S4C's Annual Report was published today, and I read two stories about it on Golwg 360 and the BBC website:
Both reports give as their only audience figure the fact that the average number of peak hour viewers fell from 30,000 in 2009 to 28,000 in 2010.
Expecting the worst, I armed myself with a stiff drink before reading the report itself. Click the image to open it:
But I was rather pleasantly surprised by what was in it. For example:
• The weekly reach has risen by 11.8% from 551,000 to 616,000. The figures for Wales are up by 4.0% from 449,000 to 467,000. The figures for viewers outside Wales are up by 46.1% from 102,000 to 149,000
• The number of on-demand sessions on Clic has risen by 44.2% from 1,113,843 (though this was reported as 1,089,114 in last year's report) to 1,606,162
• The most popular programme in 2009 had 427,000 viewers, in 2010 the most popular programme had 459,000 viewers
Of course it's a shame that one group of figures has gone down. But why on earth is this the only figure to be reported, especially since the overall figures have in fact risen rather than gone down? Are we a nation of masochists?