ITV LIVES

This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads.

ITV LIVES

ITV Commercial Research

Summary

The media industry wanted to know more about TV audiences – how viewing behaviours were changing and the opportunities this opens up for brands. This led our thinking behind ITV LIVES; our biggest ever exploration into the people that make up the TV viewing nation.

The key challenge for us was to create a research programme that built upon current thinking and delivered findings that were insightful, accessible and had real actionable outputs.

The results challenged conventional assumptions around media and device usage:

  1. Young people are not necessarily the most connected;
  2. Despite the recession,...

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