The 2019 Christmas adverts have started!
We can’t believe it’s that time of year again, but the 2019 Christmas adverts have started. Join us as we look at some of our favourites so far…
One of the first adverts to appear on our screens this year, was Very’s. We think it’s a great start to the Christmas advert season!
For the first time in almost a decade, Argos is putting their paper catalogue at the centre of their Christmas campaign.
The singing boxes are back! This year to the tune of Solomon Burke’s classic track, Everybody Needs Somebody to Love.
Smirnoff have kicked off the party season with their cheeky advert featuring Laverne Cox, here’s to not-so-Silent Nights!
It doesn’t get more festive than Mariah Carey, who finds herself in a tussle for the last bag of Walkers in this ad.
Will Kevin the Carrot defeat the Leafy Blinders?
Featuring the choir from Ysgol Gynradd Gymraeg Llwyncelyn in Porth, Rhondda, Paddy McGuinness and Emma Willis, this advert features some of M&S’ festive offerings.
This is giving us Stormzy-vibes, is there a full-length version of the song? Asking for a friend.
In this (true) tale, we follow the story of Nicholas the Sweep in Victorian London.
Streaming catching up to traditional TV viewing
Streaming is catching up, but watching programmes on a TV is still the most popular way for UK audiences to watch television.
Traditional viewing (which includes catch-up within 28 days), accounts for most TV viewing with an average of 3 hours and 12 minutes per day.
However, this does mark a drop of 11 minutes since 2017, and average viewing of streaming services rose to 26 minutes per day last year.
Netflix, Amazon Prime Video, Now TV…?
The most popular subscription video on demand (SVoD) platforms in the UK are;
- Amazon Prime Video,
- Now TV and
- Disney Life
The number of UK households signed up to these platforms increased from 39% (11.2 million) in 2018 to 47% (13.3 million) in 2019. Two in five UK adults now consider online video services their main way of watching TV and film.
Viewers are also subscribing to more than one SVoD service.
Main broadcasters hold their share
However, despite this, the five main public broadcasters (BBC One, BBC Two, Channel 4, ITV/STV and Channel 5) held their share of viewing at 52%.
The decline of traditional TV viewing is most prevalent in the younger age group (16-24 years old) who have halved the amount of time they spend watching traditional TV since 2010.
Younger viewers move away from traditional TV
Since 2017, viewing by all people of subscription video on demand (SVoD) and YouTube content has grown.
The four and a half hours of total video content watched by 16-34s includes three main components: Live TV (83 mins); YouTube (64 mins) and SVoD (52 mins). For the youngest adults (aged 16-24), the most-watched platform is YouTube (73 mins).
But broadcaster-on-demand services (BVoD) are lagging behind SVoD. BVoD services (including iPlayer, ITV Hub, All4 and My5) remained at a similar overall level of viewing in 2018 compared to 2017; people in the UK are watching on average around 8 minutes of BVoD a day compared to 26 minutes of SVoD.
This has lead to BVoD platforms changing the way they serve content. For example, all episodes of series 1 (2018) and series 2 (2019) of the BBC’s Killing Eve were made available as a box set on BBC iPlayer immediately after the broadcast of the first episode. This caters to the ‘binge-watching’ trend that SVoD platforms cater for.
How has Wales’ TV viewing trends changed?
On average, people in Wales watched 3 hours 33 minutes of broadcast TV in 2018, that’s 9 minutes less than 2017.
Viewing of SVoD services increased by 10 minutes per person, per day in 2018, to 54 minutes.
48% of TV households in Wales have a television connected to the internet (Smart TV). 56% of adults in Wales use an on-demand/streaming service such as Netflix or BBC iPlayer.
Have your TV viewing habits changed over the past year? Could we help you use TV or SVoD to reach your audience? Get in touch today.
Sources: https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160651/media-nations-2019-wales-report.pdf , https://www.ofcom.org.uk/__data/assets/pdf_file/0019/160714/media-nations-2019-uk-report.pdf , https://www.bbc.co.uk/news/entertainment-arts-49248030
UK government to hit Facebook, Google and Amazon with digital services tax
The government will soon impose a ‘digital services tax’ on UK revenues generated by “established tech giants” like Facebook, Google and Amazon.
The 2% levy was announced by chancellor Philip Hammond in the Autumn budget today (29 October). It will come into force in 2020 following a period of consultation.
The announcement follows on from heavy criticism about the amount of tax tech behemoths pay to the treasury. In most instances they are gleaned from ad revenues – in comparison to their UK profit.
How much tax do tech giants pay?
Facebook UK revenues: £1.26bn Tax: £15.8m (2017)
Amazon UK revenues: £72m Tax: £4.5m (2017)
Google UK revenues: £1bn Tax: £36.4m (2016)
Snapchat UK revenues: £26m Tax: £360K (15 months to Dec 2016)
Twitter UK revenues: £76m Tax: £1.2m (2015)
Without going into detail, Hammond said the levy wouldn’t apply to “small UK startups.” But instead be targeted at profitable digital services companies that generate “at least £500m a year in global revenue”.
Kill or cure?
Ahead of the announcement, IAB chief executive Jon Mew argued that such a levy risked harming the UK digital ad market.
“While the government has said it wants to focus new measures on larger businesses, it would be difficult to avoid collateral damage across the sector and a negative effect on competition,” Mew warned.
“A tax on revenue would create a disincentive for competitors to set up and grow in the UK market. And would impact on mid-market players who drive competition and provide choice.”
Mew suggested that if the government was truly committed to leading the charge on innovation-friendly regulation that supports the growth of the tech sector then it should focus on supporting efforts to accelerate the EU Commission and OECD process to agree to an international approach to digital taxation.
Source: The Drum