The relationship between Broadcast TV and Ad recall

We recently read a case study by Think Box that explored the relationship between Broadcast TV and ad recall, here are some of the key takeaways:

Television screens are seen to drive 60% greater ad recall than ads seen on a smartphone or tablet, and 34% more than those seen on a computer.

Right in-home advertising can increase recall by up to 6.3 times.

The living room was the best spot for increasing ad recall with 22%, the highest of all other rooms in the house. Overall, the living room was 176% better than the kitchen at driving advertising recall, and 10% better than the bedroom.

The influence of shared settings whilst watching Broadcast TV is highlighted by the fact that when an advertisement was seen with others, such as when watching series or television dramas, ad recall increased by 23%.

Every night there are nearly 5 million conversations about the ads on commercial TV

These findings conclude that despite the decline of broadcast advertising, it is proven to be a great social medium that still brings people together and still gets adverts talked about.

Source: Marketing Beat, Think Box Research (2024)

Latest UK streaming figures

In the third quarter of 2023, the number of UK households subscribing to video-on-demand services amounted to around 19.3 million.

Here are some of the latest stats from the biggest UK streaming services:

ITVX

ITVX started the year with 328 million streams in January alone, more than any other month on ITVX or its predecessor ITV Hub.

Sunday 28 January 2024 was the biggest single day for both the number of streams (14.8m) and streaming hours (6.1m) since December 2022.

The top shows and live events on ITVX in 2023 were:

  1. Love Island All Stars – 43m streams
  2. Mr. Bates V The Post Office – 22m streams
  3. The FA Cup Liverpool v Norwich City – 11m streams
  4. Trigger Point – 9m streams

With a monthly reach of 24.8 million, ITVX is the leading platform for commercial BVOD and since the rebranding to ITVX, there have been over 3 billion streams and over 40 million registered users.

The hours spent streaming on ITVX have increased by +60% since last year and there has been a +91% increase in awareness of the streaming service among adults.

1.5 million of 16-34-year-olds are using ITVX as the only way they watch content with 8-9 million of this age group watching ITVX monthly.

Channel 4

At the end of 2023, Channel 4 streaming had 28 million registered users. The amount of viewing minutes on Channel 4 exceeded 53.5 billion at the end of 2023, with a 24% rise.

Channel 4’s diverse programming contributed to a 24% year-on-year gain in viewership and nearly 10 billion more minutes in 2023.

The top streamed single episodes on Channel 4 in 2023 were:

  1. The Great British Bake Off, Episode 1, Series 14 – 243 million viewing minutes
  2. Russell Brand: In Plain Sight: Dispatches – 170 million viewing minutes

With a combined total of 6.8 billion viewer minutes, Married at First Sight Australia and Married at First Sight UK are the two most streamed programs of 2023.

Sky

SKY has a combined monthly reach of 47 million across linear & digital platforms with 42% of all adults watching Sky VOD every month.

Sky VOD has a 26% YOY viewing increase.

If you want to incorporate VOD advertising into your marketing mix, get in touch with us today!

[email protected]

Sources: (Statista, 2023), (Kantar, 2023), ITVX, All4 & Sky

All about Gen Z

We’ve recently attended many industry webinars such as Insider Intelligence, Stack Adapt Spotify, and ITV which allowed us to gain deeper and up-to-date insights into different media formats utilised by Gen Z. We’ve been researching and delving into the world of Gen Z, looking into their personalities, habits, behaviours, and media consumption. 

Digital Audio

In the first half of 2023, Gen Z listened to over 560 billion songs a 76% increase since 2022, making them the fastest-growing cohort in music and podcast listening.

43% of Gen Z listen to radio via a mobile device weekly and 63% listen to streamed music daily – Digital Audio has an average of 14.2 listening hours per week with Gen Z.

Gen Z are more likely to trust ads more if they hear them on Spotify (44%) rather than see them on social media (21%)

(Source: Spotify)

Radio

48% of Gen Z listen to traditional radio per month, with an average of 6.3 listening hours

(Source: Global)

Podcast

In the first half of 2023, Gen Z listened to more than 3 million podcast episodes, spending an average of 7.7 hours listening to podcasts monthly.

75% of Gen Z listens to podcasts weekly, listening to podcasts 1-2 times per week has an index of 141 and a reach of 84,000.

Gen Zs in the UK generated more than 250 million podcast streams on Spotify in the first half of 2023 — fuelling a 58% increase since the year prior.

Through increased podcast listenership over the last year, Gen Zs in the UK are diving deeper into categories including:

  • Science + 33%
  • True Crime + 35%
  • Music + 44%
  • Sports + 62%

Half (50%) of Gen Zs in the UK feel that podcasts provide them with more knowledge of culture than any other form of media and Over three-quarters of Gen Zs in the UK (76%) say podcasts teach them about topics they wish they’d learned about in school.

Nearly two-thirds of Zs in the UK (64%) believe podcasting is more trustworthy than other forms of media because it’s representative of more diverse voices and points of view.

(Source: Spotify)

Social Media

TikTok, Instagram, and Snapchat consume much of Gen Z’s daily attention, with TikTok currently taking the lead; 18-24 spend an average of 58 minutes daily on TikTok compared to 38 minutes on Instagram and 30 minutes on Snapchat.

Gen-Z spends an average of 3 hours on social media each day, visiting social media platforms ‘more than 10 times per day’ with an index of 156.

Beyond entertainment, these platforms act as Gen Z’s main news sources. More than any previous generation, 75% of Gen Z are now delivered breaking news via social media and 60% rely on social media for researching and discovering information.

Gen Z are seen to pay more attention to social media ads than other generations, with 63% preferring video advertising to any other format.

(Source: Insider Intelligence, Hootsuite Statista)

Online

81% of Z’s said they welcome highly personalized ads

64% of Gen Z have searched online for more information about a company/product they’ve seen advertised on OOH

(Source: The Drum, Explore)

OOH

84% of Gen Z pay attention to OOH advert

89% of Gen Z remember the brand displayed on an OOH advert

55% of Gen Z prefer OOH ads the most across all ad formats

+91% of Gen Z have heavy exposure to mall advertising

+94% of Gen Z have heavy exposure to rail advertising

Railway stations have a 176% index with Gen Z audiences

Gen Z is 181% more likely ​to see OOH ads on the LU​

(Source: JCDecaux, Global)

Gaming

88% of young adults (aged 16-24) play video games

73% of the Gen Z audience play console games like PlayStation, Xbox, and Nintendo

Gen Z’s spend more time on gaming (22%) and watching YouTube videos on gaming (21%) than watching television (17%)

More than two-thirds (68%) of Gen Z own a game console, with a further 9% having consistent access to one.

More than eight out of 10 (81%) of Gen Z play games on some type of device, ranging from personal consoles to mobile phones.

Gaming Podcasts have the highest index of all categories for 16-18 year-olds with 193

The top 5 video games that resonate well with Gen Z audiences are:

  • Ducky
  • Play Simple
  • Voodoo
  • Top Nation
  • Matchingham Room Games

(Source: Statista, U Switch)

VOD

80% of Gen Z use streaming services.

ITVX

There are approximately 8-9 million Gen Zs using ITVX per month, making up 13% of all active users on ITVX since Q1 2022 are aged 16-24, accounting for 30% of total streaming hours.

1.5 million Gen Zs are using ITVX as the only way they watch live and streaming content, consuming more than 55 million hours of content yearly.

All 4

Channel 4 streaming accounts for over ¼ of 16-34-year-olds monthly viewing with Gen Z audiences spending an average of 3 hours and 47 minutes on All4

(Source: ITV, Channel 4, Think Box)

Cinema

89% of Gen Z are cinemagoers, with 40% of Gen Z visiting a couple of times a year.

Gen Z are more likely to pay attention to advertisements in the cinema, with an index of 280.

(Source: Digital Cinema Media)

If you need help targeting Gen Z get in touch with us today!

[email protected]

Christmas TV advertising

Christmas advertising

A record-breaking £9.5 billion is set to be spent on advertising this Christmas season, almost a 4.8% increase from last year’s £9 billion spend.

The highest-performing media formats for Christmas advertising in 2023 are BVOD increasing by 20.2% and OOH increasing by 22% compared to 2022.

However, Traditional Television advertising remains the top media format in 2023 with a predicted £1.5 billion spent on advertising during this year’s golden quarter

Nearly half (48%) of all adults praise Christmas advertisements for helping to spark gift ideas, whilst 70% of young adults (16-34) find them to be a mood booster.

Public approval of John Lewis 2023 Christmas advert + Christmas 2023 adverts

The most anticipated Christmas advert release each year is John Lewis.

This year John Lewis brought ‘Snapper’ The Venus Fly Trap to our screens, drifting away from the renowned emotional and sentimental adverts we’ve seen in the past.

More than half (55%) of the British public, compared to an astounding 96% last year, said they “love” this year’s John Lewis Christmas advertisement,

‘Snapper’ was ranked just 68% for positive sentiment; However, the strength of that negative coverage boosted social media activity which generated 106m impressions, 3,248 messages, and 17,928 engagements.

Positively speaking, 40% of the population thought this year’s advertisement was “funny,” and not ‘emotional’ making it John Lewis’ funniest Christmas commercial since the 2018 Elton John advert.

Surprisingly, Aldi’s ‘Kevin and The Chocolate Factory’ was a great hit with a range of audiences, providing a score of 93% positive sentiment; the advert gained significant reach with 1,652 messages, 2,773 engagements on X/Twitter, with 17m potential views.

Similarly, this year’s Amazon ad scored correspondingly with 17m impressions and 1,696 messages, but also scored highly on sentiment with 93%.

McDonald’s 2023 Christmas campaign “Fancy a McDonald’s this Christmas” is the brand’s highest-scoring advert with 4.1 stars since its 2017 advert “#Reindeer Ready” which achieved a rating of five stars which only 1% of Christmas ads achieve.

If you want to incorporate TV advertising into your marketing mix, get in touch with us today!

(Source: Marketing Beat, 2023)

Marketing trends you can’t ignore in 2024

We recently attended a industry webinar on the predicted media and advertising trends for 2024, here are the trends you simply can’t ignore!

Global ad spending is forecasted to increase by 8.2%, reaching £788 billion in 2024

Digital ad spending will finally achieve pre-pandemic levels in 2024, increasing by 20.9% in growth by the end of 2024

The highest ad spending sectors predicted for 2024 are as follows:

Retail – £5.69 billion

Consumer packed goods – £3.80 billion

Computing products and consumer electronics – £3.22 billion

Financial services – £3.00 billion

Automotive – £2.26 billion

Travel – £1.90 billion

Other – £6.6 billion

What marketing channels have the strongest growth predicted for 2024?

In Game +15%

CTV +14.4%

DOOH/OOH +5.9%

Video +5.8%

Display +5.3%

Search +5.2%

Social +4%

Audio +1%

The era of real-time personalisation

49% of consumers felt frustration when they received irrelevant content or offers

75% of consumers expect companies to understand their unique needs and expectations

Programmatic growth

Ad spent expected to reach £29 billion in 2024 a YoY growth of 9.2%

Digital out of home = 60.5% growth

Video = 13.3% growth

Display = 10% growth

CTV continues to make waves

This year, almost 75% of the UK population will watch digital video content and is expected to further grow in 2024.

The rise of DOOH

Digital will account for 64.7% of out-of-home spending in 2023 and is expected to surpass the £1 billion mark by 2026

Games everywhere

In-game advertising revenue is expected to surpass £600 million in 2024, being the 4th largest revenue generator globally

49% of in-game ads drive on average 49% promoted brand recall

6 out of 10 players are likely to make a purchase after seeing an in-game advert

(Source: Stack Adapt)

If you need help ensuring your 2024 marketing plans get results, get in touch with our team today!

[email protected]

Faux Out of home

A new trend is emerging in the constantly changing world of digital marketing that is grabbing attention and challenging our perceptions of what is genuine and what is not.

Faux Out-of-Home (FOOH) advertising is increasing in popularity, more brands are now following the trend of creating ‘realistic’ OOH campaigns that are actually CGI-generated; providing a powerful avenue for imagination, however, there are moral considerations.

One example of FOOH advertising is Maybelline’s Sky High Mascara; a viral video showcasing their ‘new OOH campaign’ where London underground trains and London buses iconically wore eyelashes, demonstrating the benefits of the mascara formula as well as the bending wand technology. At the time the video was released to social media, it was not made clear that the OOH campaign was created using CGI and therefore misleading consumers.

McDonald’s is one of the brands to recently jump on the trend with a festive FOOH campaign. The campaign is called ‘Festive wins’ featuring a fleet of festive baubles driving through London’s Oxford Circus and bursting McDonald’s burger boxes outside the Bullring, Birmingham, and celebratory Christmas crackers along the Royal Mile in Edinburgh.

FOOH’s creativity is completely unhindered by reality, budget, resources, and media formats; therefore, it has the potential to go ‘viral’ on social media and drive brand awareness and engagement.

Since deceiving customers seems to be the key to faux out-of-home success. The allure of Barbie’s enormous doll, Maybelline’s eyelash tube promotion, and Jacquemus’ giant bags would have undoubtedly been ruined if a disclaimer revealing the CGI origins had been included at the time of publication.

After reading a FOOH feature on the Drum, we found it interesting that JC Decaux’s Chief Marketing Officer, David McEvoy has reported on the topic. McEvoy promptly emphasised that in spite of the significant volume of FOOH sightings recently, the problem has really been there for some time. Pointing out that even before digital adverts, you’d often see television ads featuring billboards, street furniture, or bus shelter panels, proving that the creativity wasn’t genuinely used in the out-of-home environment.

Brands wanting to create CGI campaigns must approach with caution, as it could jeopardise consumer relationships as well as brand reputation. 

RAJAR Q3 results are now in!

Here are the top stats from Q3 for the period starting June and ending September.

Data has revealed that the weekly population of all radio listeners has remained the same as Q1 and Q2 in Q3 with 88% and has remained at 49.5 million people.

Here are some interesting stats to begin –

  • The average number of weekly hours listened to radio for this Quarter is 1.016 billion hours
  • The average radio listener tunes into 20.5 hours of Live Radio per week.
  • 43 million adults (15+) are tuning into radio digitally each week.
  • In an average week, digital listening accounts for 714 million hours, with a listening share of 76%, up by 2% since Q2.
  • Listening via DAB has a 42% share of listening, Online has 24% and DTV is 4%.
  • AM/FM listening hours share is less than a third with 30%.
  • 32% of adults (15+) claim to listen to Podcasts at least once per month.

National RAJAR listening figures

They’ve done it again! Heart and Capital remain the largest 2 commercial radio brands, resulting in Global leading the radio market with 26.4 million weekly listeners, up by 6% since Q2.

In this quarter, The UK’s largest radio station Heart, achieved its highest-ever audience of 11.3 million weekly listeners across the UK.

Capital has reached a milestone of 8 million weekly listeners, increasing by an incredible 200,000 listeners since Q2.

Following a successful Q1 and Q2, Bauer’s Greatest Hits Radio has grown again in Q3, achieving 6.2 million weekly listeners.

Welsh RAJAR listening figures

Heart South Wales now has 432,000 weekly listeners, up 29,000 from Q2, making it the station with the most listeners in all of Wales.

Nation Radio Wales reached 150,000 weekly listeners an increase of 20,000 since Q2.

Greatest Hits South Wales’ weekly listeners increased by 20,000 from Q2 to Q3, reaching a total of 102,000

Even though Capital is still the biggest commercial radio station in the UK, Capital Northwest, and Wales’ reach decreased by 14,000 listeners from Q2 to Q3, yet it is still quite high at 107,000 listeners per week. Capital South Wales’ reach also decreased slightly by 6,000 listeners per week.

Although radio listeners have switched stations, they still regularly tune in to the medium highlighting that there is still a market for radio advertising! Millions of people can still hear your message; to be heard at the right time, get in touch with our team today!

[email protected]

TV advertising

Television advertising continues to be an effective and impactful method of advertising, TV-focused campaigns outperform those without by 35%; below are some reasons why traditional advertising should remain a part of any marketing mix:

  1. Wide reach

TV advertising has a vast-reaching audience as well as the capacity to quickly and frequently connect with a wide range of demographics. The average UK resident is expected to see around 40 TV adverts daily, reaching as many as 70% of the population in a single day (Improve Marketing 2023).

  • Credibility

Brand credibility can be enhanced immediately by featuring on main TV channels and during well-known programs. Consumers of TV adverts frequently perceive brands that advertise on TV as more reliable and trustworthy with 40% of UK residents believing messages delivered on them. (Statista 2023).

  • Repetition

TV adverts are often aired repeatedly, and your brand can be seen multiple times in a single day. The combination of repeated visuals, audio, and storytelling can create a long-lasting memory for a single viewer and for wider audiences. 3 or 4 repetitions of one TV commercial are sufficient to keep a viewer’s attention (Themediaant 2022).

  • Complementary advertising

TV advertising is seen to be complementary to many other forms of media, a multi-media approach with the same campaign can significantly amplify brand presence. TV and Digital have a significant connection, TV advertising has been shown to increase the visibility of digital ads as well as organic interaction (Improvemarketing, 2023)

  • High ROI

TV advertising has the highest ROI of any media, generating an average return of £1.79 for every £1 spent, accounting for 71% of all advertising revenue (Thinkbox, 2022).

  • Brand awareness

TV advertising increases brand awareness by 20% as well as brand consideration by 27%, and purchase intent by 15% (Thinkbox 2023).

__

Considering the benefits above, why not incorporate or enhance your brands’ exposure on TV?

So, if you need help with being seen through TV advertising, get in touch with our experienced team today!

[email protected]

Advertising in Wales

Do you want your brand to be seen by a mass and diverse audience, across Wales?

If so, check out the latest statistics for different advertising media in Wales!


TV

On average, people in Wales spend 2 hours 45 minutes per day watching broadcast TV, the second most of any nation. Unsurprisingly given the passion for  sport in Wales, the most-watched TV program in 2022 was Six Nation Rugby: Wales vs. France (Ofcom, 2023).

On average, ITV reaches 80% of adults per month in Wales, with “I’m A Celebrity, Get Me Out Of Here” becoming one of Wales’s most popular programs – reaching up to 615K adults in one episode alone (ITV, 2023).

S4C, aimed at a Welsh-speaking audience, offers a potential yearly audience of almost 2.5 million people in over 1.3 million homes. 

CTV

CTV ‘Connected TV’ is content accessed via apps and streamed over smart TVs, or a connected device, such as Amazon Fire Stick, PlayStation, and Apple TV; Nationally, CTV is heavily on the rise with a 15.7% growth rate expected for 2023 (Statista 2022).

7 in 10 TV users in Wales had a connected TV device, and users were more likely to connect their TV to the internet via a box (Sky+ or Virgin Media) by 44%, compared to England with 32% (Ofcom 2023)

VOD

According to Ofcom 63% of all Welsh households are currently subscribed to at least one VOD service and the average viewing duration for these services is 4 hours and 43 minutes whilst people in Wales are estimated to spend 15% of their total video viewing time on video-on-demand services, as well as 15% on video-sharing websites/apps.

Radio

Radio is a highly effective form of advertising, reaching 88% of the adult population weekly, equivalent to 49.4 million people.

The average listener tunes into 20.5 hours of live radio each week, and a record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year.

North Wales appeared to have the most success in Q2 2023 RAJAR’s update; Capital North Wales’ reach increased from 100,000 to 121,000, up a staggering 21% and Heart North Wales reach has also increased from 89,000 up by 14%. Its total listener hours are up by a staggering 40% from 606,000 to 846,000, whilst the share of listening is up from 2.9% to 4.1%.

Heart South Wales in Q2 has the highest number of active listeners with 403,000, with a 21% reach.

Radio advertising makes it possible to customise messages to each audience, helping targeting specific demographic groups, local communities, and geographical regions.

Radio has the highest rate of ad avoidance, demonstrating how radio listeners are much less likely to “tune out” when there are radio commercials.

(Rajar 2023)

Transport

The Q1 (2023) TFW report has recorded across South Wales alone that 300,000 passengers have used bus transport to commute every week and is estimated that around 100 million bus journeys were made in 2022.

Reportedly bus advertising is the most-seen outdoor advertising medium, reaching over 48 million adults over a two-week period (Route, 2023).

There has been a total of 5.4m passenger journeys made on TFW trains across Wales in Q1 of 2023, this is still down in comparison to pre-pandemic levels (Wales Online, 2023), On average 71% of regular rail users have noticed an OOH ad in their respective station in the past week (Clearchannel, 2023).

OOH/ DOOH

Out-of-home and Digital out-of-home advertising has the ability to reach 98% of the UK population at least once a week, highlighting that OOH is a very powerful method of advertising (outsmart 2023). It has been suggested that on average 71% of the UK population acknowledges an advert at the roadside (75 Media, 2023).

OOH and DOOH drive online engagement as well as purchase intention or service use, almost 26% of surveyed customers have visited a website in response to an OOH advert, and a 38% increase in mobile engagements (75 media, 2023).

The top 3 performing OOH/ DOOH sites in Wales are:

  1. ‘M4 Super 6’ located in Newport with 574,923 weekly impacts.
  • Swansea Bus Station Large Digital Format with 498,000 weekly impacts.
  • Static 6 sheet located on Newport Road, Cardiff with 259,346 weekly impacts.

Digital Audio

Amazon Music accounted for the highest listening time in Wales on music streaming services with 24% – 4 times the UK adult national average (Ofcom, 2023).

The average Spotify user is estimated to spend 25 hours per month listening to music (Ferjan, 2023).

Podcasts have grown massively in popularity in recent years, from 2022 it was estimated there would be an average of 22 million monthly listeners in the UK (Cybercrew, 2023). As a result, advertising through podcasts has become highly favourable in a marketing mix, expecting to see a growth rate of 15.7% at the end of 2023 (Thepodcasthost, 2023).

Social Media

More than 9 in 10 (92%) homes in Wales had an internet connection in the first half of 2023 (Ofcom, 2023).

An average person in the UK is estimated to spend 145 minutes every day on social media platforms (Workup, 2022), with Facebook remaining the most-used social media platform with 44.8 million active users nationally (Thesocialsheppard, 2023).

Instagram came in second with 35 million active users at the end of Q2, while YouTube was third with an estimated 16.3 million users in the UK (Statista, 2023).

If your looking to start an advertising campaign across Wales, Get in touch with our experienced team.

[email protected]

Q4 – The golden quarter

Christmas is less than 100 days away and the build-up during the final quarter of the year is referred to as the ‘Golden Quarter’ since it brings in more revenue than the previous three quarters combined. With an expected £22 billion in consumer spending through Q4, businesses need to step up their advertising in order to really get the attention of customers.

Black Friday has become one of the biggest days in the retail calendar for Christmas shopping, with retailers hoping to benefit from increased traffic and sales as well as eager consumers hunting for a bargain.

This year, customers anticipate significant Black Friday and Cyber Monday deals; it has been estimated that 84% are prepared to make a purchase.

The top items people want to cross off their lists this year are electronics, technology, and clothes.

Christmas is definitely the most wonderful time of the year, making it the holiday of all holidays with a considerable share of all annual retail occasions (January Sales, Easter, Summer Holidays, Back to school, Halloween, and Black Friday) with 45%.

Christmas is the most wonderful time of the year, making it the holiday of all holidays. Each year, it has been estimated that 85% of all Brits shop for the Christmas season.

Christmas is a time for spreading love by giving and receiving; despite tough times, 55% of Brits say they will be spending more this year than they did last on gifts. 7 in 10 people stated they are

prioritising spending on gifting.

Source: (Clearchannel, 2023)

Interesting Media Statistics

Do you want your brand to be seen by a mass and diverse audience, at the right time and place?

Check out the latest statistics for different advertising medias!


TV

28 million households in the UK have a television (Cybercrew, 2023)

3 hours were spent daily watching TV in the UK for 2022 (Cybercrew, 2022)

TV advertising is on average almost half the price of YouTube, and 17 times cheaper than other online video advertising (Thinkbox, 2021)

Adults ages 35-54 spent up to 26% of their total TV time watching traditional TV on a weekly basis (Keegan, 2023).


VOD (Video on Demand)

In the first quarter of 2023, the number of UK households subscribing to video-on-demand services amounted to around 19.08 million (Statista, 2023).

73% of the UK population choose to watch shows/movies on streaming platforms.

58% of all households in the UK are subscribed to an average of 5.4 streaming services (Boyle, 2022).

There were 35 million users on ITV X alone in 2022! (Boyle, 2023).


OOH (Out of Home)

Out of Home reaches 98% of the UK population at least once a week (Outsmart, 2023)

Nearly 26% of Customers Have Visited a Website in Response to an OOH Advert (75 media, 2023)


Transport

Transit advertising reaches 83% of commuters on weekdays and 69% on weekends, equivalent to 48 million adults on a two-week basis (Global, 2023)

Each year a branded taxi will be seen over 75 million times (Capspacemedia, 2022)

Spending over 95% of their time in the city centre, taxis offer universal coverage by targeting mass volumes of consumers (Hugemedia, 2023)

54% of adults 15-34 see bus advertising every week (Global, 2022)

Bus shelter Ads reach 92% of the Population Every Week (75 media, 2023)

On average, passengers spend 7-13 minutes at their respective rail station (Global, 2022)

71% of regular rail users have noticed an OOH ad in the past week (Clearchannel, 2023)


Radio

88% of the adult population listens to radio weekly, equivalent to 49.4 million people (RAJAR, 2023).

The average user tunes into 20.5 hours of live radio each week (RAJAR, 2023).

A record 39.2 million people are tuning into commercial radio every week, up by 1.3% on the quarter and 8% on the year (RAJAR, 2023).

In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).


Digital Audio

Podcast advertising will see a growth rate of 15.7% in 2023.

The average podcast fan consumes 9 episodes per week (Thepodcasthost, 2023).

The average Spotify user spends an average of 25 hours per month listing to music (Ferjan, 2023).

Q4 data for 2022, shows that 33.2 million people in the UK are listening to online radio each week (IAB, 2022).

In an average week, digital listening accounts for 697 million hours, and has the highest percentage of listeners with 74% (RAJAR, 2023).


Cinema

Cinema advertising spending is forecast to show the largest growth rate in 2023 compared to any other media at 37% (Statista, 2023).

There are on average 220 new films of different genre released every year; therefore, cinema advertising reaches a large and diverse audience (SocialFilms, 2022).

87% of survey respondents claimed they noticed adverts before, during and after the movie (Digiday, 2023).


Social Media

In 2022, there were 4.9 billion people globally who use one or more social media platforms daily (Forbes, 2022).

An average person spends 145 minutes every day on social media (Workup, 2022).

Facebook has remained the most-used social media platform with 2.98 billion monthly active users as of Q1 of 2023, a 7.18% increase year on year (Dean, 2023).

Static images posted on Instagram achieved an average reach of 1,850 users and carousels reached an average of 2,325 users (Dixon, 2022).

500 billion YouTube videos are watched daily (Omicore, 2023).

On average, 500 million tweets are shared daily (Oberlo, 2023).

TikTok is the most engaging social media platform, with an average session length of 10.85 minutes, the time spent on TikTok globally in 2022 was a mammoth 68 billion hours (Kurve, 2023).


If you need help ensuring your using the right mix of media, get in touch with our experienced team today!

[email protected]

Streaming services are soaring to the detriment of traditional TV Channels

Traditional broadcasting TV has seen its steepest decline in viewership last year.

The different variations of broadcasting at present (Traditional, Streaming, VOD) means there are lots of ways to watch your favourite programmes at a time that suits you.

Traditional broadcasting viewing numbers have declined from 83% in 2021 to 79% at the end of 2022 (Ofcom, 2022).

The average viewing time has also decreased slightly, falling from 2 hours 59 minutes in 2021 to 2 hours 39 minutes in 2022 (Ofcom, 2022)

A study by Ofcom, found that fewer viewers are tuning into the major broadcasting TV channels than ever before, soap operas and news bulletins aren’t drawing the same audiences they once did.

It comes as no surprise that the younger generation are spending a lot more time on social media platforms and streaming services compared to traditional TV broadcasting, it seems that even the ‘loyal’ older generation are now following suit by alternating their media habits.

Statistics show that Disney + seems to be a favourable streaming provider amongst the older generation (65+), showing an 11% increase in 2022, from 7% in 2021 for the age demographic.

When it comes to uniting the country at significant cultural and sporting events, traditional broadcasting continues to be unmatched.

The Top 5 most viewed moments from 2022 were:

  • England V France – 16.1 million
  • Queen Elizabeths II Jubilee – 13.2 million
  • Queen Elizabeths II funeral – 13.2 million
  • I’m a celebrity – 12.5 million.
  • The Tourist – 11.4 million

Despite the fall in traditional broadcasting viewers, BBC 1 and ITV1 still have a considerable viewing rate and even see higher ratings per week than Netflix. While ratings on BBC iplayer and ITVX are up.

The early and late evening news bulletins and soaps have all taken a hit, viewings are down 42 per cent since 2014, with popular soaps: Eastenders, Emmerdale and Coronation Street all affected.

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