Last week it emerged that a war is about to commence in the
broadcasting world over the sitcom Friends. Rights to its seventh series
and beyond will soon be up for grabs and ITV, Channel 4 and Sky all look
set to fight for them. Recent data showing the amount of ad revenue
generated by comedy programmes gives some idea of the importance of the
US show.
The data, compiled by CIA MediaLab/Admap, shows that Friends is by far
the most popular television comedy for advertisers. Between August 1998
and July 1999 the series attracted almost pounds 33 million of
advertising revenue, an increase of almost 30 per cent since last year
In a distant second place, another US sitcom, Frasier, took almost
pounds 15 million.
Friends is currently broadcast on Channel 4 and Sky One, and it is these
two channels that have the strongest comedy portfolios in terms of ad
revenue. Advertisers spent pounds 91 million on Channel 4 comedy in the
past year, while Sky One received almost pounds 17 million. For UK Gold,
the genre is also performing well - in the year to July ad revenue from
comedy increased by 24 per cent.
Despite having the strongest comedy portfolio in terms of ad revenue,
Channel 4 does not have the highest-rating comedy show. So far this
year, Friends has trailed in second place to ITV’s Barbara, which has
attracted average audiences of over eight million. Friends pulls average
audiences of around four million. However, Channel 4 does have a
stronger comedy portfolio, with four of its programmes featuring in the
top five comedy shows, by audience, shown on commercial channels so far
this year.
Channel 4’s high comedy profile is matched by the percentage of its
total ad revenue taken by comedy. In the year to July 1999, 16 per cent
of the station’s revenue was made by comedy shows. The strength of its
comedy bodes well for E4, the new entertainment channel planned by
Channel 4.
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