ITV Commercial Research
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:
- Young people are not necessarily the most connected;
- Despite the recession, brands still play an important role in peoples lives;
- There are core 'types' of behaviour people exhibit when dual screening.
The study helped advertisers to fully understand the ever-changing media landscape and identified potential ways for them to engage with customers across multiple platforms.