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.
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.
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.
From our previous blogs it should come as no surprise that radio continues to perform well.
Commercial radio industry body Radiocentre found that 38% of commercial radio listeners are tuning in for an extra hour and 45 minutes each day, hitting an average of 26 hours a week compared with 14 hours a week prior.
Bauer’s radio network’s average reach also up a quarter and listening hours up by almost a fifth, as was Global’s.
Streaming on platforms like Spotify have seen subscribers increase, in Q1 of 2020 Spotify saw a rise of 31% year on year.
While usage in cars, wearables (e.g. smart watches) and web platforms dropped last quarter, Spotify said that its TV and game console audience has grown in excess of 50% over the same period.
Outdoor and transport
Unsurprisingly, outdoor and transport advertising continue to see low levels of reach and footfall as people stay indoors and avoid public transport.
Looking to the future, it may take some time for reach and footfall figures to reach pre-lock-down levels as capacity restrictions are introduced and commuters are encouraged to cycle or walk to work.
Keep an eye on our blog and social media for more updates on the advertising sector.
If you need advice on planning future marketing campaigns, get in touch with our friendly team today at [email protected].
Tags: marketing, advertising, change, updates, advice, UK, United Kingdom advertising, industry, UK advertising industry, WARC, ITV, Sky, All 4, radio, Bauer, Global, Spotify, streaming.
Our favourite brand partnerships in Netflix’s ‘Stranger Things’
Brand partnerships galore help to promote Netflix’s ‘Stranger Things’ third season.
Netflix has started partnering with brands to market original shows like ‘Stranger Things’, ‘Glow’ and ‘Queer Eye’.
Partnerships have grown since the show debuted. This handy graphic from Business Insider shows how Netflix has introduced major partners into the show’s marketing strategy.
Third season partnerships
This season has seen partnerships with Baskin-Robbins, Burger King, Coca-Cola, H&M, Lego, Levi’s and Nike. These have helped get Netflix into physical stores.
As the third season takes place during summer, it provided the perfect opportunity for Baskin-Robbins, especially as scenes took place in fictional ice-cream store ‘Scoops Ahoy’. The company released custom flavours and a TV advert.
This season, H&M launched a retro collection and Nike teased the release of their ‘Stranger Things Air Tailwind 79 OG Collection’ which mixes iconic design with ‘Stranger Things. imagery.
All about the food
In the US, focus has been on food partnerships. Burger King released the ‘Upside-Down Whopper’, a reference to the ‘hidden world’ in the show. Available in just 11 stores (another show reference), the brand also renamed themselves ‘Stranger King’ on Twitter and flipped their logo.
Coca-Cola re-released the retro ‘New Coke. Ironically, the original drink was taken off sale after just 79 days after a barrage of complaints. However, after featuring in the new season of ‘Stranger Things’, Coca-Cola have released 500,000 cans in the US.
Have you spotted these brand partnerships, are they any more in the show you’ve seen?
https://www.campaignlive.co.uk/article/stranger-things-11-best-brand-collabs-series-three/1589953, https://www.businessinsider.com/what-stranger-things-says-about-netflix-marketing-strategy-2019-7?r=US&IR=T, https://metro.co.uk/2019/07/05/what-was-new-coke-as-featured-in-stranger-things-season-3-and-what-happened-to-it-10115806/
The battle between YouTube vs. TV
According to a report by Pixability, YouTube viewing is growing at the fastest rate ever, with watch time up 60% year on year globally.
There has been much debate over recent years over the battle between YouTube and television and what it means exactly for businesses. Some have branded ‘TV dead’ while others have said it still remains ‘the most effective and powerful medium of all time’ and continue to use it.
Global figures found in the YouTube report reveal:
- Channel subscriptions are up 47% year on year.
- Top 100 brands, are uploading a new video to YouTube every 18.5 minutes.
- The average mobile viewing session has increased by 50% to more than 40 mins.
- The number of advertisers running video ads on YouTube is up by 40%.
- Top 100 brands media spend is up by 60%.
Click here to see more YouTube stats from the Top 100 Global study – http://www.pixability.com/top-100-brands-2015/
Marketing Week recently noted while it seems YouTube is gunning for TV ad spend, in the UK, its success isn’t as rapid as the impressive Global stats above. According to Ofcom, YouTube accounts for just 3.5% of the UK’s total video consumption while TV is 81%. The gap narrows among consumers aged 16-24 – where YouTube accounts for 7.5% of video and TV accounts for 65% – by far.
TV advertising continues to grow, with UK revenue hitting a record high of £4.91bn in 2014, up 6% from the previous year, while the number of brands new or returning to TV advertising was more than 800, according to Thinkbox.
Make peace, not war and benefit from using both!
If budgets permitted, as with any large scale campaign it’s advisable to best spread your message to the relevant mediums that your target audience use, see and hear.
In fact, Thinkbox says the question shouldn’t be TV versus YouTube or online video, the IPA’s econometric study on “Advertising Effectiveness: the long and short of it” says the two complement each other extremely well.
Want to find out more on the benefits of using YouTube or television or both. Get in touch with The Media Angel to find out how your brand can be seen on a regional, national or global level.