Commercial break: How ITV understands audience signals

Jane Bainbridge

ITV director of audiences Neil Mortensen has a broad and varied research role, as he looks at everything from programme content to the UK's changing media landscape.

ITV director of audiences Neil Mortensen has a broad and varied research role, as he looks at everything from programme content to the UK's changing media landscape.

There is no shortage of headlines, reports, analysis, general musings and downright lies on the state of TV viewing in the UK. Whether it's the death of scheduled TV, advertising engagement, second screening or box-set bingeing – to name but a few – TV viewing is a hot topic and changing media habits are ripe for research and analysis.

As a commercial terrestrial TV broadcaster, pretty much every media consumption trend affects ITV...

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