Viewing trends Reach is the goal Essential viewing All the stats and charts you need How to build cost-effective The best of 2020 and a taste on video viewing in 2020 AV reach of what’s to come in 2021 p.07 p.19 p.12 A year in TV Thinkbox Annual Review 2020–21

ENTER 2020 AT A GLANCE THINKBOX A YEAR IN TV

TV continued to be the commercial 2020 at a glance 91% medium people spend most time with Broadcaster TV advertising accounted for 91% of all Total video time grew by 40 minutes video advertising per person per day

BVOD plays a crucial role 3hrs 22mins in driving cost-effectivereach 1,243 The average person watched Online businesses remained the New to TV advertisers running 3 hours, 22 minutes of across linear TV and AdSmart broadcaster TV a day dominant advertisers in 2020 Winner News viewing was up 33%, shared viewing up 8%, and weekday daytime Mediahub crowned champion , winning the viewing up 16% of champions Thinkbox TV Planning Awards Costs of TV advertising falls Grand Prix for their planning by circa 50% in April on the NHS England campaign.

I think (TV is) embracing 16-34s 3,956 68% the flexibility that advertisers have been 3,956 people signed up for our first 68% of adults watch asking for ... to be able to make decisions TV Masters online training course in 50+ linear TV ads a week on where we invest, four weeks before autumn 2020 TV continues to be the largest broadcast rather than eight just feels like single portion of video viewing the right thing to do and I think hopefully I did a module one evening and used for 16-34s advertisers will repay that change with more investment. a piece of knowledge I gained from it in a presentation to a client the next afternoon! Chris Ladd, Nationwide

Emmerdale, ITV #TakeTheVaccine broadcast Boris Johnson, daily press briefing, ‘No Naughty List’, Tesco Hannah McKay/PA Wire/PA Images Saturday Night Live, Sky Comedy NHS rainbow banner photo by Red Dot / Unsplash Black Lives Matter photo by James Eades / Unsplash Dance troupe Diversity’s performance on Britain’s Got Talent

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 2 WELCOME THINKBOX A YEAR IN TV

Also available to download: the full printed Welcome version of 'A Year in TV 2020-21 04 From Lindsey Clay 2020 hindsight But it wasn’t only price. TV advertising Adapting to adversity 05 It might seem odd to talk of successes from the last year, continued to digitally transform and Contents TV making a difference in 2020 06 roll out targeted data and tech-led but we shouldn’t ignore silver linings opportunities to augment its just because of the whopping great established powers (see p.28). clouds. TV proved its worth in the Advertisers are welcoming this; TV pandemic. Socially, as a source of now offers the best of both worlds. In particular we saw the acceleration 07 16 27 31 vital entertainment, escapism, and of ecommerce reflected in TV trusted news; and commercially, advertising. TV is the shop window Viewing trends Advertising in 2020 TV’s transformation The smartest planning as broadcasters were nimble, for ecommerce brands and we’re increasingly flexible, and advertisers seeing more and more of them The media landscape 08 The video advertising landscape 17 Advanced TV advertising at work 28 Smart young things 32 displaying their wares (see p.23). took advantage of the incredible How 2020 changed the video world 09 Video reach planning 19 TV Masters 30 TV Planning Awards 2020 33 And though ecommerce’s attraction price TV was offering – many of to TV is about driving sales, it is equally What did the industry watch in 2020? 12 Weathering the storm 23 whom had never tried TV before about brand. TV makes the virtual How big are shows? 14 The Thinkboxes 2020 25 (see p.24). physical, and adds credibility and trust (see our signalling research on p.36). A taster of 2021 shows Brand is back, and with it an to get excited about 15 increasing culture of effectiveness. 34 Advertisers are returning to the higher ground – witness Airbnb’s recent decision to shift from performance Inspiring insights to brand. Making econometrics free to all 35 This is good news for TV, another silver lining. And while advertisers What does advertising on are in a re-appraising mode it was TV say about a brand? 36 the perfect time to have launched TV Masters – the world’s first comprehensive TV advertising training 12 19 28 32 course. It has been incredibly well What did the Video reach Advanced TV Young planners' received and is already a vital resource for the industry (see p.30). industry watch? planning case studies learnings Take a look at the Not all forms of Four different I hope you find this publication useful What was it like to and insightful. And if, after reading, varied viewing of video are equal brands showcase plan media in 2020? you are left with questions or a thirst for industry peers – so not all reach how they are taking These young even more information, please do get in from 2020. is equal. advantage of planners give touch (or sign up to TV Masters and today’s TV solutions. us their take. Lindsey Clay CEO, Thinkbox become an expert that way).

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 3 Adapting to adversity 05

TV making a difference in 2020 06

2020 hindsight Rob & RomeshVs, Sky One

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 4 ADAPTING TO ADVERSITY THINKBOX A YEAR IN TV

BEN NEWBURY YORKSHIRE TEA Adapting to adversity Tuning in to “We had to always take that healthy sense check of ‘what’s really going on?’ the mood of and [we knew] we were going to get this right or wrong before we pressed If Covid has taught us anything, it’s that adaptability is not just needed to thrive, the nation go. It’s paused a lot of stuff that we made. And we held it, and we held it, but to survive. This has certainly been true in business where the mettle of until we felt the time was right to go live.” marketers has been thoroughly tested since the start of the pandemic. SIMON WALLIS DOMINO’S “We used three guiding principles as some kind of compass. Firstly, to keep serving Brand our customers and looking after our people. Second to build brand preference and response and look after our communities, and to ensure that the brand comes out of the The arrival of Covid has brought about change at breakneck speed for brands. Priorities crisis stronger than it went into it. In other words, take actions today that our team members and customers will remember for a lifetime.” shifted, consumers began to behave – and feel – differently and marketing strategies had to turn on a sixpence to accommodate the state of flux brought about by various lockdowns. AMY BUTTERWORTH TESCO Reach “Targeting really changed from a sub-segment of society, to everyone To delve into this further, Thinkbox commissioned agency Work Research to explore and growth who does a shop – no matter where to be honest – everyone that needs what the Covid crisis really meant for marketers. They conducted interviews with 12 to buy food, so basically the whole population.” senior clients at the end of 2020, who each reflected on the pandemic’s impact on their

businesses. They also revealed their perspective on what changes they foresaw in their GAYLE NOAH L’ORÉAL Fast- approach to marketing throughout 2021 and beyond. “We’d already started on the ecommerce journey many years ago, but forwarding I would say that Covid really accelerated our plans by about three years. innovation So within a matter of weeks we had really activated a lot more platforms and channels and retailers to start driving ecommerce.”

CHRIS LADD NATIONWIDE Signalling “I can’t believe there won’t be some long-term benefit from us being present in the market in the medium that has always given off a sense of trust and stature.”

Watch our series of short films in which top advertisers reflect The JULIA SPARROW MONDELEZ on the pandemic’s impact on their businesses, and offer their importance “The brand teams in our business have really seen the value of that collaborative spirit and I do think that everyone has rallied round to come together.” perspectives on marketing in 2021 of partnerships

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 5 TV MAKING A DIFFERENCE IN 2020 THINKBOX A YEAR IN TV TV making a

Supporting small businesses during the pandemic: In May, Sky launched SME100, a £1m fund to provide difference in 2020 100 small businesses with TV advertising campaigns via AdSmart. After high demand, the fund was increasedto TV can entertain, inform and inspire. It can help us feel connected to others £2.5m and was able to support 250 individual businesses. Accelerating towards a sustainable future: In 2020, through the shared experience of viewing. And it also has the power to do Sky announced Sky Zero with an ambition to be net zero carbon by 2030. With over 150 plug-in hybrid electric vans good through its rich content, powerful advertising and the work of the UK introduced to their fleet, Sky has also started building broadcasters. Here is a taster of some of the positive actions we saw in 2020. Elstree, which aims to be the world’s most environmentally friendly TV and film studios. Helping tackle racial inequality: Sky committed to investing £30m to fight racial inequality across their markets. They also appointed a Diversity Advisory Group and Diversity Action Council, and announced new targets Britain Get Talking: An ITV Mental Wellness for 20% of employees at Sky in the UK & Ireland to be from initiative to help Britain stay connected. During 2020 Black, Asian or Minority Ethnic backgrounds by 2025, lockdown 6.4 million people reached out to connect with at least a quarter of these to be Black. with friends and family,making 15 million calls and sending 27 million text messages as a direct result of the campaign. ClapForCarers: In the early days of lockdown, Stay at home & Stay in touch: Launched in January worked with advertisers to create an entire ad break dedicated 2021 in collaboration with Mind as an extension of to showing solidarity and support for the NHS. Forty-two per Britain Get Talking, the campaign reached 42 million cent of viewers said they would talk about it with others, and viewers in the first two weeks. 56% were inspired to look into ways they could help. Clap from our Carers: A short film which showed #StandAgainstRacism: In response to the racistonline NHS workers encouraging people to stay connected reactionto the Sainsbury’sChristmas ad, Channel 4 worked with as well as staying at home. the leading supermarkets to unite in solidarity. The brands and their ads stood side by side at the most commercially critical Dave & CALM: The ongoing partnership between Dave and time of the year, coming together in two ad breaks for the first the Campaign Against Living Miserably (CALM) continued Dave time to #StandAgainstRacism. in 2020 with a three-part series – ‘Comedy Against Living Diversity in Advertising Award: Channel 4’s annual £1m

Miserably’ – and an expansion into merchandise, which Miserably, airtime prize encourages the UK advertising community generated nearly £30k for CALM’s life-saving services. to be more inclusive in their campaigns through authentic All Voices: Film ’s Equal Access Network and Living representation of a specific diverse community. 2019’s theme UKTV’s collaborative initiative ‘All Voices’ offered 12 paid, was LGBT+ representation and was won by Starbucks for their full-time roles on 17 UKTV Original productions to those Against groundbreaking #whatsyourname advert which airedin 2020. from underrepresented groups, including new entrants, Previousiterationsofthe contest have challenged brands to mid-level professionals and returners to the industry. Comedy portray disability, hidden disability and gender in their ads.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 6 The media landscape 08

How 2020 changed the video world 09

What did the industry watch in 2020? 12

How big are Netflix shows? 14

A taster of 2021 shows to get excited about 15 Viewing trends 4 Channel Sin, A It’s

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 7 THE MEDIA LANDSCAPE THINKBOX A YEAR IN TV

Most of this lockdown growth went to is not covered in the charts as it is purely Some key numbers: ‘watching’ as the nation turned to their a measure of time spent ‘outside’ rather The media landscape ‒ Lockdown increased media time, TVs and devices for much needed than time spent with a chosen medium. particularly ‘watching’, which entertainment, escapism and information. But it is interesting to note the extent to was up 15% In total, there was a 15% increase in which it was affected by lockdown. It ‘watching’ – an extra 37 minutes per dropped by 68%, according to IPA You’re here for the TV stats and insight of course. Who wouldn’t be? ‒ TV accounted for the bulk of person per day. Touchpoints data, with the average adult commercial media time, some 38% Gaming, too, increased in lockdown spending just under an hour a day outside But, before we zero in on TV, some context… ‒ Time spent out of home – up 32% – while reading declined by 8%, in lockdown compared with nearly three decreased in 2020 by 68% perhaps due to the drop in commuting, hours a day before. This obviously had a and listening remained unchanged. knock-on effect on indoor media Total media time has been increasing consumption like TV. Over the last five years our media time has Time spent communicating been on the up. This is because of a small dropped during lockdown TV was the bulk of commercial increase in the time we’ve been ‘watching’ This was driven by 31% less time spent media time Media minutes have grown, linear TV still largest and a larger increase in the time we’ve been ‘emailing’ – the impact of furlough and rise With 38%, TV continued to be the ‘communicating’ – eg messaging, social of video calls the likely culprits. Social commercial medium people spend most media and emailing. media use and texting/messaging weren’t time with, with social media second with really affected by lockdown. 24%. Over the page we’ll take a closer look at exactly what happened in TV in 2020. Daily minutes with media, adults Daily minutes video watching, adults Lockdown boosted ‘watching’ 2020’s lockdown pushed average daily We spent more time at home in lockdown 4hrs 51 mins media time to a whisker below 13 hours 14 5 (although some of this time is duplicated Hope you were sitting down when you read 12hrs 58 mins 2% — DVD 12hrs 46 mins across media). that shocking fact. Time spent out of home 6% — Gaming 10% — Online 4% 4hrs 15 mins 12 11hrs 24 mins video 4hrs 2 mins 2% — Cinema 4% 13% 12% — Reading 4 adults 3% 8% — SVOD Commercial media day: 4% 16% 3% 10 15% — 1% 15% 6% — BVOD 29% — Communication 2% 32% 3 6% 38% 11% Magazines 12% 8 27% Commercial TV Commercial 0.1% General online browsing radio Cinema Hours Hours 6 15% — Listening 2 17% 88% 19% — Linear 67% TV 24% 4 68% Social media News brands %

1 Other online video inc. 37% — Watching 6 2 35% 33% % 8 YouTube, Facebook and TikTok and Facebook YouTube, 0 0 2015 2020 2020 2015 2020 2020 Pre-lockdown Lockdown Pre-lockdown Lockdown

Source: TouchPoints 2020 (lockdown), IPA. Base: adults 15+. Includes only media which carries advertising and people Source: IPA TouchPoints 2015 & 2020. NB: Touchpoints survey dates for the pre-lockdown period are 14th January–23rd March and lockdown are 24th March–26th May. choose to consume. TV, radio, newsbrands & magazine figures include online/app consumption.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 8 HOW 2020 CHANGED THE VIDEO WORLD THINKBOX A YEAR IN TV How 2020 changed All forms of TV have seen growth in 2020 04:00

03:30

the video world 03:00

02:30 Before 2020, there was a fairly consistent story about TV and video viewing. But that was before 2020. As with pretty much every 02:00 sector, last year made a mockery of predicted TV and video trends. 01:30 Throw in Disney+ (good time to launch) and TikTok (good time to exist) 01:00 and this year’s analysis of the video world is anything but predictable. 00:30 Hours per person per day individuals) day (all per person per Hours 00:00 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Pre-2020… Summary: In TV, overall viewing was pretty stable, but there was a gradual decline in live Live TV TV Playback Broadcaster VOD Subscription VOD ‒ All forms of TV grew in TV viewing because we had more choice and could spread our viewing across Source: 2010-2020, BARB/Broadcaster stream data/IPA Touchpoints 2020, Individuals 2020 – yes, live TV too live and on demand – both from the broadcasters and subscription VOD (SVOD) players like Netflix and Amazon Prime Video. In online video, there was jockeying, ‒ Broadcaster TV continues to but YouTube was clearly the big beast and largely unchallenged. Young people’s viewing is increasingly spread across platforms be the largest single portion of video viewing (incl. for 16-34s) All forms of TV saw growth in 2020 03:00 ‒ From nothing, TikTok took It’s no surprise our need for entertainment increased in 2020. 3.5% of video viewing time This thirst for escapism and distraction helped every form of broadcaster 02:30 TV (live, on demand and playback) collectively grow by 5% year-on-year. ‒ The TV set is the home of high- 02:00 quality content; broadcaster That’s an extra 10 minutes viewing per person per day. The average person TV and SVOD account for watched 3 hours, 22 minutes of broadcaster TV a day. 01:30 94% of all TV set viewing Within this there were obvious lockdown-related shifts in consumption, with news viewing up 33%, shared viewing up 8% and weekday daytime up ‒ SVOD subscriptions continue to 16%. It was a similar story in SVOD’s corner of the TV world, where the average 01:00 rise with Netflix accounting for time spent viewing grew by 12 minutes per person per day – a 50% growth the majority of SVOD viewing year-on-year (obviously coming from a much smaller base than broadcaster 00:30 time (74%) TV). The average person watched 36 minutes of SVOD a day.

Hours per person per day individuals) day (all per person per Hours 00:00 We've collated all the charts from this 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

publication into one easy, nickable deck. Live TV TV Playback Broadcaster VOD Subscription VOD Just click here to download. Source: 2010-2020, BARB/Broadcaster stream data/IPA Touchpoints 2020, 16-34

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 9 HOW 2020 CHANGED THE VIDEO WORLD THINKBOX A YEAR IN TV

Young people’s broadcaster TV viewing stabilised Total video time grew by 40 mins a day in 2020 BVOD is vital to younger audiences Breaking down how we watch Younger viewers also looked to TV for escape and Hours per person per day (all individuals) Breaking down broadcaster TV into the different broadcaster TV to provide them with entertainment and information. 05:30 ways it can be accessed reveals the increasingly This halted a gradual decline of their broadcaster 05:00 important role of BVOD for younger audiences, 3 hrs 22 mins 1 hrs 47 min TV viewing in recent years. 04:30 now 19% of all broadcaster TV viewing for 16-34s. With smash hit Love Island missing last summer, their 04:00 It also shows that anyone writing off live TV is 8% BVOD viewing – where so many Island shenanigans are 03:30 misguided and needs to understand why people 19% usually enjoyed – was largely unchanged, having grown watch different types of TV and video. Live TV made 03:00 consistently over the past five years. We’d expect a up over half of 16-34s’ broadcaster viewing in 2020. 19% 02:30 return to growth in 2021. All 02:00 16-34s And their SVOD viewing increased by 42% (17 minutes The TV set is the home of high-quality content individuals 54% 0 1:3 0 a day, or about a quarter of an episode of The Queen’s This year we have also cut the data to just look at 27% 01:00 Gambit) to account for 35% of 16-34s’ TV viewing time spent watching video content on the TV set, 73% in 2020. 00:30 as that is increasingly the key battleground for 00:00 video. An interesting picture emerged. 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Total video time grew by 40 minutes a day Walk into a living room and find the furniture not facing When we expand the picture to look at all forms Live TV TV playback Broadcaster VOD Subscription VOD the TV and you’re walking into a strange land. And the of video, we see that total video time grew by a DVD / Blu-ray / VHS Cinema Adult XXX Other online video focal point of our living rooms continues to account for significant amount in 2020: 40 mins per person per the majority of our video consumption: 76% among all YouTube TikTok day. Most forms of video (even DVDs) saw a year-on- individuals and 53% among 16-34s. Live TV TV playback Broadcaster VOD year increase. Source: 2010–2020, BARB/Broadcaster stream data/IPA Touchpoints 2020, Pornhub/Rentrak, Individuals And what we watch on it shows that the TV set is Source: 2020, BARB/Broadcaster stream data The obvious exception here is cinema, which saw a the home of high-quality, professionally produced 75% drop in viewing time through no fault of its own. content. Broadcaster and subscription TV dominate, We’d expect this to be temporary and that cinema 2020 video day All individuals accounting for 94.1% of TV set viewing. TV set video All individuals Average video time per day 2.0% will bounce back once normality resumes. 3.5% Whilst the TV set is a growth area for YouTube and day 2020 3.9% All Individuals: Average video time per day New entrant TikTok had a pretty significant impact 16-34s 13.0% now accounts for roughly 25% of all its usage, YouTube (TV set) 16-34s 11.6% for its first full year and accounted for 3.5% of all 5hrs, 16 mins accounts for less than 5% of total TV set time. All Individuals: 3.0% video time in 2020. YouTube increased its share 16-34s: 9.3% 0.9% 6.7% 4hrs, 54 mins 4hrs, 0 mins from 12.5% in 2019 to 13%. And Facebook fell Where is Connected TV on the TV set chart? (76% total video day) slightly from 1.2% to 0.9%. Broadcaster TV 3.0% 16-34s: 36.3% 2.8% Whilst every other TV industry event is focused One trend that wasn’t changed by 2020 is the Subscription VOD 0.1% 2hrs, 42 mins 25.2% 1.7% on the emerging Connected TV (CTV) market, it’s difference between 16-34s’ video consumption important to note that, outside of BVOD and YouTube, (53% total video day) 26.1% and the UK average. TV (broadcaster + SVOD) DVD there isn’t any measurable volume of viewing to any Broadcaster TV accounts for 75% of the average video day compared Cinema other ad-funded VOD services on the TV set. with 56% for 16-34s. Within this, broadcaster TV 0.1% 11.2% Online ‘adult’ 4.6% 0.7% In the US, this is no doubt a more significant emerging Subscription VOD continues to be the largest single portion of video XXX video viewing, both for 16-34s and all individuals. 19.3% 2.6% market, with big players such as Hulu, Peacock and DVD 64.1% Other video 1.8% Roku. But in the UK we’re yet to see any meaningful YouTube dominates the online video space 63.7% volume of viewing to CTV services on the TV set, YouTube 82.5% accounting for over half of 16-34s’ time spent Facebook beyond that of the broadcasters, SVOD players with online video. TikTok, however, made significant YouTube and YouTube. inroads, claiming a 9% share of all 16-34s’ video Source: 2020, BARB/Broadcaster stream data/comScore/ TikTok time and 22% of their time spent with online video. IPA Touchpoints 2020/Pornhub/Rentrak Source: 2020, BARB/Broadcaster stream data/comScore/IPA Touchpoints 2020

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 10 HOW 2020 CHANGED THE VIDEO WORLD THINKBOX A YEAR IN TV

SVOD subscriptions continue to rise Over two thirds of people now have access Breaking down ‘unmatched’ viewing As we’ve seen, like broadcaster TV, to an SVOD service The Broadcasters’ Audience Research Board (BARB) SVOD benefited from lockdown, with defines unmatched viewing as when the TV set is on but viewing time increasing by 50% year- 90.0 the content wasn’t broadcast as part of a linear schedule on-year (up 12 mins per person per day to 36 mins in total). in the last 28 days. This includes gaming and viewing to 80.0 SVOD services and shows that haven’t been broadcast The number of people with access 70.0 in the previous four weeks. to at least one SVOD service now stands at 69% – and 83% of 16-34s. The growth in time spent viewing ‘unmatched’ content, There has also been a notable uptick 60.0 as reported by BARB, is often used to demonstrate the in the number of over 65s with access changing nature of TV set viewing. And, by applying IPA to an SVOD service in 2020, up from 50.0

20% in Q3 2019 to 31% in Q3 2020. penetration Touchpoints data, we can get a pretty good idea of what 40.0 this unmatched viewing consists of. Netflix continues to dominate SVOD SVOD 30.0 Forty-two per cent is viewing to SVOD, 16% is gaming, % 13% is viewing to broadcaster content outside of the 28- As the streaming wars continue to hot 20.0 day window (VOD or playback), 11% is YouTube, and 7% up, we now have several major players competing for eyeballs. As it currently is watching DVDs. There’s also, according to BARB, stands, Netflix takes the lion’s share of 10.0 about 10% that is unknown unmatched viewing. This viewing time. could be the TV set being turned on but no audio 0.0 playing, paused content, or long tail TV set app usage. The BARB establishment survey Q3 Q3 Q3 Q3 Q3 Q3 Q3 estimates that 61% of Individuals 2014 2015 2016 2017 2018 2019 2020 have access to Netflix, an increase Jamie: Keep Cooking All individuals 35–64 16–34s 65+ Breaking down ‘unmatched’ TV set viewing time and Carry On, Channel 4 of 11 percentage points year-on-year and putting them ahead of Amazon Source: BARB Establishment survey TV set viewing time per day Prime Video who stand at 40% (up 10% (All individuals) from 27% in 2019). How the subscription VOD market breaks down Unmatched Viewing 11% 1% The impact of Disney+ Broadcaster TV Unknown 7% Disney+, which launched at the end 12% 14% YouTube 6% of March 2020 as the UK went into Other VOD lockdown, was available to 16% of Other SVOD people in the UK as at Q3 2020, 15% 13% 16-34s 3hrs 29% Amazon Prime Video which is pretty impressive from Individuals 19mins 1hr7min a standing start. 36 mins 57 mins Netflix IPA Touchpoints data doesn’t provide 73% 73% Broadcaster TV (+28 days) the detail needed to break Disney+ 13% DVDs down, but with ‘other’ SVOD viewing Gaming growing from 2% of all SVOD time pre- 7% lockdown to 12% post-lockdown, we’d estimate that Disney+ likely accounts 16% for the majority of that increase. Netflix Amazon Prime Video Other Source: 2020, BARB / IPA Touchpoints 2020 (lockdown) (BARB TV homes universe) Source: IPA Touchpoints 2020

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 11 WHAT DID THE INDUSTRY WATCH IN 2020? THINKBOX A YEAR IN TV What did the industry watch in 2020?

MIHIR HARIA- SHAH NICK ASHLEY MICHELLE SARPONG VICKI MAGUIRE HEAD OF BROADCAST, HEAD OF MEDIA AND TRADING DIRECTOR, CHIEF CREATIVE OFFICER, ANYTHING IS POSSIBLE CAMPAIGN PLANNING, TESCO THE7STARS HAVAS LONDON

What was your TV What was your TV moment of the year? What was your TV What was your TV moment of the year? moment of the year? Watching Leeds United return to the Premier moment of the year? For me it was ITV and Uncommon stopping Diversity’s performance League on Sky Sports, and specifically the Arsenal winning the FA Cup Final. prime-time viewing and encouraging us to on Britain’s Got Talent. players encouraging maverick manager talk to each other. God I wish I’d done that! Marcelo Bielsa to lift the trophy. Describe your 2020 Describe your 2020 viewing in 3 words? The Masked Singer Describe your 2020 viewing in 3 words? Describe your 2020 viewing in 3 words? Frequent, nostalgic & fluid. US, ITV viewing in 3 words? “(Are) you still watching?” Frequent, varied, comforting. Bridgerton, Netflix Best box set catch up? Vera, ITV Eclectic. Retro. Inspiring. Best box set catch up? Best box set catch up? I May Destroy You. It's A Sin, Channel 4 Best box set catch up? The Last Dance on Netflix. Succession. A series about a media A real oldie. I have done EVERY episode empire – what more could I wish for? What was your lockdown What was your lockdown guilty pleasure? of ‘80s iconic cop show Hill Street Blues. guilty pleasure? What was your lockdown The Masked Singer US. It was groundbreaking back then and has First Dates (old and new). guilty pleasure? stood the test of time. Which two TV characters I’m A Celebrity...Get Me Out Of Here! I What was your lockdown would you invite over for watched every single minute, and not just guilty pleasure? dinner? because of the contextual partnership that Weirdly I took solace in shows I’d watched Romesh Ranganathan and we ran with the show. time and time again, it was as if I need to Jamie Redknapp – their Which two TV characters would know the ending. When ITV started to run banter on A League Of you invite over for dinner? old Corrie I was in my element. Their Own is unmatched. Ant and Dec. Hysterical, and just what Which two TV characters would What TV can’t we needed at several times throughout you invite over for dinner? you wait for in 2021? lockdown. Which two TV characters Vera and Marge Simpson. Hopefully another series What TV can’t you wait for in 2021? would you invite over for Those girls know how to party. dinner? of SAS: Who Dares Wins Beyond what hopefully will be an excellent What TV can’t you wait for in 2021? on Channel 4. summer of sport, My Name is Lizzie Simon Basset (Duke of Hastings) from Bridgerton and James St It’s A Sin on Channel 4. I partied in the (Channel 4), Landscapers () ‘80s. This series will stay with you long Britain’s Got Talent, ITV and (hopefully) Murder on Middle Beach Patrick (Ghost) from Power. For more great 2020 TV, read A League of Their Own, Sky One after you’ve watched it. The Last Dance, Netflix Season 2 (HBO/Sky Crime), an amazing What TV can’t the '20 from 2020' here for First Dates, Channel 4 cult documentary created by a son looking you wait for in 2021? shows you may have missed to solve his own mother’s murder. The Euros and Olympics.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 12 WHAT DID THE INDUSTRY WATCH IN 2020? THINKBOX A YEAR IN TV

RICH WATERWORTH JOANNA JUBER JACK SWAYNE GENERAL MANAGER, HEAD OF BRAND, MACMILLAN EMEA CEO, M/SIX UK & EUROPE, TIKTOK CANCER SUPPORT

What was your TV What was your TV moment of the year? What was your TV I’m A Celebrity… Get Me moment of the year? The way ITV had to totally rethink I’m A Out Of Here!, ITV moment of the year? It was much longer than a moment. Celebrity... Get Me Out of Here! was just The Simpsons, Sky One The first episode of I Hate Waiting a week for each new The incredible, moving the whole production I Hate Suzie, Sky Atlantic Suzie. How life can change in a The Undoing, Sky Atlantic Succession, Sky Atlantic Undoing episode felt very novel Below Deck, E4 to Wales and working tirelessly to make sure heartbeat depicted in glorious and not being able to binge the Insecure, Sky Comedy it was safe for all those involved. And it was chaos and a Cruella de Vil coat. whole thing. Paralympic Games, just as entertaining as it always is, essential Channel 4 Describe your 2020 Describe your 2020 2020 UEFA European viewing. viewing in 3 words? Football Championship, viewing in 3 words? ITV Describe your 2020 viewing in 3 words? Lots of it. Lockdown life-saver. Disrupted, varied, essential. Best box set catch up? Best box set catch up? Best box set catch up? Tough to pick just one. Insecure on Sky Comedy. Only I’ve been inspired to go back to The Office by Predictably, I have to say The discovered this last year, and one of my favourite creators on TikTok called Wire which I re-watched in full. massively enjoyed all four seasons. Cole Anderson-James (@coleandersonj) who It never tires. What was your lockdown produces incredible lip syncs of scenes from What was your lockdown guilty pleasure? the show. guilty pleasure? Just a little late to the party, but a What was your lockdown guilty pleasure? Watching old Disney movies very good friend introduced me to Dipping back into comedy classics from with my kids and eating Rice Below Deck. I hate/love him for it. Cheers to The Simpsons – the TV Krispie cakes. Which two TV characters would equivalent of a warm bath – was Which two TV characters you invite over for dinner? what I needed in lockdown. would you invite over David Brent and Michael Scott Which two TV characters would for dinner? from both versions of The Office you invite over for dinner? Roman Roy from Succession would be one of the more They’re not characters, but I’m a huge fan and Marsha from Spaced. It entertaining dinners. of Ant and Dec who always look like they’re would be like Come Dine with What TV can’t enjoying what they do on TV. Me meets Caligula. you wait for in 2021? What TV can’t you wait for in 2021? What TV can’t More live sports. The Euros, Getting back hopefully to live audiences you wait for in 2021? Wimbledon, Olympics. Fingers at entertainment and sport – we’ve realised , or apparently crossed they all happen. Fingers how much colour and excitement these this time, Tinseltown. We all crossed we can watch some of events bring to our lives and how they need a bit of in them in a pub. really add to the TV viewing experience. our lives right now.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 13 HOW BIG ARE NETFLIX SHOWS? THINKBOX A YEAR IN TV

Household views Top 20 most-viewed TV programmes Digital-i collects its Netflix data passively from a sample of per episode in the UK 2020 How big are 2,000 households. We then compare it with BARB data by HH views per Rank Viewing Source Programme looking at household ‘views’ or ‘streams’ for individual shows episode (000s) (see table bottom left). 1 Channel 4 The Great British BakeOff 10,044 2 BBC Strictly Come Dancing 9,525 When we compare total household views, we see a similar Netflix shows? 3 ITV Des 9,031 picture to the previous year: a top 20 dominated by 4 ITV Britain’sGot Talent 8,834 broadcasters’ soaps, daytime shows and long-running US Ant and Dec’s Saturday 5 ITV 8,720 sitcoms. This isn’t a surprise because this sort of comparison Night Takeaway In our last ‘A Year in TV’, we featured a unique analysis from tech firm Digital-i. I’m A Celebrity... Get Me favours shows with lots of episodes and high frequency. 6 ITV 8,604 It compared, for the first time, topline views of broadcaster TV shows with Out of Here! Just as in 2019, licensing broadcaster content remained 7 ITV The Masked Singer 8,440 shows available on Netflix. The sizes of Netflix’s audiences are shrouded important to Netflix with Friends still its top show based on 8 ITV Quiz 8,394 total views and its only show in the top 10. Another Netflix 9 ITV White House Farm 8,249 in mystery, so shedding light on them proved very interesting. catalogue favourite, The Big Bang Theory, came in at number 10 ITV Van der Valk 7,992 15 (five spots below Channel 4’s broadcast of the same show). 11 BBC The Salisbury Poisonings 7,953 12 BBC Call the Midwife 7,515 Top 20 most-viewed TV programmes in the UK 2020 13 Netflix TheStranger 7,177 Netflix at a glance Rank Viewing Source Programme HH Views (m) Views per episode 14 BBC Countryfile 7,086 Michael McIntyre’s The 1 ITV Coronation Street 1,299 15 BBC 7,072 — 60% of Netflix’s UK viewing in 2020 (films and 2 ITV Emmerdale 1,223 As with 2019, we also compared the number of views per Wheel TV shows)was licensed programming, 40% 3 ITV The Chase 1,105 episode (not including one-off shows such as prime minister’s 16 ITV Dancing on Ice 7,067 original or exclusive. 4 ITV Tipping Point 924 statements, VE day celebrations, and sporting events). 17 BBC TheNest 7,041 Tiger King: Murder, 5 BBC Bargain Hunt 872 This avoids the number-of-episode bias. 18 Netflix 6,971 Mayhemand Madness — US content makes up the majority of TV show 6 BBC Pointless 767 19 BBC The PaleHorse 6,925 viewing, just over 60%. UK content is just under 7 ITV This Morning 763 Once again, the general mix is very similar when we look 20 BBC Silent Witness 6,834 20% of Netflix viewing in the UK. 8 BBC EastEnders 667 at the data this way – mostly popular broadcaster 9 Netflix Friends 634 Source for TV = BARB, one minute household reach; includes viewing to repeats entertainment shows and drama series (see table top right). broadcast within 28 days of first transmission; excludes device viewing. Netflix = — Of the British content available on Netflix, 64% is 10 Channel 4 The Big Bang Theory 620 licensed from the UK broadcasters, the remaining Digital-i SoDA, viewing within 28 days of series release. NB: Excludes ‘one-off’ 11 BBC Homes Under the Hammer 600 In 2019 the top 20 based on episode views was exclusively programming, e.g. prime minister’s statements, VE day celebrations, and sporting 36% are originals or exclusive. 12 Channel 4 / Sky The Simpsons 596 broadcaster shows. But, in 2020, two Netflix shows have events, etc. — Just four shows make up 10% of all Netflix 13 BBC Escape to the Country 567 made it into the top 20: The Stranger (a drama) and 14 Channel 4 Four in a Bed 543 streams (Friends, The Big Bang Theory, Tiger King (a docuseries). Top 10 most-viewed Netflix TV programmes 15 Netflix The Big Bang Theory 518 per episode in the UK 2020 Brooklyn Nine-Nine, Modern Family). 16 BBC Antiques Road Trip 501 HH views per 17 ITV Midsomer Murders 455 What about Amazon Prime Video? Rank Programme 18 Channel 4 Come Dine with Me 449 episode (000s) As 2020 was a year of growth for all types of TV, we wanted 19 ITV Lorraine 444 Digital-i does capture Amazon Prime Video viewing on 1 The Stranger 7,177 to look at whether things had changed. Does Netflix still rely 20 BBC Flog It! 422 their panel, but they don’t have a full year of consistent 2 Tiger King: Murder, Mayhem and Madness 6,971 heavily on licensed broadcaster content? Is it still mainly US 21 Netflix Brooklyn Nine-Nine 411 datacollection yet, so we can’t include it in these tables. 3 After Life 6,072 content that people watch? Are Netflix audiences still much 31 Netflix Modern Family 314 What the existing data highlights though, is that, unlike 4 The Crown 6,108 smaller than the broadcasters’? 42 Netflix Schitt’s Creek 249 5 Sex Education 5,184 48 Netflix New Girl 218 Netflix, Amazon’s top-performing content is dominated by The short answer to all those is, well, yes. The fundamentals films rather than TV series. Preliminary 2020 data suggests 6 The Umbrella Academy 5,296 65 Netflix The Crown 186 7 The Haunting of Bly Manor 4,803 haven’t changed. But it’s still interesting to see what Netflix’s 96 Netflix Peppa Pig 128 the top-performing TV shows for 2020 on Amazon Prime 8 The Queen’s Gambit 4,519 biggest shows now are and how they compare. The overall 122 Netflix The Umbrella Academy 105 Video were The Office US and Grey’sAnatomy, which have 9 Emily in Paris 4,125 story is that, despite it being a year of mass disruption and 126 Netflix The Fall 100 comparable total HH views to The Umbrella Academy change, our desire for professionally produced and often Source for TV: BARB, one minute household reach. and The Fall (circa 100m views). 10 Jeffrey Epstein: Filthy Rich 4,050 familiar TV is undimmed. Source for Netflix: Digital-i SoDA, total stream ‘starts’ Source: Digital-i SoDA/BARB 2020

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 14 A TASTER OF 2021 SHOWS TO GET EXCITED ABOUT THINKBOX A YEAR IN TV A taster of 2021 shows to get excited about Spring Summer Autumn Winter

The Masked Dancer ITV Love Island ITV Taskmaster Channel 4 Stath Lets Flats Channel 4

Britannia Sky Atlantic Summer Paralympics 2021 Channel 4 The Great British Bake Off Channel 4 Traces Alibi

Meet The Richardsons Dave Lions Tour 2021 Sky Sports Manhunt II: The Night Stalker ITV I’m A Celebrity... Get Me Out Of Here! ITV Intergalactic Sky One 2020 UEFA European Football My Name Is Lizzie Channel 4 Championship ITV Sharks with Steve Backshall Moneyball ITV Angela Black ITV Sky Nature Big Zuu’s Big Eats Dave Frank of Ireland Channel 4 All Creatures Great and Small Celebrity Gogglebox Channel 4 Channel 5 Viewpoint ITV Premier League 21/22 Sky Sports Wheeler Dealers: Dream Car Murder, They Hope Gold Discovery

Too Close ITV Gogglebox Channel 4

Intergalactic, Sky One Angela Black, ITV Love Island, ITV Stath Lets Flats, Channel 4 Lions Tour 2021, Sky Sports Traces, Alibi Too Close, ITV All Creatures Great and Small, Channel 5 Taskmaster, Channel 4 Manhunt II: The Night Stalker, ITV

Celebrity Gogglebox, Channel 4 Meet The Richardsons, Dave

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 15 The video advertising landscape 17

Video reach planning 19

Weathering the storm 23

The Thinkboxes 2020 25 Advertising in 2020 Ant and ITV Dec’s Night Takeaway, Saturday

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 16 THE VIDEO ADVERTISING LANDSCAPE THINKBOX A YEAR IN TV

This is because YouTube doesn’t put advertising across Breaking down how we watch a vast amount of its inventory and the majority of viewing The video to YouTube is to its very long tail of content. Also, many broadcaster TV advertising ads on YouTube are skippable and some users have installed ad blockers for .com viewing of YouTube. 17.6 mins 9.7 mins TV, on the other hand, has a scale and breadth of high- quality content that means it has the capacity to cater 4% advertising landscape 7% 12% for thousands of advertisers simultaneously; most TV ads are unskippable; and TV ads are unblockable. 11% Understanding video viewing is essential. But what really matters to people TikTok emerges – and a word of caution Individuals 16-34s in advertising is where ads get seen. The first job of any medium is to help In 2020 TikTok came from nowhere to account for an 77% estimated 1.4% of all video advertising viewing – no mean advertisers get their message across which, in the video world, is ideally feat if you consider Facebook’s share of video advertising 89% in full and with sound. Here we see how things looked in 2020. viewing is too small to unpick from ‘other online video’. But a word of caution on this estimate. We don’t have an official data source for how much time is spent watching video advertising relative to content on TikTok. Live TV Playback TV Broadcaster VOD For YouTube, we use comScore data to tell us the Broadcaster TV accounts for relationship between the volume of ads and the volume Source: 2020 – BARB/Broadcaster stream data Summary: of content. But this kind of data isn’t available for TikTok. 91% of our video advertising day… So to work round this we’ve assumed that the relationship ‒ Broadcaster TV advertising accounted for between time viewing content and viewing advertising on Average video time per day Increased viewing of live TV has 91% of all video advertising (77% for 16-34s) TikTok is the same as YouTube (2% of all time watching All Individuals: YouTube is spent watching advertising). driven an uplift in AV ad viewing ‒ YouTube accounted for 5.6% of video advertising 19 mins All individuals However, as TikTok’s ad model is different from YouTube ‒ From nothing, TikTok took 1.4% of video advertising 16-34s: 1.4% (its ads can be skipped immediately rather than after 25.0 12.5 mins 5.6% 0.1% 1.8% 5 seconds), its 1.4% share of video advertising time ‒ BVOD advertising increased by 22% and is vital 16-34s is likely to be on the generous side. Also, as a relatively for reaching lighter viewers Broadcaster TV new platform whose content is largely user-generated, 20.0 5.2% ensuring brand safety and brand appropriateness will Other 15.5% be a priority for any advertisers considering it. TV accounted for 91% of all video advertising… online video 15.0 This is a slight decrease from 2019 when it was 94%, but broadcaster TV remains by far the main way of getting video TikTok 2.0% BVOD is a key part of total TV advertising advertising seen, including for 16-34s for whom it makes Cinema 0.2% By breaking the broadcaster AV advertising time down 10.0 up 77% of the video advertising they see. by type, we can see that whilst live TV is the primary YouTube means of getting ads seen, both playback, where ads individuals) (all are watched back at normal speed within recorded Why is YouTube so small? 5.0 content, and BVOD YouTube is the dominant online video platform in terms of ad 77.0% make up a significant chunk of ad viewing time – time, accounting for 5.6% of all video ad viewing (64% of all online Mins of AV ad views per person per day video). Amongst 16-34s this grows to 15.5% of all video advertising especially amongst younger audiences. N.B. advertisers 0.0 only pay for ads watched in playback at normal speed. (68% of all online video). 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 91.1% As we’ll cover later, whilst the proportion of video But, yes, YouTube’s share of total video ad viewing can seem advertising time within BVOD is relatively small Live TV Broadcaster VOD Other online video TikTok at odds with its share of video viewing. YouTube is undoubtedly compared with linear TV, BVOD audiences are made Playback TV Cinema YouTube a big player in the video viewing world, but this doesn’t carry Source: 2020, BARB/comScore/Broadcaster stream up of lighter linear viewers. So BVOD now plays a crucial over to the viewing of advertising on YouTube. data/IPA Touchpoints 2020/Rentrak role in driving cost-effective reach. Source: 2010–2020, BARB/Broadcaster stream data/IPA Touchpoints 2020

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 17 THE VIDEO ADVERTISING LANDSCAPE THINKBOX A YEAR IN TV

Live TV viewing gave video AV advertising for 16-34s grew in 2020 Use BVOD to reach Lightest half of linear TV viewers watch majority of BVOD advertising a bounce lighter linear viewers Mins of AV ads viewed per person per day (16-34s) The increase in video viewing in 2020 caused 20.0 Using IPA Touchpoints data we 100 an uplift in time watching video advertising. Live can break down linear TV viewers TV, which converts content viewing to advertising 18.0 into two groups – the lightest half 90 16.0 and the heaviest half. 35% viewing so effectively, is the biggest influence on 80 total video ad viewing time. The average person 14.0 Using this data it’s clear to see watched an additional 0.7 minutes a day – a 5% where you can add reach, with 70 increase year-on-year. BVOD advertising 12.0 65% of BVOD viewing generated 60 83% increased by 22% taking the total time spent 10.0 by the lightest half of linear viewers. viewing TV advertising to 17.6 minutes. 50 8.0 This means that the odds of reaching the lightest 50% of linear 6.0 40 16-34s’ video ad decline paused – or halted? TV viewers through BVOD are 6.5 / 65% 4.0 10 – nearly four times more likely 30 Amongst younger audiences, video advertising as than in linear TV. a whole has been gradually declining during the last 2.0 Proportion ofviewing TV % 20 five years in line with declining viewing to live TV. 0.0 10 17% This trend was ended by the impact of Covid, with 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 total video advertising among 16-34s growing for 0 Linear TV Viewing BVOD Viewing the first time in four years. Live TV Broadcaster VOD Other online video TikTok 2020 ICC Women’s Playback TV Cinema YouTube T20 World Cup, Sky Sports Lightest 50% linear viewers* Heaviest 50% linear viewers 68% of adults watch 50+ linear TV ads a week Source: 2010–2020, BARB/Broadcaster stream data/IPA Touchpoints 2020 Source: IPA Touchpoints 2020 (lockdown), adults 15+. *‘Lightest 50% linear viewers’ includes non-linear viewers. Using a sample of two weeks in May, we can get a richer understanding of the nature of TV advertising 68% of adults watch over 50 linear ads a week on linear TV. Average numbers of time spent viewing video advertising across the population as a whole Proportion of population % are useful, but viewing behaviour isn’t consistent 100 from person to person. So we get a better 90 11.5m 10.5m 12.6m understanding of TV’s ability to drive reach 80 68% of 7.1m adults can by breaking viewers down in terms of the 8.2m 6.3m 70 easily be number of ads they watch in a week. reached 60 5.1m 4.7m In 2015, 80% of the UK would watch over 50 linear 6.1m through TV ads a week making them relatively easy to 50 7.5m 6.5m linear TV 40 8.6m reach. By 2020 this number was 68%. That’s still the 5.5m 4.8m majority of the population, but the drop highlights the 30 5.1m 8.5m 8.0m need to look elsewhere to reach a higher percentage 20 of the population. 6.2m 10 6.9m 8.3m It is worth noting that a further 16% (8 million) can 4.0m 0 be reached through linear TV but, as they watch 2015 2019 2020 under 50 ads a week, the odds of reaching them No. of linear TV ads viewed per week are lower. It requires clever programme selection 501+ 201–300 51–100 None to get into the shows that harder-to-reach audiences 301–500 101–200 1–50 tend to watch. Source: BARB, Adults. Ads viewed at normal speed. Weeks 19 & 20 for each year (early May).

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 18 VIDEO REACH PLANNING THINKBOX A YEAR IN TV

Video reach planning No time for the detail? Here are the headline take outs: ‒ Advertisers should care more about maximising reach for a given budget than the campaign average CPT Nominally, this bit is ‘Video reach planning’. But it could equally be called ‒ Direct Line Group’s latest research shows that Facebook can’t add cost-effective incremental reach to linear TV ‘Get ready for a lot of detail, but we promise it’ll be worth it’. With AV widely ‒ Lumen analysis reveals that TV and YouTube deliver the lowest cost per second of attention Research by Karen Nelson-Field shows that TV and BVOD deliver double the short-term sales impact of YouTube acknowledged as the most powerful means of cementing your message ‒ ‒ TV delivers the greatest signals of brand strength and quality, according to research from house51 in the minds of your target market, building maximum cost-effective reach ‒ We need to avoid commoditising video and plan based on effectiveness; the Demand Generator for a given budget is top of most media planners’ lists. But it’s a complicated is a great starting point process. Here we explore the challenge. In detail. Lashings of detail. Reach should be the goal The complexities of reach planning Ehrenberg Bass won the argument. No, not a fancy fish, for different audiences an esteemed marketing science unit in Australia and Making the case for optimal reach planning for Total TV builds cost-effective reach home to Byron Sharp. Their work has put to bed the an audience like 16-34s across all forms of TV is concept that you can tightly target your way to long-term relatively straightforward. growth. Reach is now widely accepted as a fundamental Linear TV is slightly more expensive than BVOD for this 16-34 cover guide driver of growth – reach should be the goal. 80 audience, but linear continues to have the majority of That’s not to say there isn’t a time and a place for the scale in terms of total ad views (88%, as seen on p.17), 70 intelligent use of data to achieve tactical objectives however so combining both forms of TV together to achieve – and there’s still a debate over market segmentations vs. maximum effect is a logical solution. needing to target every potential buyer in your category. 60 Reach planning for, say, ABC1 adults is much less straightforward. Here, the average cost of a thousand ABC1 adults seeing a 30-second TV spot is about half as 34) 50 Total TV builds cost-effective reach - much on linear TV as it is on BVOD. Linear TV also accounts As TV viewing has spread across linear and on for the vast majority of ABC1 adults’ TV viewing. So why 40 demand, TV’s ability to deliver high volumes of cost- would an advertiser want to buy BVOD at double the price effective reach has changed and BVOD has become to reach ABC1s? 30 even more important on the plan (see p.17).

1+ % Reach (16 To answer this, we must return to our original goal: reach. The latest data from BARB’s new total TV planning We should care more about driving the highest level of 20 tool clearly shows how planning linear and BVOD reach at the lowest total cost than trying to achieve the together delivers much higher levels of reach at lower lowest possible cost per thousand. 10 AV budgets – especially for younger audiences. And the broadcasters are hard at work on the CFlight 0 measurement initiative. This will combine BVOD log £0 £200k £400k £600k £800k £1m £1.2m £1.4m £1.6m £1.8m £2m data and BARB linear data to provide advertisers with Spend (constant prices) 100% Linear TV (2020) the total reach of their campaigns across all forms of TV. Linear TV 60% / BVOD 40% (2020) Source: BARB BVOD Planner (6 weeks 31st Aug to 11th Oct 2020)/natural delivery average linear CPTs for 2019 (2019 used rather than 2020 to avoid artificially deflated 2020 prices caused by the pandemic)

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 19 VIDEO REACH PLANNING THINKBOX A YEAR IN TV

The optimal TV mix depends on budget and reach goal The optimal mix for a brand will depend on its budget and reach goal. Direct Line Group Smaller budgets with lower reach targets might well be better purely The chart below shows a useful metric to visualise the reach using linear. But the case is clear for larger budgets with higher reach planning challenge; cost per incremental reach point. This is BVOD and YouTube are key to incremental reach goals to plan using a blend of linear and BVOD. the budget required to get an ad seen by an extra 1% of a target Direct Line Group (DLG) operate a best-in-class approach cover through linear TV. Audience Project used their audience audience – in this case, ABC1 adults. You can plan & measure TV and BVOD together; to marketing data science. They wanted to determine the panel to model the incremental reach to linear TV delivered by As you can see, this cost changes as various levels of reach are online video is trickier optimal media solution for driving cost-effective reach. AV campaigns running on Facebook, Twitter, YouTube and BVOD. achieved. The chart compares the cost of delivering an additional But TV does not have a total monopoly on reach and marketers Through previous analysis (read their brilliant IPA paper ‘They The chart below shows the cost of driving an extra 1% of incremental 1% reach between a campaign bought solely across linear TV understandably also want to combine TV with other video went short. We went long’), DLG had built the business case for reach once a linear TV campaign has reached 70% of all adults, and one where the budget is split 80% linear/ 20% BVOD. platforms to grow reach even further. brand-led AV advertising. They had the evidence to show that indexed against the cost of using linear TV alone (i.e. an index of 200 At low levels of reach, a linear TV-only campaign is cheaper. And the video platforms will be knocking on their doors, selling their investment in TV advertising would drive better returns in the would be twice as expensive as using linear TV alone, and an index Once you’ve reached 10% of ABC1 adults, the cost to get to platforms, using their own proprietary tools to justify the share of long term than investing more money into activation channels. of 50 would be half the cost). 11% with a linear-only campaign is £5.7k, whereas a blended budget they feel is rightfully theirs. This is where it gets tricky. But, with TV viewing spreading across linear and on demand, In terms of incremental reach, Facebook, YouTube and BVOD all linear/BVOD campaign would be £6.9k. Linear TV and BVOD are essentially the same thing. Same ad and the cost of driving high levels of reach through linear TV offered a more cost-effective solution than continuing with linear TV. A linear-only campaign continues to be cheaper at driving format, same content environment, same regulation. The majority alone increasing, the business challenge was how DLG could However, when factors for visual attention and viewability were taken incremental reach until you hit the 30% reach mark. Then the of viewing is delivered on the big screen, the sound is on and the ads continue to drive high levels of cost-effective reach. into consideration, the cost of Facebook and Twitter skyrocketed so trend reverses and having a linear/ BVOD blended campaign are not skippable and so play through all the way from start to finish Crucially this had to be reach that would continue to deliver the cost effectiveness plummeted. YouTube and BVOD were the only becomes more and more cost-effective at driving reach. To get (and ads that are fast-forwarded are not charged for). The happy on the long-term goals the business had already proven worked; viable solutions for building incremental reach at a lower cost than from 70% to 71% reach for ABC1 adults would cost £89.7k with a consequence is that you can plan them together, apples with apples. reach via ads that drive an emotive connection between a simply spending more budget on linear TV once 70% reach had been linear-only campaign, but £66.9k for a blended campaign – a achieved. Although, DLG note that all BVOD was delivered on the The same does not apply to the various forms of online video. consumer and a brand. This meant factoring for video starts and saving of £23k. partial views to account for their ability to tell a story and deliver TV screen, versus YouTube which was predominantly delivered on They are a galaxy of very different things. devices and therefore less likely to deliver the required impact that This is because, as we saw on p.18, lighter linear viewers are much against these longer-term goals. big screen advertising is proven to deliver. easier to reach in BVOD than they are on linear TV alone. So, what can we do? Thankfully, to help us navigate the reach planning minefield, there have been several recent studies that have DLG designed an experiment with research company Audience All in all, the cost of reaching 70% of ABC1 adults using a linear TV started to dig into the detail of the reach challenge. Let’s have a look Project to explore the most cost-effective means of driving alone is £1.6m. The cost for a blended BVOD campaign is £1.4m. at them… incremental reach once a campaign had hit 70% of all adults Cost per incremental reach point (ABC1 adults) Direct Line Group Cost per incremental reach point analysis 100 Adults (Cost index for £89.7 After 70% reach to adults on linear TV SAM TAYLOR 90 additional point of reach) HEAD OF GROUP COMMERCIAL/ 80 2000 PERFORMANCE MARKETING, DLG 70 £66.9 1429 60 £51.2 50 1000 A key area of focus for effective incremental reach is £37.8 viewability, attention and completion, because, after all, 40 not all impacts are equal. We also need to remember that £27.6 30 £23.9 this is only one piece of the measurement puzzle. £18.9 500 £16.2 20 £12.4 £11.9 437 We need to understand the channels from all areas and let £8.3 £9.1 £5.7 £6.9 our investment decisions be guided by econometrics and 10 £3.6 £4.9 Index to TV @ 70% Reach 188 84 46 68 64 68 brand metrics too if we want these learnings to drive positive 100

Cost for the the Cost for next incremental of 1% reach (£k) 0 1% 10% 20% 30% 40% 50% 60% 70% changes to our business outcomes. Attention & Viewable cost Reach level achieved Cost per Inc. Cover Point per inc reach point Source: BARB BVOD planner, 2019 average linear CPT (2019 used rather than 2020 to avoid artificially deflated 2020 prices caused by the pandemic), BVOD priced at £30CPM Linear TV only Linear 80% / BVOD 20% Source: Audience Project Facebook Twitter YouTube BVOD

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 20 VIDEO REACH PLANNING THINKBOX A YEAR IN TV

Lumen Cost per ‘000 attentive seconds Karen Nelson-Field Sales uplift indexed by video type Based on attention, TV Facebook video doesn’t £25 STAS Index and YouTube are most £21.88 help sales cost-effective £20 The latest Karen Nelson-Field research study – ‘Not TV 129 — £15 all reach is equal’ – takes a similar angle to Lumen by This issue of attention to advertising is £13.54 examining the role of attention, but she also links this increasingly gaining more, well, attention. to advertising effectiveness via sales uplift. Lumen specialises in using eye tracking £10 BVOD — 138 The measure she uses is called STAS (short-term to assess how much visual attention £5.10 advertising strength) and an index of 100 is equivalent advertising receives across different £5 to the sales you would generate without running any formats. They conducted a comparative £1.92 £2.04 YouTube — 112 £1.05 £1.49 £1.00 £1.73 advertising. As you can see to the left, BVOD drives the analysis to determine the relative cost per Cost per ‘000 attentive seconds £0 highest STAS index of 138, with linear TV close behind " " r b second of attention. 0 0 5 " e 3 1

2 with 129. YouTube delivers an index of 112, Instagram is

/ — 105 " Instagram e w infeed 5 infeed What they discovered is that TV and l just over 100 and Facebook didn’t deliver any i 1 Stories Bumpe Desktop

YouTube are the most cost-effective " measurable impact. 6 Mob channels based on attentive seconds, abl e p The results rank the performance of the channels in p — 100 and Facebook infeed and mobile web/digital i Facebook Facebook Instagram

sk a similar order to that of the Lumen study. But what’s Instagram display are much less cost-effective – - n interesting is that YouTube, which is on a par with TV so backing up the DLG findings. No in terms of cost per second of attention in the Lumen TV YouTube Social Digital Display research, falls behind TV by some way in Karen Nelson- Field’s study. Why? The Great British Bake Off, Channel 4 Source: Lumen, WARC Dec 2020 Source: Karen Nelson-Field, Screenforce DACH ‘Not all reach is equal’ TV grabs attention and denotes quality There are several things that could explain why Signalling power by medium YouTube falls behind TV. It could be that viewers’ attention is fixed on YouTube’s 70% skip button (Channel 4’s ‘Not all VOD is the same’ study showed this). High visual attention to the start of an ad 60% 58 may be less powerful than part visual attention to the 49 49 50 whole ad, where the audio plays a role in joining together 50% 45 42 43 the whole message in our minds. One factor that is also 40 40% 38 37 likely at play here is the signalling power of different 34 media. Our study with house51 (see p.36) uncovered 32 32 32 the differing ability of media channels to communicate 30% 21 22 brand ‘fitness’. This is often known as the ‘As seen on 20 19 TV effect’ – if an advertiser can afford to be on TV and 20%

make their promises so publicly, it must be a credible, agreeing to statements) high-quality product. 10%

house51 found that TV advertising carried the highest / scoring positively (% signals Fitness 0 costly signal of all the media tested, with social and Confidence Final strength Quality online video platforms at the other end of the scale. So, people may give reasonable attention to ads on TV Newspapers Magazines YouTube, but they perhaps don’t perceive the products they see advertised to be great quality. Radio Social Media Video sharing sites Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 21 VIDEO REACH PLANNING THINKBOX A YEAR IN TV

Not all forms of video are equal – Online Retail FMCG so not all reach is equal Even if we reduce different types of video right down to an equivalenced cost per second of attention, they are still not equivalents. There’s much more nuance that needs to be taken account of, such as the way they’re viewed, the screen they’re viewed on, the environment they’re viewed within, and the resulting impact on our cognitive biases. You can find In some ways, it would be so much the Demand easier if all video were commoditised. Generator This would create a handy mechanism for reach planning, and a simple means here of justifying media decisions to the financial and procurement teams. But it wouldn’t lead to more effective media planning. Start with historic effectiveness The best way through all this is to start Finance with historic effectiveness analyses – make decisions and shape media plans based on evidence of what has worked Betty, Sky Comedy and in what combination. This could either be brands’ own effectiveness data or, if that isn’t available, then the Demand Generator tool created by MediaCom, Wavemaker and Gain Theory is freely available. It enables you to plug in the details for your brand and look at the optimal media split for your campaign, including how the video part breaks down by platform. It’s based on £1.4bn of media spend from 50 advertisers, so it’s a robust, evidence-based starting point for you to assess the relative importance of different video channels.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 22 WEATHERING THE STORM THINKBOX A YEAR IN TV

TV proved its worth – socially Online businesses are the biggest investors in TV and commercially £800 Weathering the storm TV undoubtedly benefited from the closure of cinemas and the challenges lockdown posed for outdoor. But TV £600 All forms of advertising were blown off course by the events of 2020. Entire also proved its worth in the pandemic. Both socially, as a source of vital business sectors and some media were shut down. Advertisers understandably entertainment, much-needed £400 deferred or cancelled spend as they grappled with unique new challenges. The escapism, and trusted news; and Millions commercially, as broadcasters were £200 TV broadcasters reacted nimbly – and some advertisers even took advantage nimble-footed to increase their of the situation. Here’s how TV advertising investment fared in 2020... flexibility, allowing deferrals where possible and shortening advanced 0 booking deadlines to four weeks (a Food Retail Online FMCG practice that they’ve committed to Motors Finance Travel & & leisure business transport Telecoms Household continue to do going forward) to allow Household

YoY change in advertising revenue by media type Cosmetics & Need to know: personal care

for more agile bookings. They also Entertainment

offered numerous incentives to equipment & DIY ‒ TV advertising investment Government social

advertisers such as help with creative political organisation recovered as 2020 progressed, 20% production and airtime deals for Source: Nielsen, 2020 ‘Online business’ is a Thinkbox-created category which consists of all online-only finishing the year at £4.35bn 6% 6% brands and online services for bricks and mortar businesses. (Travel ranked 15th largest category) 10% SMEs and charities. Online businesses remain the TV advertising to drive online- Ad spend for online-specific activity grew across most sectors in 2020 ‒ 0% largest spending category specific business is accelerating Ent & Leisure d -10% Online businesses as a broad category (Generic) -24% ‒ 1,243 new-to-TV advertisers remained by far the largest-spending Ent & Leisure

spen +8% (Online) d -20% -12% set of advertisers on TV in 2020. a -15% Finance n i But, as 2020 turbo-charged (Generic) -23% -30% TV got stronger as 2020 unfolded g e Finance -26% ecommerce and most businesses -3% TV revenues fell by around 50% now operate across both online and (Online)

chan -40% -33% -36% Retail in Q2 2020, but recovered to finish bricks and mortar, it’s worth digging (Generic) -30% the year with a 12% annual decline. -50% -44% into this area a bit further, and looking Retail YYo % (Online) +8%

Total TV ad revenue, based on 0 at online-specific advertising activity 2 Computers figures provided by the broadcasters, 0 -60% (as opposed to more generic 2 (Generic) +13% was £4.35bn. advertising activity, that isn’t Computers The adjacent chart shows the ad -70% specifically focused on driving (Online) +70% Motors revenue performance of the different -80% online traffic). -76% (Generic) -28% media. Online search and display were Doing this (see chart right) we Motors +69% the only channels to scrape year-on- -90% see a big difference: generic spend (Online) Travel year growth, both likely fuelled by the TV significantly dropped, whilst online- (Generic) -45% OOH rise in ecommerce and increased Radio specific activity soared (with the Online Travel Search Cinema -67% 2019 2020 Display* focus on short-term activation. National obvious exception of travel). This isn’t a (Online) Magazines Direct mail Direct newsbrand huge surprise because of the climate in £0 £50 £100 £150 £200 £250 £300 £350 £400 2020 with retail outlets closed for much Linear TV spend (£m) Source: TV revenue: Broadcaster revenue data (Inc all forms of TV), All other media: AA/WARC. Each media type is of the year and the shift to ecommerce. Source: Nielsen, 2020 ‘Online business’ is a Thinkbox-created category which consists of all online-only inclusive of online revenue. *Online display includes online forms of TV, Print & Radio brands and online services for bricks and mortar businesses. (Ranked by online specific spend 2020)

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 23 WEATHERING THE STORM THINKBOX A YEAR IN TV

TV spend fluctuated by category variations here with Volvo, MG and Kia all rock-bottom TV prices it was a great time to How TV helped boost Cazoo to £6bn Breaking down patterns of spend to linear taking the opportunity of lowered TV pricing invest in your brand if you could. Many FMCG Cazoo is a British start up, founded just TV by category across the year gives a better to increase their TV spend. Ford on the other advertisers increased their TV investment two years ago, that offers a simple and understanding of the role TV played for hand dropped spend by around £10m. overall compared with 2019. Unilever led the convenient way of buying used cars different types of business in 2020 and how ‒ Entertainment & Leisure is a very diverse way, spending £65m more on linear TV online, taking away the need to travel it changed through the course of the year advertising category, encompassing fast advertising than they did in 2019 (a 130% and haggle at a dealership. (see chart below). food restaurants alongside film distributors increase). This bought them 16 billion more Google Trends data can help us First there were the L-shaped categories, and gambling businesses. So it is difficult ad views in 2020 compared with 2019. understand the impact that linear TV those that were hit badly by circumstances to draw much meaning here. But, as a ‒ With ecommerce booming, Online Retailers had on their business (see chart below). and stayed hit: category, the worst of the impact seemed barely paused, with most months seeing a By looking at the change in volume of people ‒ Travel, after a positive start to the year, to happen in Q2 with normality returning in year-on-year increase in TV spend. using Google to search for ‘Cazoo’ we see clearly saw the danger in March and from the second half of the year. ‒ As a good broadband connection became an incredibly tight correlation with huge there on, despite a slight recovery in late ‒ Finance can just about be included in the an even more vital component of a stress- growth in the week their TV advertising summer, the story was bleak with spend V-shaped group with significant cuts in Q2 free life, Telecoms, after some caution in started. Using a benchmark search term of severely diminished. and a gradual return to normality by the Q2/3, saw some fairly steep increases in ‘used car’ we can see that this clearly isn’t ‒ Retail and Household equipment, despite end of the year. spend year-on-year. a seasonal or ‘lockdown’ effect. This is Food, supermarkets and food brands were coming back to positive year-on-year ‒ There were 1,243 new-to-TV advertising-driven growth in demand. all cautious initially, but returned to usual spend in October, both dropped back advertisers in 2020 Cazoo’s campaign was built around a to year-on-year declines as lockdown spend levels by August, and spent their combination of TV, outdoor, radio, print deferred money in Q4. Many of these were ecommerce business hit again in November. looking to supercharge their growth through and some online (according to Nielsen data, Cazoo invested 50% of the ad budget in TV). Then the V-shaped categories that Finally there were some J-shaped TV. Notable newcomers included TikTok, bounced back. categories – last year was a pandemic, Klarna, Find My Past, Duolingo and Farmdrop. So it would be unfair to claim all the credit not a recession – and some were able to To get a sense of why so many brands came here for TV. But with Cazoo now eyeing a ‒ Motors saw an 80% drop in spend in £6bn public offering, this is a clear example April/May before stabilising in July to seize the growth opportunity at hand: on TV in 2020, it is worth looking at an Our need for everyday essentials example of what TV can do – and online of a highly effective multi-media campaign October and returning to growth, at the end ‒ with TV at its heart. of the year. There were some interesting remained unchecked and with car retailer Cazoo is a great one.

How linear TV ad spend fluctuated across 2020 by category TV advertising drove huge uplifts in search for Cazoo vs the category average

‘Shape’ Category Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Travel & Transport 10% 2% -53% -99% -98% -96% -61% -58% -55% -70% -87% -71% 2500% 180m Retail -13% -3% -25% -76% -76% -27% -18% -11% -34% -6% -33% -21% 160m

L TV exposures Linear Household Equipment & DIY -5% 27% 8% -86% -86% -39% -4% -26% -27% -26% -29% -20% 2000% 140m

Motors -19% -14% 2% -75% -79% -24% -15% -9% -2% -9% 27% 22% 120m 1500% Entertainment & Leisure 8% 2% -6% -39% -51% -31% -3% -17% -9% -15% 5% 3% 100m Food -15% -7% 12% -34% -31% -35% -15% 10% -7% 35% 9% 27% 80m V 1000% Finance 0% 7% 2% -41% -45% -39% -17% -26% -17% -8% -13% 23% 60m 40m Household FMCG -8% 5% 20% -18% -43% 29% 23% 34% 37% 73% 65% 37% 500% Drink -43% 0% -9% -20% -41% -59% -26% 30% 51% 78% 17% 28% 20m 1% -25% -1% -32% -17% -15% -20% 7% 43% -10% 40% 50% J Telecoms Change% in Google search volume* 0 0 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 Online Retail -10% -28% 28% 5% 3% 22% 102% -13% 2% 30% 46% 4% % 20 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2020 2 2 2020 2020 2020 2020 2020 2 2020 2020 2 2020 2020 2020 2020 2 2020 2020 2020 2 2 2 2 2020 2020 2 2020 2 2020 2020 2020 2 2 2 2 2 2 2 2 / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / 1 1 1 3 3 5 5 11 / 11 / 8 8 8 8 6 6 1 1 4 4 4 9 0 0 1 12 12 12 12 01 01 01 01 / 10 / / 10 1 1 Government Social Political -10% -7% 30% 87% 91% 98% 92% 39% -23% 11% 61% 36% / 02 07 / 07 07 07 / / / 02 02 02 03 03 05 05 05 03 0 0 04 0 0 06 06 08 09 09 09 / / 0 / 0 0 0 0 0 0 0 0 0 / / 1 / – / / / / / / / / / / / / 5 / / / / / / / 9 / / / / / / / / / / / / / / 1 1 1 1 1 5 1 0 22 / 13 7 12 3 8 2 08 3 5 19 / 8 9 6 18 9 6 27 0 20 12 17 15 06 26 16 / 19 / 12 05 3 13 2 10 14 2 0 1 04 1 23 22 / 2 26 29 24 02 05 2 07 09 2 02 2 20 0 0 3 06 0 All categories -8% -3% 1% -43% -46% -27% -6% -5% -9% 0% 7% 1% 0

Source: Nielsen Ad Dynamix 2020 spend vs 2019 by month Source: BARB/Google Trends * vs the last 8 weeks of 2019 Search for ‘Cazoo’ Search for ‘Used car’ TV Exposures

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 24 THE THINKBOXES 2020 THINKBOX A YEAR IN TV

And the winners were… March/April ‘Night Workers’, The Thinkboxes 2020 McDonald’s “The flow of Clients Ben Fox, Hannah Pain the cones off Our esteemed Thinkbox Academy of leading creatives Agency Leo Burnett London the truck, the honour the most outstanding TV ads on screen in our Director Sam Brown firemen playing cards, the bump bi-monthly awards, created in partnership with Campaign. Creative Team Chaka Sobhani, Pete in the taxi, the Heyes, Rory Hall, Steph Ellis, Lou Pegg welder’s shadow Production Company Rogue Films and the patient being tucked in It was an undeniably difficult year for creative agencies January/February Shot before the coronavirus crisis, with care. An and their clients. As the world began to change in the this ad movingly portrays how the effortless blend first half of 2020, so did the response from brands. ‘Tuesday’, Department restaurant serves the night-shift of honesty From messaging to practical considerations, a lot had workers who are often unseen and beauty.” for Education by the rest of us. to be stopped, amended or created from new. It really Pete Heyes May/June was a challenge like no other. Former Creative “We wanted ‘This doesn’t need But rise to the challenge they did, and TV advertising Client Department for Education Director, Leo to invert the Burnett London continued to deliver inspiring, engaging and important Agency Havas London telescope and to end’, Cadbury messages to the nation. Clients and creative agencies Director 32 look at the many worked together to produce creative campaigns in an ways a single “We suppose Creative Team Sam Turk, teacher can Client Mie-Leng Wong, Sam the very unique ever-shifting landscape. We take our hats off to the Greenwood, Colin O’Toole winners and nominees... Paul Robbins, Lynsey Atkin impact on the way it was shot, Production Company Pulse Films lives of children Agency VCCP mixed in with in a single day – Director Tom Sweetland people literally Placing a real teacher at the heart looking at things living the feelings of the TV ad added authenticity and from the Creative Team Darren Bailes, in the film, was a intimacy to the work, which is part teacher’s Chris Birch and Jonny Parker perfect storm. of the Department for Education’s perspective Production Company Clouded Vision We managed ‘Every Second Shapes a Life’ campaign. this time.” to be in real ‘This doesn’t need to end’ by VCCP Nicola Keane people’s homes, for Cadbury shows raw examples hearing their real Head of of thoughtfulness for others during Marketing, stories. People lockdown living – and encourages responded very Department us not to let that end. for Education emotionally to this authenticity.” For more TV ad brilliance Darren Bailes and to view all the shortlisted Executive ads from 2020 click here Creative Director, VCCP

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 25 THE THINKBOXES 2020 THINKBOX A YEAR IN TV

July/August November/December ‘That Feeling’, ‘No Naughty List’, AA Tesco

“TV was an Clients Tracy Abraham and Will Client Alessandra Bellini, essential part Harrison Emma Botton, Sarah Parmar of our media mix “There was a lot because of its Agency adam&eveDDB to get through in Agency BBH London power to build a very short brands, story-tell Director The Perlorian Brothers Director Raine Allen-Miller and drive reach, space of time. Creative Team Matt Woolner and Creative Team Daniel Seager, and it was the From choosing most powerful Steve Wioland thickness, colour Steve Hall, Tom Drew way to create a Production Company MJZ and ‘windsweep’ Production Company Somesuch shared moment of fur, to signing through which The commercial features Tukker, a With 74% of the nation saying they people could long-haired dog, who embodies the legal documents wanted to see light-hearted content in connect and response of a nation, denied for many required for this year’s festive ad offering, the that would also months, the freedom of a car journey. shooting during September/October humorous Tesco advert shows people help lift spirits.” Celebrating the feeling of getting back a pandemic.” ‘Ironing’, from across Britain worrying about the Sarah Parmar on the road, the spot aims to remind Will Harrison things that might put them on the Head of Campaigns and Consumer PR, people that the AA is there by their Head of Brand Amazon Alexa naughty list this Christmas – from bad Tesco side as they return to the driver’s seat. Marketing, AA video call etiquette to buying too much “There’s a rich loo roll. Client Simon Morris intrigue in the Agency Droga5 London opening scene. Director Andreas Nilsson It makes the viewer think this Creative Team David Kolbusz, Shelley is a bona fide “What we loved Smoler, Jonathan Thake, Ethan Bennett feature movie about ‘No Naughty Biscuit or perhaps a List’ was the Production Company simplicity of Filmworks new premium the idea. People TV series, and Two contrasting worlds – the everyday immediately got it, then we flip to and the epic – collide in this spot in which meant once the living room the main idea was which a pair of elvish warriors are reveal. It’s locked, everyone seemingly repeatedly commanded engaging for the got excited about to re-enact a death scene by a chap how we could viewer and not a doing his ironing. push and develop straight hard see it further.” out of the gate.” Dan Seager Simon Morris Associate Creative Global Chief Director and Art Director, BBH Creative Officer, London Amazon

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 26 Advanced TV advertising at work 28

TV Masters 30

TV’s transformation We Hunt Together, Alibi

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 27 ADVANCED TV ADVERTISING AT WORK THINKBOX A YEAR IN TV Advanced TV advertising at work TV now has it all, and so can its advertisers.

Advanced TV advertising is the umbrella Barclays: term for the multitude of technological Using advanced TV to and data-driven business solutions now reach lighter viewers available thanks to the broadcasters’ video on demand services and, specifically, to AdSmart from Sky. In 2019, the financial marketplace was Barclays became the pioneering test evolving and becoming increasingly partner for AdSmart’s custom-built light These new capabilities are making cluttered and so OMD needed their AV TV viewers segment running alongside TV more flexible and more available strategy for Barclays to work harder than linear TV to build incremental reach to businesses of all sizes. Here we’ll ever. They conducted analysis that showed against this hard-to-reach audience. look at four of the main opportunities that brand consideration is an important for advertisers – and four examples driver of sales and that weekly reach With access to Sky’s panel data, OMD of brands making clever use of them. showed direct correlation with built a bespoke tool to analyse potential consideration. Weekly delivery is critical programmes, channels, and times where for keeping Barclays top of mind in a they could reach light TV viewers. By using Extending your reach low-interest category. AdSmart in this way, they saw on average between 7% and 11% incremental reach for The challenge for Barclays was how ABC1 adults and were able to maintain With TV viewing re-distributing across to maximise reach against their target Barclays in-week share of voice without linear TV and on demand, advertisers now audience of ABC1 adults. They decided having to increase their TVR weight on need to make sure that they’re utilising the to target lighter TV viewers in order to linear. whole of TV in order to attain the highest unlock unique cover for Barclays and possible levels of cost-effective reach. bolster their AV strategy and so they As a result of this campaign, Barclays partnered with Sky Media and AdSmart. also saw an increase in spontaneous consideration within their category, To get up to speed with the incredible things happening Sky has a wealth of set top data a great example of how data can be right now in TV advertising. Download 'Advanced TV' regarding viewing habits, which includes used to make the most of any activity. a robust pool of the lightest TV viewers. Barclays

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 28 ADVANCED TV ADVERTISING AT WORK THINKBOX A YEAR IN TV

Geo-targeting The challenge was to shift units both And they can combine detailed viewer Customer data matching instore and online to a level that would data alongside their first-party data to create encourage Boots to reorder and also custom ‘lookalike ’audiences based on This works for businesses of all sizes Data matching is a rapidly developing and build awareness of the new positioning viewer interests, be it gaming, fitness, and has made TV more attractive to more hugely exciting area, and all the broadcasters brands – many of whom would never have of the brand, all with a total budget of DIY or pretty much anything else you can offer a means for advertisers to combine their considered TV before. less than £400,000. think of. And, by combining broadcasters’ For example, smaller businesses with Pintarget analysed data that showed first-party data with high-quality third-party own customer data sets with the broadcasters’ highly specific geographical footprints, or that potential SodaStream users’ media data – through companies like Experian or own first-party data. larger businesses that want to upweight of choice was a mix of TV and online. Mastercard – brands can create tightly From targeting existing customers with campaigns in areas where they have a high Their solution was to create 80 hyper-local defined audiences, with confidence that the specific promotions, to upweighting activity number of stores. TV campaigns to target high-opportunity data they’re using will accurately target the at the time a customer is coming to the point Advertisers can also run offers in certain audiences close to specific stores using intended audience. of a renewal, or targeting different customers AdSmart from Sky technology. areas but not others or use different with different creative based on what you creative based on the viewer’s location. The use of TV gave the brand stature, Hilton Hotels: Using custom-built delivering a national-weight branding believe is most likely to trigger a response – audience to reach only the best there are a host of opportunities on offer. Just Eat: Matching their own SodaStream: Using geo-targeting campaign but only in areas where there was distribution of the product. prospects data with Channel 4’s viewing data for precision targeting The objective was to communicate only Just Eat Hotel chain Hilton wanted to raise awareness Hilton Hotels to people who had the opportunity and Just Eat wanted to improve consideration and to increase SodaStream is an iconic brand with very intent to buy the product from Boots, and of their direct booking proposition. OMD’s purchase of takeaways. UM decided that a good way to modern technology which substantially Pintarget’s modelling work suggested this aim was to educate audiences that booking reduces single-use plastic bottles and was potentially 650,000 homes out of a directly on the Hilton website as opposed to do this would be to target Just Eat’s lapsed customers. offers a cheap source of sparkling water. national population of 27 million homes. using other online travel agents is simple and So, in 2020, Just Eat partnered with All 4 to trial their In 2019, it was struggling to get significant They were able to deliver a heavyweight can save you time and money. new advanced TV solution – Brandm4tch. The challenge high-street distribution but pre-Christmas, campaign to a clearly defined target To be more precise with their targeting, was to activate Just Eat’s first-party data in a way that an opportunity arose to test in 80 large audience, defined by location and attitude. they used Mosaic Groups. Mosaic is a didn’t rely upon any cookie data and that was completely Boots stores across the country. The campaign created brand awareness consumer segmentation model designed GDPR compliant. Working with data clean room Infosum and purchase intent that didn’t previously by Experian. It’s a classification system which segments the population into 15 groups and and Channel 4’s advanced data management platform SodaStream exist, helping an iconic brand to overdeliver Mediarithmics, the Brandm4tch solution allowed them on sales targets and secure valuable long- 66 types that helps you to understand an to match users from Just Eat’s CRM database with term distribution with Boots. SodaStream individual’s likely customer behaviour. rediscovered its fizz and is now a committed Through analysis, OMD found that the Channel 4’s 24 million registered users. TV advertiser. two Mosaic groups found to be most closely This meant they were then able to target the highly matched with Hilton prospects were the valuable audience of lapsed Just Eat customers, Customised target audiences two named City Prosperity and Domestic delivering relevant advertising across all devices. Success. They combined these two groups This sophisticated targeting approach delivered great to create a custom-built target audience. By combining the broadcasters’ first-party results, measured by independent research agency MTM: The activity drove strong uplifts in registration or customer data sets with spontaneous brand awareness with ‒ 63% uplift for spontaneous brand awareness among the other data sources that they have access exposed groups 32% more likely to cite Brandm4tch audience to, advertisers can select from a huge Hilton. Of those who recalled seeing the array of targeted, customisable audiences. ‒ Significant increase in percentage of people claiming to advert, 27% took some form of action as a For example, they can create audiences order in the last month* result, 17% visited the website and 4% based on historic viewing preferences – went on to book a room via the ‒ 38% uplift for consideration among the so a food brand can target past viewers www.hilton.com website. Brandm4tch audience vs all 16-34s adults. of food shows. *Unable to share exact uplift due to confidentiality.

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 29 TV MASTERS THINKBOX A YEAR IN TV

Who it’s for: What you’ll achieve: Who it’s for: It’s terrific… we’re aiming ‒ Whether you’re new to TV, an ‒ A comprehensive understanding ‒ It’s free advertising allrounder or a media of today’s TV and TV advertising ‒ Spring, Autumn and Winter courses pro looking for a refresher, TV ‒ Expertise on how TV works ‒ Up to 10 weeks to complete Masters is essential learning. with other media ‒ Learn at your own pace for 100% TV Masters It’s designed to be as useful and ‒ ‒ An informed appreciation of ‒ Six on-demand video modules practical to new starters with TV’s multiple marketing roles ‒ Presented by TV experts everything to learn, as it is to more Not our words, but the words of the CEO of Wavemaker, Paul Hutchison. ‒ A command of the principles of ‒ Downloadable charts & experienced hands looking to refresh advertising effectiveness and additional reading As we write this, some 6,253 people have so far signed up for the TV their knowledge and skills. how TV drives business growth ‒ Tests to help you learn Most likely, you’ll work in marketing Masters online training course he’s talking about. That’s 6,253 people who ‒ ‒ Confidence to discuss TV’s ‒ Optional final exam for a brand or at an advertising or digital transformation with to earn a Distinction are now cleverer and even better at their jobs. Here’s what it’s all about… media agency. clients and colleagues ‒ CPD certified and IPA ‒ You may even work at a TV Insights, tips and skills CPD hours eligible Since the launch at the end of 2020, ‒ company. Or you may be a to be more effective at work we have welcomed students from every business leader who wants to For someone focused on digital Full of great, well-researched A career-enhancing qualification Click here to enrol! major UK media agency and from 341 broaden their horizons and be ‒ brands including Direct Line, Nationwide, media 99% of the time, it was so modules with up-to-date examples able to ask your marketing teams Samsung, Comparethemarket, Asda refreshing and fun to complete the across the whole spectrum of Click here to contact us and Cancer Research UK. TV Masters course from Thinkbox. TV in the UK. I’d recommend and agencies some tricky questions. TV Masters is the only comprehensive It’s a brilliant course, highly anyone working in marketing and CPD-accredited training course recommended! to look at doing this. Just some of the brands who have signed up: in TV advertising – and it’s free. It’s been designed in collaboration with broadcasters, agencies, and advertisers to help boost critical skills and knowledge across the industry. I did a module one evening and used It’s great to see Thinkbox providing The carefully curated syllabus will give a piece of knowledge I gained from it such a high-quality training course you the knowledge and confidence to in a presentation to a client the next to help agencies and clients better make you fluent in TV advertising. From afternoon! understand the role of TV the latest advanced TV solutions to the advertising in building brand practicalities of planning and buying a reputation and growth in the digital TV campaign, it covers all the existing era. TV Masters is essential learning and emerging ways brands can work for anyone entering the industry and with TV to deliver business success. I’m a long way into my media career, is a helpful complement to the IPA’s but I was so impressed with this – Foundation Certificate. I’m recommending it to everyone. 95% likely or very likely to Clear and memorable explanations recommend to a colleague Janet Hull OBE, not just of TV, but of some vital Director of Marketing Strategy principles for anyone who works in and Executive Director advertising. Effectiveness Week, IPA 97% scored the content excellent or good

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 30 Smart young things 32

TV Planning Awards 2020 33

The smartest planning One Sky Brassic,

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 31 SMART YOUNG THINGS THINKBOX A YEAR IN TV Smart young things What was it like to plan media in a year when plans got moved, cancelled and changed constantly? The 2020 Thinkbox Young TV Planner of Year finalists share their thoughts and what there is to be excited about in 2021. Hypothetical, Dave Hypothetical,

WINNER JAMIE CALLAGHAN IAN DALY GEORGE VINER AIMEE SHEEHAN GABRIELLA MICHALSKI, CHARLOTTE KNOPE BUSINESS DIRECTOR HEAD OF AV, ASSOCIATE DIRECTOR, MEDIA DIRECTOR AV, INVESTMENT DIRECTOR AV, ASSOCIATE DIRECTOR CONNECTIONS PLANNING, OMD BOUNTIFUL COW MEDIACOM UK WAVEMAKER MANNING GOTTLIEB OMD (BROADCAST), RUNNING TOTAL Biggest planning opportunity of 2020/21? Biggest planning opportunity of 2020/21? Biggest planning opportunity of 2020/21? Biggest planning opportunity of 2020/21? Biggest planning opportunity of 2020/21? Biggest planning opportunity of 2020/21? It’s been super interesting figuring out the The whole planning cycle has been Addressable TV. With all the major Diversity and Inclusion – ensuring we are Pretty much everything. The pandemic has We currently live in a world where the best way to test the impact of stricter HFSS reduced from months to weeks, even broadcasters developing their offering in reaching all/more audiences through our been a really tough experience for everyone government’s management of the pandemic regulations across TV and also online. days. Advertisers and agencies with their this area, I think we’ll see many advertisers channels and platforms – a standard, but it has also been an opportunity for us to fingers on the pulse could be rewarded for testing in this space. Sophisticated targeting one-size-fits-all approach needs to evolve. can drastically affect a client’s business What TV developments are reappraise how we go about the day-to-day – quick thinking. means brands can target their audiences how we work, how we plan media, how we overnight – flexibility for advertisers in you excited about in 2021? What TV developments are efficiently and cost effectively – opening collaborate with partners. I really think the market has been essential. 2020 became (ITV Platform) Planet V, (Channel 4’s) What TV developments are you excited about in 2021? up TV to more brands. biggest opportunity is getting back out a year of relaxed late-booking charges and Brandm4tch, and Sky Analytics. you excited about in 2021? Data-matching capabilities across there fast, being progressive, being agile waivered cancellation penalties. TV, a There’s plenty to be excited about… What TV developments are the broadcasters evolving, allowing for and embracing these new rules. channel with notoriously long lead times, TVs are getting bigger, better and smarter, you excited about in 2021? advertisers to be much more targeted could suddenly be switched on and off within and whilst they continue to dominate I am most excited about dynamic video in their video approaches. What TV developments are a matter of days. Such a gear change started our attention there will be an abundance creative in the addressable TV space. By you excited about in 2021? to de-risk TV for advertisers and it was of planning opportunities. ‘dynamic video’, I mean where the actual Lockdown has massively boosted the suddenly easier for agencies to sell TV frames and script change based on a viewer’s volume of logged-in users to a whole array as a core component to tactical ‘lockdown- consumption circumstances so that the right of content platforms. And with those users sensitive’ media solutions. creative can be delivered to the right watching unprecedented (sorry!) volumes What TV developments are individual at the right time. This can be done of content, we have accelerated to a whole you excited about in 2021? within programmatic video, but we will see new depth of understanding of TV viewers. The relentless sophistication of BVOD this within addressable TV/VOD in 2021. Intelligence and insight that we can apply targeting definitely keeps things interesting. Advertisers will see greater efficiencies on to every area of planning to make AV and, Two years ago, BVOD audiences varied little TV and equally excitingly, TV will be able to specifically, content more relevant but beyond BARB segmentation, yet today I have integrate further with other media channels without losing scale. live campaigns that target TV viewers based where dynamic creative is already on how many cars are on their driveway. established (e.g. audio, display).

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 32 TV PLANNING AWARDS 2020 THINKBOX A YEAR IN TV

Grand Prix & Best integrated campaign Best ongoing use of TV Thinkbox TV Planning Saving the NHS one touchpoint at a time, How TV became the fuel for our journey, Mediahub for NHS England Once Upon A Time Media for Greater Anglia HIGHLY COMMENDED HIGHLY COMMENDED Awards 2020 Manning Gottlieb OMD, Wavemaker & OmniGOV OMD UK easyJet Public Health England SHORTLIST This year the TV Planning Awards took place in the comfort of everyone’s homes. SHORTLIST Arena Media Domino’s Even though we didn’t have to dress up, we still were able to celebrate award- m/SIX & VCCP Tango UM Manchester Aldi OMD UK McDonald’s winning campaigns. Our brilliant judges worked hard to make their choices, such Best TV newcomer was the high level of entries which stretched out across the expanse of solutions Best use of sponsorship Claiming our unfair share of attention, that TV can deliver. With a new category recognising the rising planners of the Hillarys’ perfect home on 4, Craft Media & Goodstuff for BrewDog MediaCom UK for Hillarys industry, there were plenty of happy faces throughout the celebration. SHORTLIST SHORTLIST PHD Manchester & AMV BBDO The Stroke Association Republic of Media, Whyte & Mackay – Shackleton Whisky PitPat & UKTV Ventures PitPat the7stars, Foxy Bingo Young TV Planner of the Year Best use of content Charlotte Knope from Running Total Loyle Carner’s Concrete Green, PHD SHORTLIST Manchester & DRUM for Timberland Aimee Sheehan, Wavemaker UK HIGHLY COMMENDED Gabriella Michalski, Manning Gottlieb OMD MediaCom UK Lloyds Bank George Viner, MediaCom UK Ian Daly, the7stars (now at Bountiful Cow) SHORTLIST Jamie Callaghan, OMD UK Manning Gottlieb OMD John Lewis & Partners and Waitrose & Partners MediaCom UK Tesco Special award: Best collaboration Delivering a TV first with Channel 4, ITV and Sky, MediaCom UK for Tesco Best small budget use of TV How Italy’s ‘King of Tortellini’ won the hearts of UK Northerners, Total Media for La Famiglia Rana Special award: Advanced TV planning Domino’s + TV = A Treat Night In, You can view all these great TV planning SHORTLIST Arena Media for Domino’s december19 allplants stories and find out more here Republic of Media Scottish Government

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 33 Making econometrics free to all 35 What does advertising on 36 TV say about a brand?

Inspiring insights ITV2 Juice, Celebrity

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 34 MAKING ECONOMETRICS FREE TO ALL THINKBOX A YEAR IN TV

Based on these findings, the Demand Summer 2021 data refresh Generator optimisation tool enables The Demand Generator is only as good Demand Generation methodology Making econometrics individual brands to: as the data behind it, so we’re bringing that Demand Generation was a meta- ‒ Determine the optimal media as bang up to date and relevant as possible analysis of econometric models mix for their specific business with the following updates: conducted by WPP’s MediaCom, ‒ Generate ‘what if’ scenarios for ‒ Including the latest pre-2020 Wavemaker and Gain Theory. It free to all varying budgets over three years econometric models in the database was huge, analysing £1.4bn of media ‒ Understand the impact of different ‒ Adding Telecoms to the existing spend by 50 brands across 10 forms budgets on immediate returns and suite of categories of advertising over three years. And longer-term base level sales it analysed six different categories: ‒ Breaking the current FMCG category The Demand Generation and Demand Generator project is probably the most ‒ Determine the value of individual into food and non-food sub-categories FMCG, finance, retail, online retail, automotive, and travel. channels and resulting trade-off Breaking the current Finance category ambitious Thinkbox initiative in our 16-year history. It is the first freely available relative to creative costs ‒ This was the first time WPP had into insurance, current accounts, collaborated through pooling their industry planning tool that puts meaningful econometric data in the hands of ‒ De-risk their media mix to mortgages, and other achieve a more certain return. respective econometric databanks. advertisers of all shapes and sizes. And soon we’re expanding what it can do. ‒ Breaking the current Retail category It required permission from all 50 into food grocery and non-food brands in the study, a huge undertaking. Demand Generation is a neutral ‒ Updating media pricing to give users the The study also analysed channel Advertisers who use econometrics see how econometrics available to all for free. budget, size, appeal, proportion of planning tool based on real business option for 2019 prices or WPP-predicted risk and channel variability, based on media have powerful indirect effects, and It built the Demand Generator, a unique online sales, and desire to minimise risk. 2021 pricing the variance of ROI within the middle results, which enables us to reinforce 50% of all campaigns analysed (i.e. invest accordingly. But many can’t afford online tool that determines the optimal Its key findings included proving that our planning position with our clients. ‒ Enabling users to define campaigns econometrics and depend on short-term, media mix specific to a brand’s category, while most channels boost the efficiency as either brand or activation it excluded the worst performing easily accessible data, which encourages budgets and goals. of others, the scale and consistency and best performing 25%). over-investment into channels most differ significantly, and that some forms This approach ensured we had Smarter media planning Lee Baring credible, neutral data with immense obviously linked to sales. Media like TV, of advertising are far riskier than others – Head of Agency Trading, VCCP Media print and radio miss out. Demand Generation identified the linear TV advertising and broadcaster scale that would be recognised Our Demand Generation research key variables that influence advertising VOD were found to be the least risky. as unbiased. Such is the curse of addressed this and made rigorous effectiveness. They are a brand’s category, research commissioned by a You can find the Demand Generator here media-specific trade body. Some channels massively boost the effects of others Channel benefiting from the effect The variability of returns differs significantly across channels A high level of variability away from the median return denotes a greater level of risk. Online video Social Online Out Generic TV Radio Print Cinema Direct mail The more variable the return, the greater the risk an advertiser has of making a poor media investment. & VOD media display of home search t TV 20% 31% 31% 22% 31% 31% 54% 20% 8% The variability of returns by channel ff ec

of 100 E Online video g 3% 5% 2% 5% 3% 12% 7% 2% 1%

in 60

& VOD median 50% t ra

Social media 2% 2% 2% 3% 2% 3% 3% 1% 1% the 20 ene

Online middle 0 l G 3% 4% 4% 4% 3% 9% 11% 4% 3%

display of around -20

hanne Out of home 6% 8% 9% 8% 9% 11% 3% 1% 1%

C -60 Spread

Radio 4% 4% 4% 6% 4% 3% 1% 1% 2% results -100 Print 5% 6% 7% 5% 6% 4% 13% 7% 4% Broadcaster TV Online Generic Radio Out of Online Cinema Social Print VOD video search home display media

Source: ‘Demand Generation’, Nov 2019, MediaCom/Wavemaker/Gain Theory 0-2% 3-4% 5-8% 9-20% 20%+ Source: ‘Demand Generation’, Nov 2019, MediaCom/Wavemaker/Gain Theory

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 35 WHAT DOES ADVERTISING ON TV SAY ABOUT A BRAND? THINKBOX A YEAR IN TV

What does advertising on You can take a look at the full research analysis and download the charts here

TV say about a brand? Key findings

Signalling Success, by house51, is the first known UK research 1. Advertising drives ‘fitness’ and ‘social’ signals. TV advertising’s ability to drive the above fitness dedicated to the behavioural science principle of media ‘signalling’ – Fitness signals are about financial strength, product signals outperformed all other media tested. (36% confidence and quality. Social signals are about fame, stronger than the average.) how the perceived cost and scale of advertising channels can popularity and success. Both are valuable signals but Half of all respondents rated brands that advertised enhance brand attributes in the eyes of the consumer. the ability of media to convey those signals varies greatly. on TV as financially strong. 2. TV drove the strongest fitness and social signals 4. TV advertising helped brands convey popularity TV drives the strongest in all product categories tested and outperformed and success more than any other medium. Social signal social media and online video across every category. TV was 23% stronger than average in delivering fitnesssummary & social paragraph signals to be added? The relative performance across each media varied social signals. little by category with TV driving the strongest signals for Half of all respondents rated TV advertising as Fitness signal Social signal online retail, FMCG, mobile networks and home insurance. demonstrating that lots of people were buying the brand. Social media and video sharing sites were the advertising 50% 5. Brands advertising on TV, magazines and radio are 49% 50% 50% channels least likely to drive these signals across the perceived as most trusted to deliver on promises made categories tested. A third (30%) trusted TV advertising to deliver on 42% 41% TV delivered stronger fitness and social signals 39% 40% Average the promises made, making TV the most trustworthy 39% 38% social signal 40% 40% for all age groups, including younger audiences. medium, just ahead of magazines (29%) and radio (28%). Average fitness signal 32% 33% 3. Brands which advertised on TV were significantly Advertising on video sharing sites was least likely to 28% more likely to be perceived as financially strong, high deliver brand trust at 19%. 30% 27% 30% statements) statements) quality and confident positively positively to to (% (%

20% 20% signal signal signal signal Social Fitness 10% 10% scoring/agreeing scoring/agreeing Big Zuu’s Big Eats, Big Zuu’s Eats, Dave Big 0 0 s s g g ia ia e e n n d d i i dio dio TV TV t t e e si si Ra Ra m m l l shar shar a a o o Magazines Magazines Newspapers Newspapers Soc i Soc i Vide Vide

Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654) Source: Signalling Success, 2020, house51/Thinkbox. Base: all adults (3,654)

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 36 WITH THANKS THINKBOX A YEAR IN TV With thanks to:

Shareholders

Des, ITV Grayson’s Art Club, Channel 4 Little Birds, Sky Atlantic

Associate members & supporters Member of Get in contact Lindsey Clay Andrew MacGillivray Chief Executive Marketing Director [email protected] [email protected] Matt Hill Simon Tunstill Research & Planning Director Communications Director [email protected] [email protected] Jaine Tamplin General enquiries EA to the CEO & Company Secretary 020 7630 2320 Cover image: AA ‘That feeling’ [email protected] [email protected] Design by Blast: blast.co.uk

INTRODUCTION 2020 HINDSIGHT VIEWING TRENDS ADVERTISING IN 2020 TV’S TRANSFORMATION THE SMARTEST PLANNING INSPIRING INSIGHTS 37