APL survey says C5 fails to impress

Channel 5 has firmly established itself in the nation’s viewing repertoire but almost two thirds of people still say that they wouldn’t be disappointed if they could no longer receive the channel.

Channel 5 has firmly established itself in the nation’s viewing

repertoire but almost two thirds of people still say that they wouldn’t

be disappointed if they could no longer receive the channel.



The findings are published in a survey by Ammirati Puris Lintas,

designed to track Channel 5 viewers six months after its launch.



According to the survey, which questioned a national sample of 1,027

adults at the end of last month, 67 per cent of people consider Channel

5 when planning to watch television, particularly younger viewers.

Thirty-five per cent of respondents claim they watch a Channel 5

programme regularly.



More women than men felt that Channel 5’s programmes were aimed at them,

and, true to the channel’s ’modern, mainstream’ positioning, more than

half of 15- to 24-year-olds felt its programming targeted their

needs.



Yet when asked if they would be disappointed if they could no longer

receive Channel 5, 56 per cent of the sample answered ’no’.



Paul Longhurst, the media director of Ammirati Puris Lintas, said:

’Although Channel 5 has been at pains to claim it has created a

meaningful brand in consumers’ minds, little evidence exists to support

these claims. Channel 5’s audience is largely delivered by films and

football and these could potentially appear on any channel.’



The study also found that 30 per cent of viewers still felt the picture

quality of Channel 5 spoiled their viewing. Longhurst argues that, in

view of this, it is unacceptable to base the value of ad campaigns on

Channel 5 on the total Channel 5 universe.



Nick Milligan, Channel 5’s sales director, last week wrote to

advertisers and agencies with his overview of performance so far.

Milligan said Channel 5 has helped to push commercial TV’s audience

share up to 57 per cent and was attracting younger viewers.



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