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...
What do you think?

What do you think?

Santander’s most recent marketing campaign sees them pair with TV duo Ant & Dec, but does the partnership reflect the brand? The Campaign The campaign sees the pair ‘rip off’ Santander’s branding and values, to create their own bank ‘Antanddec.’ Placed on TV, cinema, OOH, print, social, digital display and radio, the campaign has been created by Engine, directed by Declan Lowney at Another Film Company, has been planned by Carat. Why Ant & Dec? Chief Creative Officer for Engine, Billy Faithfull, said “When it’s thrown into conversation that Ant & Dec sounds a bit like Santander you can’t ignore that, it’s an absolute gift.” “It was one of those ideas that you keep parking for good reason, but keeps coming back, more powerful than before. And the more we let it back in the room, the more funny, famous and memorable it became. Nothing else stood a chance.” The campaign will utilise the bank’s comprehensive research into its customers to help bring to life the products and services that answer genuine customer needs. While using the comical bank of ‘Antandec’ and its less practical product solutions, as a counterpoint. Research has also shown that “ads that use creativity in the form of brand characters or motifs are better at eliciting an emotional response and boosting brand recognition.” But, do these reasons mean that it works? Does it work? Billy Faithfull, chief creative officer, Engine, added: “In the search for a little magic, you have to give every idea a chance to shine. Even the silliest of ideas should be taken seriously.” But is Santander a ‘silly’ brand, and...
UK Adspend looking positive despite Brexit gloom

UK Adspend looking positive despite Brexit gloom

Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group. Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016. Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017 TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017. A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015. Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year. A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth. Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying...
Marketers report increased adspend despite falling confidence amid Brexit

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote. In Q3 of 2016 13.4% out of 300 marketers surveyed increased their ad spend. An increase of 10.7% from Q2. However, the advertising market remains uncertain since Brexit having an impact on financial prospects over Q3. 12.1% of marketers were pessimistic about their industry’s financial prospects down from -8.1% in Q2 and the lowest recorded figure by the survey since Q4 in 2012. However, they seemed more confident in their own businesses during Q3 with 31% expressing optimism and a net balance of 10.6% but down on Q2 which posted 13.7%. The report forecast ad spend up  1.9%, from the expectation of 0.2% decline, but it expects a 0.7% drop in 2017. A growth of adspend is projected for 2018  up  +0.2% , 2019 +2.4%, 2020 +2.7% Events budgets grew in Q3 by +9.9% Internet budgets grew in Q3 +4.9%. Main media advertising fell by 3.8%, in Q3 compared to a rise in Q2 of 9.3%. PR was down -1.1% in Q3 whilst market research fell by -2.3% and sales promotions by -4.0% The report further shows that a positive forecast is now predicted for ad spend growth in 2016 and that with the negotiations in Brexit beginning, a tougher 2017 seems inevitable. The Media Angel team keep updated on market trends to get the best outcomes for our clients. Get in touch today on 02921 320 200 or email us at [email protected] to discuss the best mix channels for your marketing...
Top UK Storytelling Brands 2015

Top UK Storytelling Brands 2015

The first job of any advertising creative is to engage the audience, to attract and hold their attention, and story ads do just that. Story ads typically result in greater enjoyment and engagement than non-story ads, observed as providing greater ability to attract attention and be remembered. In 2015, it seems tech brands are embracing and delivering more effective storytelling techniques in their advertising against many food and drink brands for the first time, according to the UK top storytelling brands survey commissioned by Aesop. The report, now in its third year surveyed the views of over 2,800 people on their views about 154 major brands. Top Storytelling Risers and Fallers: The usual food and drink favourites have been overtaken by tech companies that have boosted their credentials in the public’s eyes through storytelling: Virgin Atlantic was one of the biggest risers in the top 20, from 46th to 17th. Cadbury falls from second place in 2014 to 27th. McDonald’s tumbles from 3rd to 43th. Walkers from 5th to 29th. Coca-Cola from 6th to 39th.   Although tech giant Apple has reigned as the UK’s top storytelling brand for two consecutive years, other significant sprinters in this survey are a number of charities. Since last year… Macmillan Cancer Support has jumped from 9th to 2nd place. Cancer Research UK has leaped 16th to 10th. British Heart Foundation from 15th to 12th. Oxfam from 28th to 12th. Social media platforms, such as Facebook and YouTube have helped these charity organisations make the top rankings, offering charities an affordable platform for spreading their inspiring stories on a precious budget. Charities are better disposed than other sectors to emotional, purposeful...