Q on PRIME

Prime Performs Well in Q Across a broad range of audience groups, Prime has increased share year on year, in particular with males. Prime also had it’s highest ever audiences in Quarter 1, with an increase year on year of 15% and a growth of 23% since Prime Key properties “Top Gear”, “Prime Presents” and “Wife Swap USA” all showed ratings growth compared with last year. The Winter Olympics pushed Prime’s daytime shares through the roof and rated well across many key demographics. The first quarter of the year has been great for Prime, with huge milestones being reached!

All Day Shares For Prime Increase Y-O-Y Compared with the same quarter last year, Prime has shown good growth, with several key audience groups increasing in overall share. Male audiences in particular have increased markedly, the greatest of which being Males which grew by 24% year-on-year +21%+24%+13%+11%+9%

Daytime Channel Share Growth For Prime Quarter 1 showed exceptional growth in Daytime Share for Prime across many key demographics driven by Prime’s exclusive Winter Olympics Coverage during the day. Male audiences in particular experienced significant growth, with Male increasing by 64% and Males by 53% year-on-year +53%+64%+15%+16%+40%+15%

Returning Favourites On Prime Three of Prime’s returning shows have shown a great surge in ratings since the same period last year. The Best of Top Gear has increased AP25-54 tarps by 30%, Prime Presents had an exceptional run with “Last Chance To See” and increased ratings by 62% and Wife Swap USA almost doubled it’s AP25-54 ratings to a steady 3.6% average this quarter %+62%+30%

Top 5 Programmes In Q combined episodes AP25-54 AP25-54 Combined EpisodesAUD %SHR % I Dreamed A Dream The Susan Boyle Story Top Gear The Best of Top Gear Escape to the Legion Wife Swap (USA) A good mix for new and returning programmes on Prime comprised the Top 5 list for the quarter. I Dreamed A Dream – The Susan Boyle Story was the sleeper hit of the quarter and was repeated later in the time period again achieving good ratings

Prime Achieves Highest Ever Audiences Prime reached 87.7% of the total population in Q1 of 2010 – an increase of 471,400 or 15% on the same period last year and a 23% increase over the last 4 years. Prime achieved ‘highest ever’ monthly cumes within the first 3 months of % increase since Q1 2007

The Winter Olympics Achieved Great Shares Of Audience for Prime Share of audience during the Winter Olympics was particularly impressive for Prime during the quarter, with a broad range of demographics achieving average shares over 10%. Females and Males were particularly drawn to the coverage, achieving 11.4% and 11.7% shares respectively. Source: AGB Winter Olympic Games 13/2/10 – 1/3/10

The Winter Olympics Achieved Great Daytime Ratings for Prime Ice Dancing on the 23 rd February was the event that achieved the highest ratings for AP25-54, averaging a 3.4% tarp. Females was the highest achieving demo for this event, averaging a 4.7 tarp. The majority of Olympics coverage occurred during the day, so to achieve ratings at this level was well above expectation. Top 10 EventsDateAll RatingBest Rating Winter Olympics Ice Dancing23/02/ %F % Winter Olympics Biathlon14/02/ %F % Winter Olympics Luge14/02/ %F25-54 / HHS % Winter Olympics Freestyle Skiing14/02/ %HHS % Winter Olympics Downhill Skiing16/02/ %F % Winter Olympics Ice Hockey14/02/ %M % Winter Olympics Luge14/02/ %HHS % Winter Olympics Figure Skating1/03/ %F % Winter Olympics Short Track Speed Skating18/02/ %HHS % Winter Olympics Figure Skating16/02/ %F % Source: AGB Winter Olympic Games 13/2/10 – 1/3/10