We split all heritage viewers into three equal-sized groups (Heavies, Mediums and Lights) based upon their amount of viewing. Heavy Heritage Viewers (HHVs) are the group that watch the most heritage programming. For the purposes of this aspect of the research, antiques programmes have been included in this category. And due to database constraints the groups were also split into viewing of terrestrial channels and non-terrestrial channels.
Figure 3: Viewer profiles, comparing heritage with total TV viewers
HHVs turn out to be heavy television viewers overall. The average UK adult watches 27 hours of television per week. HHVs of the terrestrial channels watch 38 hours of television per week, while those watching non-terrestrials consume 34 hours per week.
| Television Hours per Week | |
|---|---|
| All Adults | 27:24 |
| Heritage Heavy Viewers: Terrestrial | 38:09 |
| Heavy Heritage Viewers:non-Terrestrial | 33:50 |
Table 5: Television hours watched per week
The profile of HHVs varies depending on whether the viewing was of the terrestrial channels or the non-terrestrials. Both groups are biased towards the elderly, C2DEs, and white adults but by different amounts. Fans of heritage programmes on non-terrestrial channels are much more often male. Of HHVs watching all heritage programmes on the terrestrial TV channels, 56% were women, 42% were over the age of 65 and 60% were from social groups C2DE. Those watching non-terrestrial channels (eg, digital, cable) had a rather different profile, with 40% being women, only 18% over 65, and 54% from the C2DE group. Ethnic minority viewers made up 3% of HHVs for both terrestrial and non-terrestrial TV.
Figure 4: Viewer profiles, comparing total heritage with non-antiques heritage programming
Published in 2007 by the Council for British Archaeology, St Mary's House, Bootham, York, YO30 7BZ
© Council for British Archaeology (CBA) and the Author, All Rights Reserved.
URL: http://www.britarch.ac.uk/research/piccini_2_4.html.
Last Updated: 20 June 2007