E4 pulls in best 16-34 share of 2011, as it bids farewell to Friends

13 September 2011

In the first week without its familiar Friends, E4 posted a strong share for its crucial demographic of young adults, scoring a 5.51% share of 16-34s - its best weekly share of 2011 so far.

This 5.51% weekly share of 16-34s was ahead of BBC2 (4.19%),  ITV2 Total (4.30%) and BBC3 (2.9%).

In terms of share of all individuals, E4 achieved a 2.05% for week commencing September 5th.

Share performance last week was up by 14% for 16-34s and 11% for all individuals, on the year to date weekly share average, when Friends was a regular staple of the channel's schedule.

In year on year terms, growth was even stronger amongst younger viewers with a 29% increase in share, versus the same week last year, and a 13% increase for share of all individuals.

The profile of 54% 16-34s across the week was also impressive and up 8% year on year, and up 4% on the 2011 average profile.

The strong share performance was driven by programmes from the across the schedule -  including Hollyoaks Later which averaged 799k average across the five episodes, peaking at 982k viewers on Wednesday night; The Big Bang Theory, which averaged 1.1m at 8pm on Thursday to anchor a new night of comedy, that also saw healthy performances for new acquisitions Perfect Couples (which averaged 425k, with a peak audience of 530k) and Happy Endings (which averaged 387k, with a peak of 435k).   

E4 first weeknight 8pm film, Fantastic Four: Rise of the Silver Surfer, also rated strongly with 608k viewers.

 

Notes to Editors

• Share data is part consolidated. When referred to; year on year share, and year to date share are consolidated share figures
• E4's share of 16-34s for the same week last year was 4.28%. Its share of all individuals was 1.82%.
• E4's year to date average weekly share of 16-34s is 4.83%. Its year to date average weekly of all individuals is 1.85%
• All share figures are for E4 Total