Declines starker than among white audiences and ABC1s
BAME and C2DE audiences are deserting the BBC at a far faster rate than white and middle-class viewers, according to Ofcom.
The regulator’s inaugural Annual Report on the BBC laid bare an exodus by both demographics, weeks after it emerged the corporation’s 16-34 reach is also tumbling.
Viewing by BAME audiences to BBC linear channels has fallen from an average of 49 minutes per day in 2010 to 34 minutes last year. The 31% decline is almost twice the level at which BBC consumption by white audiences has dropped.
Viewing among the latter group is down 18% over the seven-year period, from 83 to 68 minutes.
The BBC is the hardest hit by BAME viewing decline, compared to white viewing, among the PSBs.
ITV’s BAME viewing slipped by 25% against a 22% white viewer fall, while Channel 4 dropped 40% (white viewing: 32%). No data was provided for Channel 5.
Across all channels, BAME viewing is down 29%, compared to a 14% decline among white audiences.
A BBC spokeswoman said the BBC is tackling the problem by increasing its on-screen representation of BAME talent.
“We’re pleased this report recognises the progress we’ve made in better representing and portraying a wide mix of people, and finds that many people feel the BBC compares well to other broadcasters in representing and portraying the nations and regions of the UK,” she said.
“As the report shows, this is a challenge facing other broadcasters some of whom have seen a bigger drop amongst these groups than us but we know there’s more to do and as Ofcom recognises we’ve already taken action to achieve this.”
The BBC has begun increasing its BAME-related programming, such as this year’s British Asian Summer season and injecting BAME talent into mainstream programming.
Last month, Broadcast research revealed BBC2 hosts four of the PSB shows with the greatest BAME profile including Tiger Aspect comedy Man Like Mobeen.
C2DE slide
Meanwhile, C2DEs also showed a rapid decline in BBC viewing, compared to the middle classes.
The socio-economic group spent an average of 65 minutes per day watching the BBC in 2017, down by 26% from the 73 minutes watched in 2010.
The declines mean C2DEs spend almost as much time watching the BBC as ABC1 adults (63 minutes). In 2010, the latter group watched 15 minutes less BBC TV each day.
The BBC’s struggle to hold onto the demographic is not being felt as keenly across the industry.
Overall, C2DE daily viewing over the period was down by 16% to 242 minutes, in line with ABC1 viewing declines – down 14% to 171 minutes.
The findings are reflected by a BBC internal review published earlier this month, which lamented the corporation’s “overwhelmingly middle-class image” and urged it to appeal to young working-class audiences.
It said that its staff should stop using the term C2DE in a pejorative manner.
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