ABSTRACT
The talent show The X Factor, which ran for the first time in the spring of 2008, has been hugely successful in Denmark, just like in other countries (cf. for example Hill 2007). The X Factor was broadcast by the Danish public-service channel DR1 and had an average share of 56.3 per cent and extremely high ratings, rising steadily from 1.3 million to as many as 2 million viewers during the finale, out of a population of 5.5 million people. Ratings were as high or even higher than the most popular programmes – the nationally produced drama series which usually top the ranking list – and it was covered extensively and debated avidly not only in the tabloids but in all media and on countless blogs and debate sites. An analysis of viewer attendance (from the first programme through the third live show) shows on average that more women than men watched the programme. Older viewers watched markedly less than average, even though this demographic group watches considerably more television. Among females, the age group 3–10 (Target Affinity 133.3 per cent), 21–30 (Target Affinity 136.9 per cent) and 31–40 (Target Affinity 139.7 per cent) were overrepresented. So, core viewers were between 31 and 40 years old, and in particular women of 21–40 years old; even girls below 10 watch The X Factor.
