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Channel 4’s Bake Off wins over fans

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Last year, news of The Great British Bake Off's move to Channel 4 left the show's millions of fans somewhat divided. But with the new series now underway, we wanted to find out if attitudes towards Channel 4's latest acquisition have changed. To do this, we surveyed Bake Off fans through work.shop.play., our award winning consumer panel.

After just one episode, the number of people who felt negatively about the move fell from 74 per cent to 15 per cent, meaning the opening Channel 4 show won over 59 per cent of sceptics. However, viewers were not so convinced by the show’s new hosts, with over two thirds (68 per cent) of avid Bake Off fans believing Mel and Sue did a better job than Noel and Sandi.

Interestingly, younger viewers miss Mary Berry the most, with over half (53 per cent) of 16-34-year olds saying they don’t think the show is the same without her. This age range is also more likely to always watch the show than any other (44 per cent vs 32 per cent of all urbanites).

Perhaps the most notable difference between the two formats is that the Channel 4 show now contains advert breaks. It seems urbanites are more open to this style of show, with one in five saying the advert breaks don’t bother them (increasing to 27 per cent among 16-34-year olds). 

However, 61 per cent of viewers say they are less likely to watch the show live, in favour of fast forwarding the ads. This increases to 67 per cent among hard-core fans who always tune in. 

The show is likely to face competition from the BBC's new rival programme 'Britain's Best Cook'; when it launches. Nearly two thirds (64 per cent) of younger viewers said they may watch this show, with nearly half (45 per cent) of all urbanites planning to give the BBC show a chance.

As this year's competition heats up, time will tell if the newly launched Bake Off can retain its place in the nation's hearts.

Understanding audiences is key to Exterion Media's business. Our award-winning consumer panel of 11,000 members - work.shop.play. - allows us to have unique and regular dialogue with valuable urban audiences across the UK. Check out our free online research dashboards to find out more.