TV3 kept its lead against TV One in 2009 in the 18-49 demographic – again beating them, and C4’s growth puts them substantially ahead of Prime in the 15-39 demographic.

 

C4 experienced growth year-on-year in primetime, with a dramatic lift across all demographics by both share and audience numbers.

 

TV3 again beat TV One in the all important primetime 18-49 demographic. TV3 ended the year with a 23.2% share, with TV One 18-49 experiencing an 11% decline in the same demographic, ending the year with a 20.4% share.

 

TV3 also beat TV One in the 18-39, 18-49 Auckland, and 18-49 Metro demographics, with a significant lead in 18-49 Metro of 22.6 to 18.6 share.

 

In 18-49 C4's audience reach lifted year-on-year by 57.1% and in the 15-39 demographic by 40.4%.

 

C4 experienced share growth in all key demographics and ended the year ahead of Prime in its own demographic of 15-39 as well as beating them in the 18-49 demographic.

 

C4's share of its target 15-39 demographic increased by 30.6% taking it from 4.5 in 2008 to 5.8 in 2009 - sitting well ahead of Prime’s 3.9.

 

Director of Programming, Kelly Martin says she is pleased with the lift across both channels and that with all the strong new content coming up in 2010 it is set to be an even bigger year.  Highlights to look out for in the coming month are Modern Family and The Good Wife on TV3 and The Cleveland Show on C4.

 

Martin says she believes C4's growth was driven by the broadening of programming across the channel.

 

“We had some key local successes in 2009 which were great for the channel,” she says. “Movies and popular local content such as the Rhys Darby hosted Rocked the Nation and Jono’s New Show helped cement C4 as much more than just a music channel.”