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.
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 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 considering it’s products, should it want to be considered as such? On the other hand, does financial marketing need to be bland and serious?
Finding a balance
Digital bank, Monzo, recently begun their first major marketing push, and we think their campaign manages to find a good balance between being humorous and light-hearted, while still being informational.
At 30 seconds long, we learn that Monzo can;
- Make our holiday money easier (no more notes!)
- You can talk to a real person 24/7
- You can use their app to set up a ‘Savings Pot’
Monzo’s other videos follow the same theme, and we feel like the balance works. They come across as fun, easy to use, yet still trustworthy.
But, when you compare that example to the Santander advert, the balance is less clear.
The advert is 90 seconds long (a whole minute longer than Monzo’s) and yet only 7 seconds of that are about Santander, and what they do.
From Santander’s advert, we learn that;
- Ant & Dec have always wanted to go into banking (?)
- They’re going to send out bricks (??)
- Buy less coffee, have a shorter mortgage (???)
- Santander have a service called a ‘Mortgage Over-payment Calculator’
The balance between humour and information is way off, and the most important feature, is left as an after-thought. We’re not even told how to get more information about it (online, in branch, telephone…)
Monzo shows that banks can find the balance; an advert which is informational without being stuffy or boring. But for Santander, it feels as though they’ve gone too far in the wrong direction.
Perhaps Santander’s campaign would have worked better a few years ago. Recently, Ant & Dec’s ‘nation’s sweethearts’ image has been tarnished by Ant’s drunk driving conviction and stories that the duo almost split.
What do you think about Santander’s latest campaign?
Sources: https://www.moreaboutadvertising.com/2019/06/ant-and-dec-launch-their-own-bank-in-santanders-mockumentary-ad-campaign/ , https://www.mortgageintroducer.com/ant-dec-brand-ambassadors-santander-uk/#.XQojlBZKjIU , https://themediaangel.co.uk/2018/10/15/study-links-long-term-growth-to-brand-characters/ , https://www.marketingweek.com/2019/03/20/monzo-first-ad-campaign/ , https://www.theguardian.com/tv-and-radio/2018/apr/16/ant-mcpartlin-pleads-guilty-drink-driving , https://www.cosmopolitan.com/uk/entertainment/a25987106/ant-mcpartlin-declan-donnelly-anger-drink-driving-arrest/
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 advice.
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.
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 storytelling. Case studies and personal stories like Archie’s, used in our client Tŷ Hafan’s Legacies campaign, helped to outline the work of the hospice in an emotive and meaningful way. Executed on a small budget the campaign did exceptionally well in motivating audiences to support the charity through donations.
Archie’s story –
Does your marketing tell a story? And is the storytelling meaningful? Through investment in advertising; focusing on creativity, purpose and emotional resonance brands from all sectors can strike a chord with the public. At The Media Angel we can help you bring your brand to life and put you on the right media platforms to connect with your audience.
Get in touch with us for more information.
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.