Channel 4 has long been envied for its ability to tap into the youth market, with programmes such as 'Dawson's Creek', 'Hollyoaks' and the T4 programming strand.
As much as 15% of Channel 4's audience is in the youth bracket, compared with ITV's 8% and Five's 9%. Channel 4's total audience share is 10%.
According to Hugh Johnson, Channel 4's head of commercial marketing and research, the channel has a number of research projects into the youth market under way this year, the findings of which it aims to present to advertisers in November.
"This research allows us to give greater insight into what is a very important target market for Channel 4," he said.
Competition in the youth market has increased in the last year with the launch of BBC Three, which has put pressure on Channel 4, its digital sister station E4, and Sky One, which are all vying for a slice of the youth TV market.
The research has been commissioned largely to benefit the broadcasters' terrestrial channel and will be handled by communications and research start-up Ramp Industry.
Ramp Industry was set up in 2002 and provides services including custom publishing, online, email and SMS marketing services, as well as trend and lifestyle information.
Just two weeks ago, Channel 4 announced that Five director of programmes Kevin Lygo would replace outgoing director of television Tim Gardam at the broadcaster.
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