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  • London Live Sales

Notting Hill Carnival

London Live broadcast reaches over 250,000 Londoners every year

London Live, a broadcast partner for the Notting Hill Carnival, has successfully captured the flavour, colour, music, and the very essence of the celebration for seven consecutive years, delivering 5.57 million commercial impacts for Adults (ADS) at its peak.

The Carnival is one of London Live’s longest running and most popular events. Since its first broadcast in 2014, more than 1 million viewers have watched the coverage on the channel – a fivefold increase in accumulated reach since year one.

Broadcasting live across two days from the heart of the Notting Hill Carnival, coverage showcased elaborate floats and colourfully costumed performers winding their way through the streets in the parade, dancing to the sound of steel bands and calypso music while visiting the tempting food stalls along the route.

London Live's viewership of the programme reflects Europe's biggest celebration of culture, diversity, and inclusivity, with 48% of the audience formed of Black, Asian, and Minority Ethnic profile (BAME).

Drawing strong appeal with young viewers. In 2018, 36% of Adult viewers were aged between 16-34 (A1634), resulting in London Live ranking as the 2nd most-watched channel in London (behind Channel 4) amongst A1634s generating a 10% share of viewing (SOV) and outperforming ITV and Channel 5.

Along with the young profile, the programme also performed well among House People with Children (HPCH), forming 46% of the viewing in 2016 and generating over 650,000 HPCH commercial impacts in 2018.

Carnival brings together more than a million people to the streets of London each year; for the first time since 1966, a series of events streamed live due to the worldwide pandemic of 2020.

London Live’s Best of Carnival highlights continued to attract viewers, delivering continued growth; this was a threefold increase in audience compared to the previous year.

On average, more than a quarter of a million viewers tune in to watch the action live on the day; the viewer profile predominantly comprised of 19% A1634, 52% of viewers under the age of 45 and 36% ABC1 Adults (AABC1).

London Live broadcasts 24 hours a day, 7 days a week, with a transmission footprint extending beyond the Capital into the Home Counties and is available on prominent channel positions – Freeview 8, Sky 117 and Virgin 159.

To find out more, please contact the London Live Sales Team.

Source data is BARB (All Platforms), TVA audience data (Freeview) is >125% greater than that of BARB