Flamboyant racing pundit John McCririck was dumped from a high-profile role on Channel 4 because he was "alienating" and "very offensive", an employment tribunal has been told.
Jay Hunt, Channel 4's chief creative officer, said a talent tracker study on how he went down with audiences was "one of the worst pieces of research I have ever seen regarding a presenter".
McCririck, 73, who was dropped from Channel 4's revamped on-screen line-up, is accusing his former employers of age discrimination.
Ms Hunt said the audience research on him was "one of the most dispiriting" documents she had seen.
Racing pundit John McCririck was dumped by Channel 4 because he was "alienating" and "offensive", an employment tribunal heard.
On the first day of his employment tribunal, racing pundit John McCririck insisted he was a victim of age discrimination and is not sexist.