The Paralympics has come and gone with a bang. Leaving Londoners a little bereft as the London Games 2012 draws to a close. It has been an exciting time to live in London. Great Britain got a total of 120 medals. 34 of those were gold. Personally I loved the guy in the paralympics advert who, after listing all of the injuries he had acquired, which included broken ribs and fingers, ended the conversation with “nothing serious”.
A peak audience of 3.2 million viewers were watched Channel 4’s Paralympics coverage when David Weir won his second gold of the 2012 Games in the T54 1500m. The Paralympic Games 2012 Tonight programme, from 7.30pm through to 10.30pm was watched by an average of 2.5 million viewers, 11 percent share of the audience.
The early evening coverage of the swimming from the aquatics centre peaked with 1.8 million viewers – averaging 1.6 million viewers, 10 percent share, between 5.25pm and 7.00pm.
Afternoon coverage peaked with 1.4 million viewers – averaging 824k viewers, 11 percent share, between 1.00pm and 5.25pm.
The Paralympics coverage helped Channel 4 record an all-day share of 9.4 percent – up +35% on the 12 month average for Tuesdays.
Seven weeks after Channel 4 launched the critically acclaimed ‘Meet The Superhumans’ Paralympic trail, its sound track had taken the UK music charts by storm and forged an unexpected collaboration between hip hop legends, Public Enemy, and leading British Parlympians.
Channel 4 launched its biggest ever marketing campaign in mid-July to promote coverage of the London 2012 Paralympics with ‘Meet the Superhumans’, a 90 second long film, set to the track, ‘Harder Than You Think’ by, Public Enemy and showcasing the abilities of some of the leading UK Paralympians as they prepared for the Games.
In the weeks that followed the video went viral and ‘Harder Than You Think’, first released in 2007 and never having appeared before appeared in the Top 200, suddenly entered the UK Top 40; currently at number four on The Official UK Singles Chart and number one on the Indie Singles Top 20 Chart. ‘Harder Than You Think’ is now Public Enemy’s highest charting single to date in the UK.
Now swimmer Ellie Simmonds, wheelchair racer Hannah Cockroft, blind footballer Dave Clarke and cyclist Jody Cundy are among a host of leading British Paralympians featured in a newly cut video by Public Enemy in tribute to the London 2012 Paralympics.
The video, titled ‘Harder Than You Think – UK Paralympics Version’, blends the herculean efforts of the Paralympians preparing for the Games – filmed by Channel 4 – with the original gritty street locations and hip hop sounds synonymous with Public Enemy.
Public Enemy’s Chuck D says: “These athletes are about self-empowerment and determination. Doing what they do….is harder than ya think.”
James Walker Channel 4’s Head of Marketing says: “Public Enemy are one of the greatest hip hop acts of all time. It’s a fantastic testament to the impact of the Paralympics that we have been able to introduce new fans to their music.”
A peak audience of 7.7 million viewers watched last night’s Channel 4 coverage of the London 2012 Paralympic Games closing ceremony. The full closing ceremony programme from 7.00pm to 11.10pm was watched by 5.9 million viewers, 26 percent share of the television audience.
Coverage of the final day of the Paralympic Games made Channel 4 the most watched television channel across the whole day – with a total share of 16.4 percent; versus 15.9 percent share for BBC ONE and 13.4 percent share for ITV1. Channel 4 was also the most watched channel in terms of 16-34s and ABC1s.
The closing ceremony was the second most-watched moment from Channel 4’s coverage of the 2012 Paralympic Games, after the opening ceremony which peaked with 11.2 million and Jonnie Peacock’s 100m T44 win on Thursday which attracted a peak audience of 6.3 million viewers – the biggest UK audience for live Paralympic sport ever. On the same ‘thriller Thursday’ David Weir’s T54 800m gold was watched by a peak audience of 5.5 million and Hannah Cockroft’s 200m T34 win attracted a peak audience of 4.1 million. Alan Oliveira’s victory over Oscar Pistorius in the 200m T44 on Sunday was watched by a peak audience of 4.4 million viewers.
Across the Paralympics as a whole, Channel 4’s coverage reached 39.9 million people – over 69 percent of the UK population. This compares to a reach of 20.5 millon for the BBC’s coverage of the 2008 Beijing Paralympic Games.
Jay Hunt, Channel 4’s Chief Creative Officer said: “Last night’s closing ceremony was a suitably spectacular end to a fantastic London 2012 Paralympic Games and I’m thrilled that, over the course of the last eleven days, Channel 4’s coverage has engaged more people than ever before in disabled sport.”
Channel 4 released new research from BDRC Continental and YouGov over the weekend which showed that two in three viewers feel more positive towards disabled people as a result of watching coverage of the Paralympic Games.
Headlines from the research include:
- Two thirds of viewers (65%) feel the coverage of the Paralympics has had a favourable impact on their perceptions towards people with disabilities.1
- More than four in five Adults (82%) agreed disabled athletes are as talented as able-bodied athletes, rising to 91% among those who had watched Channel 4’s coverage of the Paralympics.2
- Almost two thirds of Adults (64%) agreed that the Paralympics is as good as the Olympics, rising to 79% among those who had watched Channel 4’s coverage of the Paralympics. 2
- Two thirds of viewers (68%) felt the coverage of the Paralympics has had a favourable impact on their perceptions to disabled sport. 1
- Around two in three viewers (69%) said this is the first time they have ever made an effort to watch the Paralympics, while half (50%) said this is the first Paralympics they have ever watched. 67% said they watched more than they expected to.1
Since 2010, as part of Channel 4’s pledge to bring Paralympic sport to a mainstream audience and add authenticity, knowledge and experience to its programming, the broadcaster has invested over £600,000 in identifying, training and developing ten new disabled presenters and reporters who have played major roles in the channel’s coverage of the 2012 Paralympic Games. 80% of viewers enjoyed the fact that there were disabled presenters on screen in Channel 4’s coverage of the Paralympics and almost three quarters of the audience (74%) agreed that they enjoyed the matter of fact discussions about disability.
Building on this, Channel 4 has committed a further £250,000 across the next two years, to both support and develop the existing disabled presenters across a range of television genres and to continue to identify new opportunities for disabled talent on-screen.
