Andy McDandy wrote: ↑
Thu Feb 08, 2018 5:37 pm
Average BBC viewer is a 62 year old C2DE. Never forget that. They aim at that audience.
Granted, it is a fair while since I have been knee-deep in BARB data but that doesn't either make sense or ring true.
A respondent can be a C2, a D or an E but not all three. Similarly, you can't be 62. You can be 55-64 but that is as granular as it gets with BARB data.
And what is a BBC viewer? Any station at any given time or the average/total hours viewed across the network?
If you take all the hours viewed over a given period, divide that by all the viewers and then record their age, I doubt that the median would be at the upper end 55-64 when the average in the UK is 40 at current estimates.
Again, I will readily admit to being off the pace on this but I always believed that BBC commissioning was based on Tribes and, when it comes to peak, upon sheer share of audience, (which is utterly meaningless but a currency with which to justify just about any decision you care to mention.)
These averages/medians need to be treated with caution. The average of potatoes is chips (possibly) and the median of light is green but neither of these "facts" actually has any real bearing.
I would be interested to see some sources for these assertions.