different
after watching a Channel 4 food programme
Source Propeller. Base All respondents who
watched a C4 food programme. 16-34s (297),
35-54s (462). Q Which of the following
statements apply to any of these food progs?
16
Channel 4 food programmes inspire change
Source Ipsos Mori Public Value Survey Dec 08
17
Channel 4 food programmes result in greater
levels of engagement with food advertising
Fits current food culture behavioural trends
better than any other channel
Appeals to the broadest spectrum of food
audience typologies
As an advertising environment can encompass both
the inspirational and the everyday - a trusted
environment where audiences are in the mood for
food