Viewing Profiles

The two graphs below compare the audience profile of heritage programmes to that of the total television audience.

There is little difference in the gender and class profiles but heritage programmes have a strong bias away from young viewers and those of minority ethnic groups. To understand whether heritage programmes attract a different audience from other TV programmes, it is necessary to look at the breakdown of the overall TV audience (where total audience covers the age range 16–75+). Some 55% of the total TV audience are women, 58% are from the lower socio-economic (C2DE) groups, 6% are from ethnic minorities and 9% are aged 16–24. Of the total heritage TV audience, 60% were in social groups C2DE, which is slightly higher than the 58% of the total television viewing audience. Of the total heritage TV audience, only 3% were from ethnic minorities, which compares unfavourably with the 6% of the total TV viewing audience. Only 4% of the total heritage viewing audience was aged 16–24, which also compares unfavourably with the 9% of the overall TV viewing audience.

Once the top five antiques-related programmes are removed from the list of programmes broadcast in 2005-06 (see Table 2), a slightly different picture emerges. For more conventionally defined heritage television, only 51% are women and 52% are from social group C2DE, compared with 56% and 60% of the total heritage and 55% and 58% of the total TV viewing audience, respectively. The percentages of young people and viewers from ethnic minority groups remained unchanged.

Black and Minority93
Social Group
All Adults98

Table 4: Percentage of viewers who saw at least one heritage programme in the last 12 months