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A Year in Tv THINKBOX A YEAR IN TV ANNUAL REVIEW 2015 Warburtons WCRS Contents 02—05 WHO WE ARE 02 Welcome from Lindsey Clay 04 06—17 TV IN NUMBERS 06 TV viewing in context 08 TV advertising tops £5 billion for the first time 14 18—33 RESEARCH, TRENDS & INNOVATION 18 The truth about youth 20 Uncovering TV’s hidden effects 24 TV rules the video world by Matt Hill 28 TV in 2015 at a glance 32 34—49 TELEVISIONARIES 34 No likey, no lighty by Tess Alps 36 The UK and US TV markets by Nigel Walley 40 Happy birthday TV advertising by Mark Ritson 44 The year in commercial TV by Lisa Campbell 46 50—61 AWARDING TV EXCELLENCE 50 Rigour, invention, effectiveness 52 2015’s most creative ads 58 62—65 HOW CAN WE HELP? 62 Frequently Asked Questions 64 Bear Grylls: Mission Survive ITV THINKBOX A YEAR IN TV 2015 INTRODUCTION WHO WE ARE Who we are [02] Thinkbox is the marketing body for commercial TV in the UK, in all its forms. We work with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. 01. The Affair Sky Atlantic Our shareholders are Channel 4, ITV, Sky Media, In recent years, Thinkbox has won a number 02. Armstrong and Miller Turner and UKTV, who together represent over 99% of awards including Media 360’s Industry Body Show Dave 03. Secret Life of Four of commercial TV advertising revenue through their of the Decade; Best Business to Business Marketing Year Olds Channel 4 owned and partner TV channels. Associate Members at The Marketing Society Awards for Excellence; 04. Broadchurch ITV 05. Regular Show are Discovery Networks Norway, Disney, London the Grand Prix award for Best Media Research Cartoon Network Live, RTL Group, TalkTalk, Think TV (Australia), Think of the Year from the Media Research Group; the 06. Gotham Channel 5 TV (Canada), TV Globo (Brazil), TV2 (Norway) and awards for Advertising and Media Research from Virgin Media. Discovery Networks UK, UTV and STV the Market Research Society; Research Team of [01] [03] also give direct financial support. the Year from Mediatel; and our TV advertising has been awarded by The British Television Advertising TV today has more to offer advertisers than ever Awards/The British Arrows, the APA, D&AD and before, not least because this growing medium Creative Circle. Thinkbox’s ‘Harvey the dog' ad was remains at the heart of popular culture and voted 2010’s Ad of the Year by a poll of ITV viewers, advertising effectiveness. From understanding how with the follow-up TV Ad – ‘Harvey & Rabbit’– audiences engage with TV advertising, uncovering appearing in Nielsen’s study of the Most Liked Ads what the latest technological developments mean, of 2012 and Campaign’s Top 10 TV & Cinema Ads of explaining innovative and affordable solutions, and 2012. ‘Harvey & Harmony’, the third ad in the Harvey encouraging creativity to providing the rigorous series, was one of the nation’s top ten most liked ads proof of effectiveness that advertisers need, of 2015 (source Ebiquity/TNS). [06] we are here to help businesses meet their marketing objectives. [05] [04] —02— —03— THINKBOX A YEAR IN TV 2015 INTRODUCTION WELCOME FROM LINDSEY CLAY Welcome From Lindsey Clay [01] 877 new or returning brands on TV, ad investment topping £5 billion for the first time, and a welcome positive mood swing – commercial TV enjoyed 2015. [02] [03] Last year, a new book leapt onto my list of essential So what else happened of note in 2015? '2015 was also another But world-class media planning and ad creativity But it is important the global TV community reading for marketers. It joined Byron Sharpe’s Well, Thinkbox launched its amazing new website! record year for TV ad need world-class content to live around as well as works together in the face of the continued ‘How Brands Grow’, anything by Les Binet and Peter TV advertising celebrated its 60th birthday, which revenues – the sixth year innovative new ways to use TV. Step forward the rhetorical blitz from tech companies. In 2015, Field, and Bob Hoffman’s ‘Marketers are from Mars, was a welcome pause for thought about how far in a row – with total TV UK’s commercial broadcasters and take a bow. Thinkbox welcomed TVB (Canada), TV Globo Consumers are from New Jersey’. The new book was it has come. But don’t let a superficially big number investment topping £5bn.' 2015 was packed with ad innovation – Sky’s AdVance, (Brazil), TV2 (Norway) and Disney on board as media columnist Michael Wolff’s ‘Television is the fool you (a rule to live by in media); TV is the Channel 4’s new programmatic exchange, the ITV Associate Members, joining Discovery Networks new television: the unexpected triumph of old media sprightliest 60-year-old on the block. It still sprints 01. Indian Summers Channel 4 Hub – all adding new layers of opportunity to the Norway, London Live, RTL Group, TalkTalk, Think 02. Netball World Cup Final LINDSEY CLAY in the digital age’. for brands and wins their marathons; its circulation Sky Sports TV advertising landscape, and the content on offer TV (Australia), and Virgin Media. We also continued Chief Executive, pumps as strongly and freely as ever, finding new 03. I'm a Celebrity… Get me was as diverse and mesmerising as ever. We all to work closely with other TV companies and trade out of here ITV Thinkbox While I’m not a fan of the phrase ‘old media’ arteries to explore; its reproductive organs remain have our personal favourites; my 2015 was defined bodies around the world to ensure the powerful (TV is permanently, constantly new), the sentiment formidable as its many babies prove. Do read the by The Affair, the Netball World Cup, Grantchester, message about TV, its development and its unrivalled of Wolff’s book said something about TV in 2015. equally formidable Mark Ritson’s birthday missive Yonderland, Veep, A League of Their Own, The Good advertising effectiveness is understood in every It was indicative of a mood swing. There was greater on p.44 to check how TV looks at 60. Wife, Homeland, Indian Summers, Downton, BGT, corner of the globe. recognition that, yes, TV is changing and that a IACGMOOH, Cilla, Fargo… I could go on. part of that change is less linear viewing, but it is 2015 was also another record year for TV ad We need to add constantly to what we know about in great health, existentially unthreatened by new revenues – the sixth year in a row – with total But that’s just me. On p.46 we’re delighted to TV advertising and its effectiveness. Providing you technologies – capitalising on them in fact – and TV investment topping £5bn (see p.14). Viewing have Lisa Campbell, Director of the Edinburgh with insight into the now and next of TV remains as central to people’s lives as ever. patterns are changing as the relationship between International Television Festival, giving an overview core to Thinkbox’s mission. In 2016, we will be our linear diet and our blossoming on-demand of commercial TV’s highlights in 2015. unveiling new studies looking at marketing in the It was a similar story for TV advertising in 2015. appetite continues to settle (see p.12), but the digital age and the video world, amongst others. This was summed up by a fine article in the impact of TV advertising and its partnership According to Ofcom, the UK also leads the world These follow 2015’s crop: ‘The truth about youth’ Financial Times by Ian Leslie – ‘How the Mad Men with other media are as powerful as ever. This is in the way it watches TV. UK viewers are apparently and ‘TV Response: new rules, new roles’ (see p.24). lost the plot’ – in which he examined how marketers underpinned by the brilliant media planning and the most advanced in terms of embracing new ways had been seduced by the shiny and new only to cracking creativity in which the UK leads the to enjoy TV and other video content. We now live If you want more detail on these and our other discover it wasn’t the magic they had hoped for. world (see p.52). in a video world, and it is vital we understand its research studies – as well as absolutely everything Meanwhile TV continued to be the most effective nuances to ensure advertising investment keeps its else you could possibly wish to know about TV – form of advertising. eyes on the effectiveness prize. Read Matt Hill’s piece you could do worse than pop to the brand new on the new video world on p.28 for more on this. thinkbox.tv website. We are very happy to show off our new online home. Do let us know what But, while I’m happy to bang the drum for TV in you think. the UK, we must not be too parochial. Every market is different – read the inimitable Nigel Walley from Decipher on the major differences between the US and UK TV markets on p.40. —04— — 05— T V in numbers Crackanory Dave THINKBOX A YEAR IN TV 2015 TV IN NUMBERS TV VIEWING IN CONTEXT TV viewing in context COMMERCIAL TV VIEWING OVER TIME BY DEMOGRAPHICS Source: BARB, Jan–Dec 2005–2015 Topline viewing figures Average hours of commercial TV viewed per day on a TV set within 7 days of Broadcast 03 03 2 hours 34 minutes 2 hours 23 minutes 2 hours 22 minutes 02 02 1 hour 57 minutes TV dominates the new video world.
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