Channel 4 Fails To Get Lift From Young Demographic After Paralympics

New research into who actually tuned in to the London Paralympics finds the Games "achieved no discernible lift" in Channel 4's core 16- to 34-year-old demographic, according to Arif Durrani of MEDIA WEEK. The findings are from media insights specialist Ebiquity, whose latest study "quantifies the TV coverage for the first time through the cold lens of share of viewing and commercial impacts." Channel 4 CEO David Abraham’s team "got off to a flier," with the Opening Ceremony achieving a 40% share of viewing and a peak of 11.2 million viewers. Yet, the Paralympics "did not increase the amount of time people spent watching TV in the same way the Olympics had, when adults had found 20% more viewing time per day." Viewing habits during the Paralympics "were in line with the two weeks beforehand" (BRAND REPUBLIC, 10/4).