Over the last decade, the autumn television season has been dominated by a battle between ITV’s The X-Factor and the BBC’s Strictly Come Dancing. While initially the X-Factor led the way and regularly thumped Strictly in the ratings, the gap has been narrowing and for the last couple of years it is Strictly that is the dominant offering on the television. One of the factors involved in this turn-around is the audience the two shows are pitched at, with the X-factor being aimed at a younger audience than Strictly. The improvement in Strictly’s ratings mirrors the ageing of the UK, as the rate of increase in the older segment continues unabated.
This article was originally commissioned and published in August 2013 for Investment Life & Pensions Moneyfacts publication.