The Future of Channel 4

The Future of Channel 4

As we have completed our latest Video On Demand campaign across multi VOD channels including All4 for one of our clients and are currently evaluating the campaign results, it was interesting to read what the channel 4/All4’s future entails. It promises to be “More radical” as its digital strategy proceeds and has identified three areas of growth to focus on over the next year. Channel 4’s “Future4” strategy aims to ensure Channel 4 remains fit for the digital age. it plans to double the viewing of its on-demand platform All 4 to 2 billion by 2025, while growing digital advertising to 30% of its total revenues and non-advertising revenues to 10%. However, with All 4 viewing already up 29% year on year, Channel 4 is now forecast to achieve 1.5 billion views by the end of 2021. Channel 4 is also well on its way to achieving its advertising revenue targets, with 19% of revenue coming via digital advertising and 9% through non-advertising. Much of these increases can be attributed to the change of audience viewing habits during and coming out of the Covid 19 pandemic and is not unusual for VOD platforms, though Channel 4’s advertising revenues from digital is over 50% higher than the rest of the UK TV market (according to COO Jonathan Allan) Meanwhile, the launch of digital content unit 4Studio last year – which focuses on producing content for social media – has seen Channel 4 overtake LadBible, Disney and the BBC as the most viewed branded content partner in the UK, reaching over 90% of 18- to 34-year-olds. There are three new areas...
Advertising Rebound Evident on Linear TV and VOD

Advertising Rebound Evident on Linear TV and VOD

ITV saw a 115% increase in spend in June 2021 from the first 6 months which saw ad sales rise by 29% with positive predictions for the following next 3 months. June delivered the largest revenues for the month of June  for ITV in its history. A large portion of this increase can be attributed to the relaxing of restrictions and the Euros which was ITV’s most successful football tournament to date  Ad revenue grew by 29% in the first half of 2021 compared to a 21% downturn last year in the same month. VOD advertising increased by 55% with advertisers using Planet V ITV’s sales platform and there was a 250% increase in VOD only campaigns. Carolyn McCall, the chief executive of ITV explains that “You can get so much emotional messaging across – you can get tone across, joy across, you can uplift people with TV advertising,” McCall added, citing the recent Tyson Fury ad about mental health for the Campaign Against Living Miserably (CALM). “People have realised the emotional stuff that you can communicate, which has become more important to them because of the pandemic, but also we’ve now also got the programmatic – the digital advertising, which is highly targeted.” If you are unsure where to start with your TV advertising we can make the process easy, Alison Debono, The Media Angel’s Managing Director has completed the in depth TV Masters Training course with Thinkbox providing the understanding of the latest advanced TV and VOD solutions . Get in touch with our friendly team today who will be more than happy to...
Out-of-home audiences at 73% of pre-COVID levels.

Out-of-home audiences at 73% of pre-COVID levels.

Great news for out-of-home! With children returning to school. and many people returning to the workplace, roadside audience figures are increasing! Audience numbers are now at 73% of pre-COVID levels. Furthermore, according to National Statistics, 53% of workers travelled to their workplace at least once during the week to March 14 – this is 48% up from the week before. As the end of March approaches and more restrictions are being lifted, we can expect audience mobility to continue to grow. Here are some key stats: Clear Channel’s roadside audience levels at 73%. Audience levels within residential areas have increased by +9 percentage point to 81%. (Source: Clear Channel Radar (w/e 13th March)Audience levels in proximity to Asda and Sainsbury’s (83%) and parks (77%) have increased by +10 and +7 percentage points respectively. (Source: Kinetic Viewpoint (24th February).Alfresco Life survey shows that leaving home to grocery shop (83%) or exercise (82%) are the most popular activities. (Source: Google Mobility Data 16th March 2021 (7 Day Average)).Mobility to parks is currently at +23% above the baseline. (Source: Talon ADA (w/e 7th March)).London roadside traffic is now at 93% vs the baseline average following a 1% growth WoW.Visits to supermarkets witness 1% growth WoW, currently at 96% vs average. Predicted Impacts and reach figures for 2021 This is excellent news for our clients who have missed out of home advertising over the last year. The above figures are really promising and only set to increase as restrictions relax. If you would like us to look at an outdoor campaign for your business our friendly team would be more than happy to...
What will come of Christmas Advertising 2020

What will come of Christmas Advertising 2020

Will advertisers deliver a much needed dose of happiness and joy, or will Covid-19 be adding more doom and gloom? Not to sound like the Grinch but Covid-19 has ruined 2020 and Christmas this year is not going to be the same.As always, this time of year is when brands begin to roll out their Christmas ad extravaganzas. Not only are they vital for business, but research last year found advertising plays a key role in getting people in the festive mood, and in these times, rarely has there been a greater need to lift the public’s spirit. Consumers are crying out for advertisers to provide some festive cheer!But for marketers and designers having to devise relatable Christmas ads while being uncertain as to what Christmas will even look like this year, the challenge is huge..Each year, big brands like John Lewis and Amazon can be relied upon to dig deep into their budgets and bring out the big bucks to spend on their blockbusters, as they battle to win the Christmas ad showdown. The campaigns released so far have been a mixed bag of attempting to distract customers from the pandemic, and directly addressing the elephant in the room. Amazon has been widely commended for sensitively approaching the topic in a way that doesn’t feel downbeat. Argos on the other hand decided to swerve the topic altogether and is all about possibilities and dreams. Seeing Christmas through the eyes of children. The hotly anticipated John Lewis advert has also now arrived and is part of a campaign called ‘give a little love’ which aims to raise 5 Million pounds...
How has the UK’s media consumption changed since lock-down began?

How has the UK’s media consumption changed since lock-down began?

It’s been almost two months since our first blog about how the coronavirus has affected the UK advertising industry, so we thought it was a good moment to take a look at how things stand in May 2020. Television Across the major channels, television viewing has grown massively since lock-down was introduced in the UK. Sky viewing has increased by 24%, taking the average time spent watching TV per day to 3 hours 40 minutes, that’s an increase of 5 hours per week since lockdown began. Younger audiences have seen the biggest increases in television viewing, 16-24 year olds were watching 57% more TV now than they were this time last year. Unsurprisingly, as more of us are at home, daytime viewing has increased by 39%. Viewers are tuning into the news and light entertainment more than any other genre. Gordon, Gino and Fred: American Road Trip concluded with 4.0m viewers, which was up 1.4 million viewers compared to the slot last year. Video on Demand ITV Hub has seen viewing hours increase by 82%, with catch-up viewing across drama up 26% year on year. Sky On Demand was also up by 52%. Likewise, All 4 achieved its highest number of quarterly views ever across Q1 of 2020. This record breaking period includes All 4’s biggest ever month, week and day of viewing in March, with viewing up 37% year on year. Video on demand platforms also remain popular with a younger audience, viewing was up 30% among 16-34 year olds, with almost 80% of all 16-34s registered with All 4 in the UK. Radio From our previous blogs...