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:

  1. Young people are not necessarily the most connected;
  2. Despite the recession, brands still play an important role in peoples lives;
  3. 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.