Greek gymnasia. Burmese monasteries. The Italian parliament. Every culture has a sacred male space, where men will be boys. For modern Brits, that space is the Dave channel. Dave's your mate, the marketing tells us. You do five-a-side and pub quizzes together. The only problem is you have to share the winnings with his 27 million other mates.
In a crowded digital market characterised by fragmentary audience share, Dave is an outlier. While total TV viewing in the UK is down across all other networks, Dave is growing. The biggest channel outside of the public broadcasters, Dave is celebrating its strongest quarter yet and is watched by more than half the men in the UK. Are they boneheads? What's going on?
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