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					The Home of
Food
The Home of
Food
         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
  The Home of
  Food
       Key Findings

            Six typologies emerged that reflect the changing nature of of the food audience




                       Trends are understood and interpreted to suit people‟s lives




                   „Food TV‟ works on many levels - it is much more than „How to TV‟




             Channel 4 is the food channel - an environment that gets you in the mood for
                                                 food



Source: Food on 4 Study, TWResearch
  The Home of
  Food Food fulfills different roles at different
  occasions
                                           Outer needs



                           Glory cooking                 Social lubricant
                           Theatre                       Spending time with
                           Pride                         family and friends


About me                                                                      About others


                           Fueling                       Nurturing
                           Sustenance                    Mothering
                           „Eat to live‟




                                           Inner needs

Source: Food on 4 Study, TWResearch
  The Home of
  Food
       Cooking behaviour is very fluid


            Food              Component   Add a twist   Partial scratch   Full scratch
          reheating            cooking     cooking




Source: Food on 4 Study, TWResearch
  The Home of
  Food
       Broad attitudinal typologies are identifiable
                                            Outer needs                         Social
  Glory cooking                                                                 lubricant
                                                                 Food
                  Aspiring                                      Lovers
                   Chefs
                                                           Time-
                                                          pressed
                                                          Foodies
About me                                                                                    About others
                                                                    Nurturing
                  Convenien                                         Foodies
                  ce Junkies

                                        Food
                                      Conscious


  Fueling                                                                         Nurturing
                                            Inner needs
Source: Food on 4 Study, TWResearch
The Home of
Food
     Convenience Junkies
The Home of
Food
     Aspiring Chefs
  The Home of
  Food Some of the big trends that
              emerged…
                            Health & wellbeing top of mind for all typologies


              (Perceived) lack of time impacts all typologies behaviour in different
                                             ways


                               Quality and value of particularly importance


                                      Ethical food gets a mixed response


            Premium and indulgent food remains important even in current climate



Source: Food on 4 Study, TWResearch
  The Home of
  Food The importance of quality and good
   value
               Q. Thinking about food, how important are the following factors to you?

                     Quality                                                           92%
                 Good Value                                                           89%
                       Price                                                      85%
               Healthy Food                                                     77%
             British Produce                                              68%
                Food Waste                                               65%
                Convenience                                        53%
             Fair Trade Food                                 42%
                  Food Miles                           32%
                     Organic                        28%

Source: Food on 4 Study, Propeller. Base:1,000 respondents
  The Home of                                            “There‟s no
                                                       proof it‟s better
  Food                                                     for you”

       ‘Organic’ is an overly abused generic
                                           Nurturing
                                            Foodie




                                               
    •    More popular with            •   Not clear what it
         Aspiring Chefs                   means
    •    Strongly                     •   Higher cost and
         associated with                  good quality
         better quality &                 alternatives mean
         fresher food ie.                 that many more
         healthier
                                          cynical as there is
                                          no proven functional
                                          benefit
         “Freshness and flavour
             make the extra           •   Can be confusing
          expense worthwhile”             when compared to
             Aspiring Chef                other “ethical”
                                          trends

Source: Food on 4 Study, TWResearch
  The Home of
  Food




Source: Food on 4 Study, TWResearch
  The Home of
  Food British-ness is about pride, quality and good
  value




Source: Food on 4 Study, TWResearch
  The Home of
  Food ‘Value’ is becoming increasingly
       important and will change
  behaviour


                 Current „credit crunch‟ clearly increasing price consciousness for all
                                               typologies



            More evidence of people shopping around for best deals and discounters like
                                 Aldi becoming more acceptable



              However, consumers are not basing purchasing decisions purely on price




Source: Food on 4 Study, TWResearch
The Home of
Food

              Lipstick Effect
              n. During a recession
              there is a tendency for
              consumers to purchase
              small, comforting items
              such as lipstick rather than
              large luxury items.

                        “I‟ll eat out less but have
                            nicer food at home”
                        Time-pressed Foodie
  The Home of
  Food Premium and indulgent food remain
  important


                                      „Treat‟ food has a role to play



             Behaviour here is strongly linked to balance or credit / debit style
                        rationalisation seen with the health trend




                        Evidence that people are reallocating resources




Source: Food on 4 Study, TWResearch
  The Home of
  Food Food ideas come from a wide variety of
 sources


                                                      Sunday
                 TV                    Adverts &
                                                    Supplement      Food
             Programme                Sponsorship
                                                        s&        magazines
                  s                       s
                                                    Newspapers



                                      Supermarke        Local
              Websites                 t offers &   shops/farme    Travel
                                         deals       rs markets



                                      Supermarke
              Friends &                                            Recipe
                                        t recipe    Eating out
               Family                                              books
                                          cards




Source: Food on 4 Study, TWResearch
  The Home of
  Food




Source: Food on 4 Study, TWResearch
  The Home of
  Food
        TV programmes are a key influence for all
  typologies
                                                     Sunday
                                                   Supplement
                                                       s&
                                                   Newspapers              Food
                               Adverts &                                 magazines
                              Sponsorship
                                  s
                                      TV
                                  Programme
                                       s                  Recipe
                 Websites
                                                          books
                                                                                     Travel
                                            Friends &           Supermarke
                                             Family              t offers &
                Local                                              deals
            shops/farme
             rs markets
                                                                        Eating out
                                      Supermarke
                                        t recipe
                                          cards


Source: Food on 4 Study, TWResearch
  The Home of
  Food Top selling recipe books all related to TV
  Chefs much are your food ideas inspired by the following sources?
       How

                     Recipe Books                                         53%
                   Friends/Family                                         52%
             Food TV Programmes                                     32%
                        Eating Out                                  31%
                         Websites                             25%
        Supermarket recipe cards                              24%
     New/Different food products                              24%
                            Travel                           21%
                           Adverts                    17%
                  Food Magazines                  13%
                   Sunday Supps.                 12%
                Daily Newspapers         4%
Source: Food on 4 Study, Propeller. Base:1,000 respondents
The Home of
Food Consumers will tell you they don’t watch
adverts…




                  26 different food brands spontaneously mentioned




Source: Food on 4 Study, TWResearch
  The Home of
  Food
       They will tell you they are only influenced
  by factual evidence


                                      “I feel like the more
                                          informative an
                                      advert is, the more
                                        persuasive it is”
                                          Time-pressed
                                              Foodie




Source: Food on 4 Study, TWResearch
  The Home of
  Food
       However, a strong emotional response to
       certain adverts demonstrates their
 influence

                                           “With the
                                       Tropicana ad…
                                         girls at work
                                        would come in
                                      singing that song”
                                         Convenience
                                             Junkie




Source: Food on 4 Study, TWResearch
  The Home of
  Food
              The M&S adverts are a good framework for
  this




                                            “Its not just a
                                           picture, its like,
                                             come alive”
                                            Convenience
                                                Junkie



Source: Food on 4 Study, TWResearch
  The Home of
  Food
    Creative Guidelines
        Consumers ask for…

          Factual information              Catchy / familiar tune
                                     
         Truthfulness                    Humour
         Price information               Tempting food shots
         Short & to the point            Sexy voice
         Topical and relevant            Unusual / different




           Rational response              Emotional response




Source: Food on 4 Study, TWResearch
    The Home of
    Food
     Humour and entertainment are the most popular
     factors for making a food advert appealing
      Thinking of your favourite food TV adverts, what makes them so
      appealing?
                                           Humour                                         79%
                         Funny and entertaining                                56%
                           The food it advertises                        39%
                                        Voice over                 26%              “I‟m going to try
                             Close up of the food                                  making those Mini
                                                                   25%            Yorkshire‟s and Beef
                                 Tells a story                   21%             from the M&S advert”
                                                                                  Time-pressed foodie
              People eating and enjoying food                    20%
                           Quality without effort               17%
         Tells me where the food comes from                    16%
                  Tells me about special offers                15%
                                   Short in length            14%
                                Credible celebrity           10%
                 Shows a time saving situation              8%
                                                     0%        20%   40%       60%     80%        100%
Source Food on 4 Study: Propeller. Base: All respondents (1,000)
  The Home of
  Food
       Food TV is much more than ‘How To’
  TV

        Entertainment                               Instruction




                                      Inspiration



Source: Food on 4 Study, TWResearch
 The Home of
 Food Five appeals mainly to the Convenience
 Junkies
                                                           Outer needs   Social lubricant
 Glory cooking




About me                                                                          About others

                                              Convenien
                                              ce Junkies

             u
            Q i ckTim e™ an d a
  TIFF (Unc ompre sse d) dec omp re ss or
     are n eed ed to s ee thi s pi ctu re .




 Fueling                                                                       Nurturing
                                                           Inner needs
Source: Food on 4 Study, TW Research
 The Home of
 Food
    ITV1 appeals to Nurturing Foodies and Time-
    pressed Foodies
                                       Outer needs             Social lubricant
 Glory cooking



                                                  Time-
                                                 pressed
                                                 Foodies
About me                                                                 About others
                                                           Nurturin
                                                              g
                                                           Foodies


                                                                                     Quic kTime™ and a
                                                                            TIFF (Uncompres sed) dec ompres sor
                                                                               are needed to see this picture.




 Fueling                                                              Nurturing
                                       Inner needs
Source: Food on 4 Study, TW Research
 The Home of
 Food
      BBC appeals to a broader range of
 typologies
                                       Outer needs             Social lubricant
 Glory cooking
                                                       Food
                                                      Lovers                         QuickTime™ and a
                                                                            TIFF (Uncompressed) decompressor
                                                                               are neede d to see this picture.




                                                  Time-
                                                 pressed
                                                 Foodies
About me                                                                About others
                                                           Nurturin
                                                              g
                                                           Foodies
                                           Food
                                          Conscio
                                            us


 Fueling
                                       Inner needs
Source: Food on 4 Study, TW Research
 The Home of
 Food
      Channel 4 has the broadest affinity across
 all typologies
                                           QuickT ime™ and a
                                T IF F (Uncompressed) decompressor
                                    are needed to see this picture.




                                                                      Outer needs             Social lubricant
 Glory cooking
                                                                                      Food
                Aspiring                                                             Lovers
                 Chefs
                                                                                 Time-
                                                                                pressed
                                                                                Foodies
About me                                                                                                About others
                                                                                          Nurturin
                   Convenien                                                                 g
                   ce Junkies                                                             Foodies
                                                                          Food
                                                                         Conscio
                                                                           us


 Fueling                                                                                             Nurturing
                                                                      Inner needs
Source: Food on 4 Study, TW Research
 The Home of
 Food




                                       “Channel 4 is
                                       so foodie… it
                                         has three
                                       massive chefs
                                             ”
                                        Food Lover




Source: Food on 4 Study, TW Research
 The Home of
 Food
 Channel 4 is most closely associated with food
 Of the following TV channels, which one do you most strongly
 associate with food?


                                         All adults        ABC1 16-34

          60%                                                                 55%

          50%
                                                                            40%
                                       38%
          40%
          30%                               26%

          20%         13%
                         11%                              9% 8%
          10%
                                                                                    0% 0%
            0%
                      BBC1              BBC2              I TV1        Channel 4    Five

Source: Food on 4 Study, Propeller January 2009: Base: All adults (1,000)
 The Home of
 Although Channel 4 has wide appeal, it is
 Food
 associated with some more modern and
 premium brands




Source: Food on 4 Study, TW Research; Propeller January 2009; Base: All adults (1,000)
 The Home of
 Food
 Whereas ITV1 is more about reliable, family food




Source: Food on 4 Study, TW Research; Propeller January 2009 Base: All adults (1,000)
   The Home of
   Food
  Channel 4 food programmes makes viewers
  think differently
I talked about the programme(s) with other                                                        66%
                   people                                                              47%
    The programme(s) made me think about
     food/cooking in new and different ways
                                            1 in 4 adults tried 56%
                                                             41%
    The programme(s) made me think about    something new or
                                                       23%
       changing something in my own life              20%
                                      different after watching   16-34
      I tried something new or different after         23%
                      watching              a Channel 4 food 35-54
                                                        24%
 I bought some ingredients I 'd never bought
             before after watching
                                               programme
                                                    15%
                                                   13%

            I tried a new recipe after watching                           29%
                                                                   18%
      I changed the way I shop for food after                    16%
                    watching                                   12%

                                                    0% 10% 20% 30% 40% 50% 60% 70%
Source: Food on 4 Study, 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?
    The Home of
    Food
    Channel 4 food programmes inspire change




Source: Food on 4 Study, Ipsos Mori Public Value Survey Dec 08
The Home of
Food
Summary

            Everyone is a scratch cook to different degrees


                  Cost of food has become a big issue


  Britishness is a useful device to unite and articulate a range of food
                                  trends


      Food TV is not just for foodies. Food TV reaches everyone


                     Channel 4 is the home of food

				
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posted:9/5/2011
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