JUNE 2 021 CONTENTS INTRODUCTION 3
MEET OUR GUEST ESSAYS CONTRIBUTORS HELLO, Veriça Djurdjevic is Chief 4 BARB’s 360° audience view informs Revenue Officer at Channel windowing strategy 4. As broadcasters continue Veriça Djurdjevic to innovate with windowing strategies, Veriça shines a light on 6 What’s next for BARB’s 360° audience view Reaching the age of 40 is a moment for Big Data Integration. Our audience reporting OUR 360° Vicky Fox the important role of BARB data in both reflection and looking forward. BARB is underpinned by a combination of panel AUDIENCE VIEW the decision-making process. reaches this milestone in the summer, data and census-level viewing for BVOD 8 BARB and CFlight combine for Total TV although celebrations will be suitably services, while our data can be ingested AND ADVANCED campaign planning Vicky Fox is Chief Planning restrained. into customers’ own systems to facilitate Ruth Cartwright CAMPAIGN HUB Officer at OMD. Ahead of business-planning processes. Emma ARE UNDERPINNED BARB’s launch of viewing Since 1981, our audience ratings have guided Moorhead, General Manager at Wavemaker, 10 Integrating BARB data to optimise BY BIG DATA figures for SVOD and video- planning decisions on the commissioning, scheduling showcases how our data flow into a streaming platforms, Vicky brings to Emma Moorhead and distribution of television programmes. proprietary cross-platform planning tool. INTEGRATION life how these new data will enhance Equally, the advertising industry has relied on media planning. our data to support the planning and buying A big thanks to all our guest contributors BARB UPDATES of television campaigns. And our audience for bringing to life how BARB’s continuous Ruth Cartwright is Director viewing figures play an important role in the service development ensures we meet the of Investment at Sky regulatory debate about how media services needs of our industry. 12 What People Watch subscriber portal Media. Ruth looks at how operate in the public interest. the advertising industry’s need 14 Top 10 programmes of 2020 Building on this strong set of foundations, to understand total TV campaign To these ends, BARB’s service comprises we’ve just announced the award of long- performance is being met by a 16 Annual broadcaster shares three essential components. term research contracts. This fresh news combination of BARB’s Advanced underscores the commitment of the UK Campaign Hub and CFlight. Our 360° Audience View reports who watched television and advertising industry to what, when, with who and on which device. independent, objective and transparent Emma Moorhead is Having reported audiences for broadcasters’ audience measurement. General Manager, Media at linear channels since day one, we’ve added Wavemaker. In a world of their VOD services in recent years. Veriça There’s a great deal to look forward to as data abundance, Emma welcomes Djurdjevic, Channel 4’s Chief Revenue Officer, we deploy innovative metering technology the gift of BARB’s gold standard and highlights in this year’s report how these in an expanded service. There will be the how its integration with other data audience ratings help broadcasters develop a largest-ever increase in reporting sample sources enriches cross-platform multi-platform windowing strategy. to 7k homes, in which Kantar will install its planning. new TV-set meter. This takes form of a tablet We also have an emerging capability to device and features an original avatar-based report audiences to SVOD and video-sharing registration system. services that don’t yet actively participate in our measurement. Vicky Fox, OMD’s Chief Oh, and there’s a new website for you to Planning Officer, takes a look at the new keep in touch with news and insights insights and considers how they will improve throughout the year. Find out more about our collective understanding of the impact of What People Watch — our dedicated portal these streaming services. for subscribers — on page 12 of this report.
BARB launched a BVOD campaign-planning service in beta during 2020. Harnessed with our long-established reporting of linear campaign performance, the Advanced Campaign Hub helps buyers and sellers of advertising assess the incremental reach and frequency delivered by BVOD. Ruth Cartwright, Sky Media’s Director of Investment, reviews how this development — working in tandem with CFlight — is meeting the advertising industry’s need for comprehensive planning and reporting of Justin Sampson total TV. Chief Executive BARB Critically, BARB has also embraced 4 VERIÇA DJURDJEVIC VERIÇA DJURDJEVIC 5
BARB’S 360° AUDIENCE VIEW INFORMS WINDOWING STRATEGY
Left: It's A Sin some very clear benefits in terms of the BARB © Channel 4 IT'S A SIN Episode 5 (Channel 4 & All4) data and the insight that it brought for us. Average audience The first, is we can see exactly who watched TV Set 4% the show when they watched it and indeed 3% PC where they watched it, which helps me helps 1% Tablet inform future decisions about the release patterns of upcoming shows. 91% Smartphone The second thing is we can now put a total Post-broadcast within 28 days* value on the program as a whole. So not just the live and consolidated picture but also the 1.4m binge viewing. And that means we can get the reach of the total audience, and speak to advertisers about that for future shows. Live viewing On-demand pre-broadcast % 884k This show had an extraordinary impact in 99.7 4.0m 88% the real world, as well as in terms of viewing. We saw record-breaking levels of demand for HIV testing, as well as the biggest ever 2% fundraising months for leading HIV and AIDS It’s A Sin is one of Channel 4’s biggest This brings two challenges; it is hard for the 4% supporting charities. It’s A Sin was a really successes of 2021. It is also a really broadcaster to keep or extend the audience, 5% powerful piece of PSB programming that had interesting case study in terms of how we and it is hard for us to put a clear value on the incredible viewing success and a real impact at Channel 4 used BARB data and insights audience for our advertisers. on society, which of course is the channel to inform an innovative windowing strategy living up to its purpose of creating change going forward. With this in mind we thought a little bit Source: BARB, All individuals 4+, based on viewing to episode 5 between January 22 - March 19 2021 through entertainment. differently with the release of It’s A Sin. We * Post-broadcast category includes all viewing to linear repeat, up to 28 days after linear premiere Let's start at the beginning with the story followed a very deliberate strategy to make We're committed to taking these learnings of what we would expect from a normal this a landmark piece of PSB programming. and others that we're deriving from BARB drama, under normal transmission We took a different approach to the window the episode 5 audience watched it before data to feed into our test-and-learn approach circumstances. So, once upon a time we and how we were going to release the drama. transmission date, and 88% of these pre- for our future programme windows, and how would put the drama out, obviously with What we did was run episode one live, and broadcast viewers watched on All4 via the big we treat them. lots of marketing and promotion, and there we also then allowed — indeed promoted — WE CAN SEE screen in the corner of the room. would be excitement and build up to the box-set previewing on All4. Veriça recently spoke at the BARB Briefing first transmission on linear TV. That build up EXACTLY WHO So why did we see this growth across the event. To view the presentation, click here. would generally be quite a good indicator of What was fascinating about this was that WATCHED THE life of this campaign in this program? Well, the series’ success. we saw a completely different set of viewing SHOW WHEN THEY there was a fantastically strong marketing results than those that we might expect. WATCHED IT AND campaign that supported it and promoted Then in the normal run of things, what would it externally off the platform. We also then happen is that the live viewing that we This approach allowed us to extend and INDEED WHERE built word of mouth, which helped to create would see week after week would gradually build the audience as well as optimising THEY WATCHED IT the momentum to carry the show through. decline, and we would expect to see lots of the momentum of the show. As the weeks — THIS INFORMS And of course, it directly played and spoke to catch up taking its place. Overall though, went by, what we saw from the 360 degree DECISIONS ABOUT the trend for bingeing content via video on Veriça Djurdjevic, that means that a drama series like It’s A Sin BARB data was that almost 4 million viewers demand players. Chief Revenue would typically suffer from a bit of a loss of watched episode five on All4 well before it THE RELEASE OF Officer, Channel 4 momentum as one went through the series. ever went live on TV. in fact, two-thirds of UPCOMING SLOWS As a result of this approach, we also derived 6 VICKY FOX VICKY FOX 7
WHAT’S NEXT FOR BARB’S 360° AUDIENCE VIEW
There's a huge amount of trust in the BARB individuals linked together with particular than gaining insight about how audiences to help agencies to plan both dimensions THERE’S TERRIFIC data as the gold standard measurement clues. These clues might be their age, another consume media: how it fits into their lives, more effectively. BARB already helps us to currency for TV viewing. The incredibly demographic characteristic, or a behavioural the feelings it evokes in those moments; understand how reach builds – per pound ADVANTAGE IN rich dataset enables us to understand not trait that we know about them, for example how it informs, enriches and entertains. And spent – through the programmes and HAVING ALL THAT just the volumes and the shares, but those being more likely to consume BVOD content. therefore, how our advertising can build channels people watch. This insight informs INSIGHT FROM nuances of audience flow across channels our clients’ brands not just by building the the emotional connection that advertising BARB’S SINGLE- and how favourite shows deliver incredible A probabilistic approach is great — joining right amounts of coverage and frequency can make with the audience. loyalty from the audience. This insight datasets to understand more about but also by amplifying people’s experience SOURCE PANEL powers our planning output. audiences — but the power of a single source of the advertising by knowing about their Very soon we will know more about AND WITH THE panel cannot be underestimated. This is relationship with the context that it’s in. how viewing overlaps across different ASSURANCE OF A We’ve seen the TV landscape change so because relationships between different platforms, which is a strong driver of JOINT INDUSTRY incredibly quickly over the last 10 years that parts of the data are deterministic: we know The core of my job as a media planner is frequency. Frequency is great for helping our planning job has required us to combine the people that have seen this programme to wrap advertising messages around that your advertising cut through, driving CURRENCY many different datasets together to build a using a catch-up service on this device, for content in the most effective way. And even comprehension and emotional connection. true picture of someone's media day. The example, are the same people that have if it's non-commercial content, I still want to But if you build too much frequency and not types of viewing behaviour that we'll soon seen this other programme live on a different know about it, because it should impact how enough reach, you're weakening the power be able to explore with BARB’s router-meter device. Those two behaviours are completely we make decisions about our advertising of your television advertising. For example, solution will essentially become the viewing united. on the commercial channels. As BARB if we keep spending against campaigns that norms of the future. Our viewing patterns evolves to provide more granularity about aren't driving reach but are driving excess are influenced by how we switch platforms Another thing we’re going to come up against SVOD viewing, this dataset is going to be so frequency, it's not just wasteful; it can start when we view content. We might catch up is that self-scheduling is going to become so important because I still want to know about to have a negative impact by making the on a tablet, watch a laptop in bed or use prevalent as we move into hybrid working the viewing to shows like Bridgerton on audience feel bombarded by that advertising. the streaming capabilities of connected TVs patterns. Some people will work more Netflix. When that show aired over Christmas, which have become the default technology. from home, in fact some people will work you could see in the chatter on Twitter and I am really looking forward to the new data exclusively from home, and we'll see more other social platforms how much people that's coming from BARB later in 2021. So many people now have all those various adjusted travel patterns. were talking about it. So, using that example, Already, new data on programming are devices, which is why we absolutely need I really want to dig into a show’s audience so providing important insights to help us to understand how audiences use apps Classic scheduling behaviours have been that I can ready myself - and my brands and build our campaigns. For planners, that’s a and devices and navigate EPGs to view live based on traditional working patterns the advertisers I work for - for season two. stepping-stone to the potential of that holy television or catch-up. Understanding how and commuting times, which have set the That knowledge will shape our expectations grail of managing the total inventory of our content is viewed in the new world is crucially moments and rhythms of people’s days of the performance of the wider schedule and clients' advertising across all the different important. And that's what we're going to get and therefore the ebb and flow of the TV the advertising planning decisions we make. platforms; and really getting a holistic out of this new data from BARB. schedules. With new patterns of working, view of television delivery for the future TV that's going to change, and we expect to see And similarly, I want to know about the marketplace. BARB’s new developments will There’s going to be terrific advantage that coming through in the BARB data. commercialised part of Amazon Prime – help us build more successful advertising Vicky Fox, Chief in having insight from BARB’s single- even though it’s a small part of their overall campaigns. Planning Officer, source panel and with the assurance of Adding further to this phenomenon of content portfolio. Live sport is crucial for OMD UK the gold-standard kitemark of a joint self-scheduling is that tech has changed. building reach, and therefore I need to Vicky recently spoke at the BARB Briefing industry currency. Whenever we don’t We’ve seen the EPG evolve so that the linear THERE'S A HUGE understand how I create joined-up plans event. To view the presentation, click here. have a single data source, we're looking at schedule is no longer the most dominant part across BT, Sky and Amazon Prime. BARB’s matching different sources together using of the homepage. As broadcasters monetise AMOUNT OF TRUST new dataset will enable that. a probabilistic approach in which you’re those different areas of the schedule, we'll IN BARB AS THE finding audiences that are more likely to see content becoming increasingly self- GOLD-STANDARD Understanding how reach and frequency exhibit certain behaviours than others scheduled, and that's something that we MEASUREMENT build is the essence of media planning. because of what you know about them. need to understand more about. Balancing them out is key to why television However, in this approach it’s not actually CURRENCY FOR TV is so incredibly powerful for brands at driving the same person you’re looking at, but two As planners, there’s nothing more important VIEWING ROI. The new dataset from BARB is going 8 RUTH CARTWRIGHT RUTH CARTWRIGHT 9
BARB AND CFLIGHT COMBINE FOR TOTAL TV PLANNING
Sky uses BARB’s Advanced Campaign Hub deduplication procedures are working WE DON’T WANT alongside Sky Media’s CFlight to plan in a meaningful way for everyone. This is PRE-CAMPAIGN PLANNING CAMPAIGN POST-CAMPAIGN VALIDATION and evaluate campaigns across our VOD important for aligning campaign performance GOES LIVE THERE TO BE and linear channels. And Sky is pleased as planned using BARB, with campaign Advanced Campaign Hub CFlight A LACK OF to be working with Channel 4 and ITV to performance as validated and reported by Unduplicated reach and frequency Unified metric for impacts/ CONFIDENCE IN ensure CFlight is the industry’s first unified CFlight. Crucially, it means there’s a good across linear channels and BVOD impressions across linear and BVOD THE TOOLS AND advertising metric for live, on-demand and chance we're not overpromising cross- services Deduplicated reach and frequency time-shifted commercial impressions across platform coverage when we’re planning, and Budget optimisation across linear and BVOD campaign THE COMBINATION all mainstream viewing platforms in the UK. we can see we haven’t underdelivered on Campaign performance by device Comprehensive exposure OF THEM - IT IS cross-platform coverage when campaigns are Panel data modelled with other measurement across devices, platforms and apps ACTUALLY VERY The campaign planning side allows validated in CFlight. data sources – methodology developed by RSMB Methodology developed by RSMB ROBUST integrated planning across broadcast airtime and BVOD. BARB’s panel data on broadcast This is critical because we don’t want there Data and processes audited independently by ABC viewing combines with RSMB’s model of to be a lack of confidence in the tools and the BARB panellists’ BVOD viewing of each combination of them. We can see that it is broadcaster’s VOD player. And CFlight works actually very robust. alongside that as a post-campaign evaluation programming or dayparts as a certain type in Q4 of this year, we’ll have the full launch tool. While they have different purposes, When we're working on a proposal, the BARB of viewer is targeted. The BVOD Planner of CFlight, so that media agencies and they are now integrated to provide a holistic BVOD Planner allows us to treat TV and VOD demonstrates the value of incremental reach advertisers can look at the performance (for campaign performance report. It means we as part of the same video ecosystem, and not that VOD can add. We've used this for clients the All Adult audience) of their AV campaigns can now look at the full picture. give them two different reach numbers. Until across many different categories, and it's across linear and BVOD. The rollout is BARB offered the BVOD Planner, we simply always a positive conversation. It allows us planned in phases across 2022 and 2023, so The BARB BVOD Planner is of great value couldn't do this. We were very reliant for to plan campaigns by device and campaign next year will see deduplicated reach figures prior to a campaign going out, enabling planning purposes on the IPA’s Touchpoints reach across the Sky Media portfolio. available for additional audiences as well as us to understand potential cross-platform Channel Planner. functions like regionality. reach from the combination of broadcast We often get asked about our ability to target airtime and VOD. Then post-campaign we The real power of Touchpoints as a source every audience, and the BARB BVOD planner In summary, the combination of CFlight get CFlight reporting which is based on for communications planners is that it’s has helped us to demonstrate the value of and the BARB BVOD Planner is such a an innovative methodology developed by completely cross-media, enabling the AV plan our platforms in terms of the incremental benefit to the AV ecosystem. Advertisers RSMB based on the BARB gold standard. It to be put into a wider context of people’s reach they offer – for younger audiences for and agencies can build effective campaigns means we're working to high metrics, high consumption of any kind of media. But when example. And it has been very useful too with much more confidence. It helps standards. we're focused on video and when our clients in demonstrating the potential of VOD for broadcasters highlight the value of premium and agencies are talking about video, we are audiences you might not automatically think content programming in advertising Of course, BARB and CFlight are two different all best-placed if we can use a data-source of for those sorts of campaigns. environments where brand safety is a given Ruth Cartwright, sources, so it’s important for agencies and built on the industry gold standard for and where audience measurement is done Director of their advertiser clients to have confidence broadcast video and continuously updated. And using CFlight to provide that post- with objectivity and transparency. The Investment, Sky about the comparability of the data and the That combination of pre-and-post analysis campaign, full-circle analysis to advertisers, combination of the BARB BVOD planner Media ability of the two sources to be integrated puts the broadcasters absolutely where we WHILE THEY it reinforces perceptions of our ability as with Sky’s CFlight enables advertisers to well. should be in leading the broader market for HAVE DIFFERENT broadcasters to deliver campaigns that are justify their spend with us, knowing how to AV advertising. deduplicated, focused on one reach outcome. balance their investments between linear and We can be confident. For the vast majority PURPOSES, THEY We've long had to contend with different broadcast. And that’s a real positive. of campaigns, when we investigate platform At Sky, this works for us in a number of INTERLINK TO metrics and different viewing principles but reach using BARB’s BVOD Planner or CFlight’s ways. One is when we’re able to identify PROVIDE HOLISTIC that is now no longer an issue. Ruth recently spoke at the BARB Briefing event. campaign reporting, we see similar levels how to add the VOD element to a campaign CAMPAIGN To view the presentation, click here. of reach reported by both. This validates laydown and take it beyond natural delivery. We’re in the early days of talking to both systems and gives us confidence when In broadcast linear airtime, campaigns can PERFORMANCE advertisers and agencies about all this, so we plan with the BARB BVOD tool that the be highly skewed towards certain channels, REPORTING things will soon get moving quickly. Early 10 EMMA MOORHEAD EMMA MOORHEAD 11
INTEGRATING BARB DATA TO OPTIMISE PLANNING
For the past 60 years, media planners have global tool in our industry that optimises Left: Knock got lucky. We’ve had one major broadcast growth against multiple audience segments © Nationwide channel, capable of reaching multiple moving from traditional segment level audiences, all at the same time. TV gave us a planning to agent-based modelling. rock-solid foundation on which to construct a plan, especially in building brands in This means rather than planning one the priming stage. A single channel built audience at a time we can plan multiple emotion, created engagement and delivered audiences simultaneously for the priming and visual impact, all in a neat 30” spot package. active stages of the purchase journey, across all online and offline touchpoints. There are Lots has of course changed but for me the three core modules which allow you to create real story is the drifting apart of audiences. and explore growth audiences, create brand- specific touchpoint lists, and build campaigns Audience fragmentation is making our jobs that will optimise the delivery of priming and We then define and optimise our to increase our delivery amongst diverse WHAT MAXIMIZE increasingly complicated. The inherent active communication to your most valuable campaign plan audiences and guarantee delivery at least in contradiction of 21st century complexity is audiences. 3Our AI planning engine models thousands line with our trading audience. FEEDS ON IS that the more opportunities open up for us of scenarios optimised for influence across GREAT DATA – the more paralysed we can become. More We begin by creating and exploring multiple audiences. Sophisticated plans, We have been able to understand how INTEGRATING opportunities offer more data for decisioning growth audiences focused on growth are built in minutes diverse and inclusive our planning truly BARB DATA and yet this also requires more time to 1No two people have the same media which optimise budget allocation across was. Making those changes for a campaign mine these data and line up the indicators behaviours. Maximize allows us to move touchpoints and audiences and which are at the start of the year meant we could audit MAKES IT MORE for growth. Getting more data is rarely the beyond the traditional socio demo language flighted to deliver campaign objectives. our delivery and report back on the changes POWERFUL problem, although the real meaning and of audiences by defining our own audiences we’d made to bring delivery in line – for consistency of such data is often debatable. using locally-available panel data (hello It doesn’t produce the final plan, but it gets example we increased 1+ by 8% for Pakistani We are not always gifted with a gold standard BARB). We can then explore audiences to us 60% of the way there. From here our plans audiences and 9% for Indian audiences. such as BARB. Lining up the indicators so identify salient traits compared to others, or are fine-tuned to add real life elements and they are harmonised to be comparable and compared to the total population. Excitingly experience and create the perfect plan. Is this the future of planning? then distilled down so that decisioning is the plans we produce can be optimised What Maximize feeds on is great data – fluent and without loss of context takes time. towards more than one audience segment. Why is this amazing? having BARB data integrated makes it even Let’s bring this to life with a real example. more powerful. Nowhere is this more true than in the We then add granularity and detail to massively expanded world of television. touchpoints Back in July 2020, Nationwide challenged Our planners use human insight, ingenuity Addressability requires a redefinition of the 2Every advertiser uses media differently so us with a simple but powerful provocation: and creativity to create the very best plan, purpose of reach, and the availability of AV we make the system bespoke for every one “are we truly speaking to all of UK society, identify the very best partners and apply their content to ever-larger domestic TVs and a of our clients by creating brand, advertiser nationwide”? As a brand whose proposition media planning craft skills and tactics to give Emma Moorhead, multiplicity of smaller hand-held devices or market specific touchpoint lists. At is to help build society it is essential they our clients the edge. Maximize is an example General Manager, creates a massively uneven playing field. the Touchpoints stage we establish the actively include diverse audiences. of using machines to do what machines do Media, Wavemaker GETTING MORE parameters for campaign success accounting best, freeing up our planners to do the things DATA IS RARELY Wavemaker has created Maximize to respond for nuances of brand and category, while We used BARB data to compare delivery of that humans do best. to the challenges of today’s media landscape balancing priming and active stage tasks. past campaigns and analyse the unique reach THE PROBLEM fragmentation. It is a cloud-based and open- We then define the comms task and the of channels to specific diverse audiences. Emma recently spoke at the BARB Briefing — WE ARE NOT source platform that codifies the channel channels which will most effectively deliver it We built in-depth audience segment analysis event. To view the presentation, click here. ALWAYS GIFTED planning process enabling planners to get across paid, owned and earned touchpoints. through a diversity lens and began reporting WITH A GOLD to the optimum budget split, flighting and We also balance channel effectiveness reach and frequency vs diverse audiences phasing fast. Maximize is a single integrated with pricing efficiency. Each touchpoint is as well as actively diversifying our media STANDARD SUCH tool stack that generates data-fuelled media modified to adjust to our individual client plans. This enabled us to understand how AS BARB and communications plans. This is the first strategy. we should adapt our channel selection 12 WHAT PEOPLE WATCH WHAT PEOPLE WATCH 13
WHAT PEOPLE WATCH Side bar with main menu as well as news and views – A NEW PORTAL FOR and BARB Explained SUBSCRIBERS articles Carousel with the latest news BARB’s website has been refreshed and a and views new portal built for subscribers. You can log in from the main website using your existing Click on the login credentials and will be taken to the new What People Watch What People Watch portal, where you will find access to data and reports only available to log in to the new to BARB subscribers. subscriber portal
Click on Insights to read ad-hoc articles in addition Dedicated sections to the Viewing for Broadcasters, The most-viewed Report Advertisers and programmes and the Streamers with the Viewing Report are latest interactive, accessible for non- downloadable reports subscribers 14 TOP TENS TOP TENS 15
THE TOP TENS OF 2020 TOP 10 FILMS TOP 10 MULTICHANNEL 1 Darkest Hour 7 Spider-Man: 1 Love Island 6 Snooker: World BBC One 09/05/2020 Homecoming ITV2 12/01/2020 Championship Our popular listings of the most watched programmes of the previous year have been in a centrefold pull-out in previous years. In 5.37 millions (avg) BBC One 22/12/2020 4.84 millions (avg) BBC 4 14/08/2020 this year’s digital-only publication the top tens of 2020 are featured over the next three pages. 3.69 1.78 2 Indiana Jones and 2 BBC News 7 Super Sunday - the Kingdom of the 8 Raiders of the Special Crystal Skull Lost Ark BBC News Liverpool v West BBC One 13/04/2020 BBC One 10/04/2020 23/03/2020 Brom 4.37 3.65 2.46 Sky Sports Main MOST WATCHED 2020 Event 27/12/2020 3 Grease 9 The Greatest 3 Premier League 1.72 BBC One 26/12/2020 Showman - Tottenham v 2 7 The Great Pottery BBC News Special Ant and Dec's Saturday 4.17 Channel 4 18/10/2020 Manchester 8 Throw Down BBC One 23/03/2020 Night Takeaway 3.58 United More4 11/03/2020 14.61 ITV 21/03/2020 4 Sully Sky Sports Main 1.68 10.67 BBC One 29/08/2020 10 Indiana Jones and Event 19/06/2020 the Temple of Doom 2.10 3 I'm a Celebrity... Get Me 3.92 FILM: Red Dwarf: BBC One 11/04/2020 9 Out of Here! 8 The Salisbury Poisonings The Promised Land 5 Mamma Mia! Here 3.51 4 The Undoing ITV 15/11/2020 BBC One 14/06/2020 Dave 09/04/2020 10.35 We Go Again Sky Atlantic 1.67 14.27 ITV 31/08/2020 29/11/2020 3.77 1.96 10 FILM: Frozen 2 4 Strictly Come Dancing 9 Happy New Year Live! Sky Cinema Premiere BBC One 19/12/2020 BBC One 31/12/2020 6 Jurassic World: 5 FILM: Toy Story 4 03/07/2020 1 12.51 10.05 Fallen Kingdom Sky Cinema Premiere 1.61 ITV 07/06/2020 14/02/2020 Prime Ministerial 5 The Great British Bake Off 10 Des 3.70 1.86 Statement Channel 4 24/11/2020 ITV 14/09/2020 9.95 BBC One 10/05/2020 11.74 6 Britain's Got Talent 18.99 millions (avg) ITV 11/04/2020 10.96
TOP 10 SPORT TOP 10 FACTUAL
5 Match of the Day 1 Bradley & 5 Anne: The Princess TOP 10 CHRISTMAS DAY TOP 10 DRAMAS Live - Southampton Barney Walsh: Royal at 70 v Manchester City Breaking Dad ITV 29/07/2020 BBC One 05/07/2020 ITV 15/01/2020 4.96 1 Call the Midwife 7 Michael McIntyre's 5 White House 4.06 5.84 millions (avg) BBC One 25/12/2020 The Wheel Farm 6 Bradley Walsh: 8.19 millions (avg) BBC One 25/12/2020 ITV 12/02/2020 6 International Happy 60th Birthday 2 Long Lost Family: 5.50 8.67 Football - England Born Without ITV 03/06/2020 2 The Queen v Wales Trace 4.87 BBC One 25/12/2020 8 EastEnders 6 Silent Witness ITV 08/10/2020 ITV 02/06/2020 7.29 BBC One 25/12/2020 BBC One 07/01/2020 1 The FA Cup - 4.02 5.72 7 The Real 'Des': The Chelsea v Liverpool 5.16 8.55 Dennis Nilsen Story BBC One 03/03/2020 Sport Relief ITV 17/09/2020 3 Strictly Come 1 The Salisbury 7 3 Who Do You Think millions (avg) Dancing Poisonings 7 Coronation Street 5.72 BBC One 13/03/2020 You Are? 4.82 BBC One 25/12/2020 BBC One 14/06/2020 ITV 01/05/2020 3.45 BBC One 19/10/2020 6.77 2 Six Nations Rugby - 8 Welcome to HMP millions (avg) 8.16 5.36 10.35 Scotland v England 8 Match of the Day 2 Belmarsh with Ross 4 Coronation Street BBC One 08/02/2020 BBC One 04/10/2020 Kemp 2 Des 8 Death in Paradise ITV 25/12/2020 5.64 3.44 ITV 09/01/2020 ITV 14/09/2020 BBC One 09/01/2020 6.64 4.51 9.95 8.12 3 Six Nations 9 Soccer Aid for 5 Blankety Blank 9 Emmerdale Championship - Unicef 9 Extinction: The Facts 3 Quiz 9 Vera Christmas Special ITV 25/12/2020 England v Wales ITV 06/09/2020 BBC One 13/09/2020 BBC One 25/12/2020 4.94 ITV 13/04/2020 ITV 12/01/2020 ITV 07/03/2020 3.05 4.46 6.35 9.05 7.82 5.34 4 Ambulance 10 Zog and the 10 Formula 1 - British 10 The Virtual Grand BBC One 16/07/2020 6 Mrs Brown's Boys Flying Doctors 4 Call the Midwife 10 EastEnders 4 Match of the Day Grand Prix National 5.01 BBC One 25/12/2020 BBC One 25/12/2020 BBC One 05/01/2020 BBC One 23/03/2020 BBC One 17/10/2020 Channel 4 02/08/2020 ITV 04/04/2020 5.69 4.52 8.80 7.31 4.10 2.56 4.33 Flaticon / Kate Harkus / Kate Flaticon 16 TOP TENS SHARE BY BROADCASTER 17
TOP TEN BROADCASTER GROUPS TOP 10 PRE-BROADCAST TOP 10 POST-BROADCAST % share of audience, 2020
1 Normal People 5 Ghosts 1 Des 6 White House Farm BBC One 01/06/2020 BBC One 26/10/2020 ITV 14/09/2020 ITV 05/02/2020 3.14 millions (avg) 1.87 7.54 millions (avg) 5.45 BBC One 20.4% Quest 1.1% 2 Life 6 Gangs of 2 The Great British 7 Quiz BBC Two 5.5% Really 0.7% BBC One 03/11/2020 London Bake Off ITV 13/04/2020 31.8 4.8 0.6% 2.63 Sky Atlantic Channel 4 5.32 % BBC News 1.7% % Quest Red 28/05/2020 22/09/2020 Others 4.2% Others 2.3% 1.86 6.80 8 Silent Witness BBC One 07/01/2020 3 The Salisbury 5.32 7 Roadkill BBC One 08/11/2020 Poisonings 1.78 BBC One 15/06/2020 6.28 8 Us BBC 1 11/10/2020 4 I'm a Celebrity... Get Me Out of Here! ITV 16.0 % Drama 1.4% 3 The Split 1.65 BBC One 17/03/2020 ITV 15/11/2020 ITV3 2.3% Dave 1.1% 5.88 21.6 4.5 2.38 9 Killing Eve ITV2 1.5 % Yesterday 0.7% 9 Dracula % % BBC 1 07/06/2020 BBC One 01/01/2020 The Secrets She 5 The Nest Others 1.8% Others 1.4% 4 1.60 5.28 Keeps BBC One 22/03/2020 BBC One 21/07/2020 5.58 10 Cobra 10 Call the Midwife 1.87 Sky 1 07/02/2020 BBC One 25/12/2020 1.29 5.22
Channel 4 5.5% Sony Movies 0.5% 10.2 E4 1.5% 1.8 Sony Movies Action 0.4% % Film4 1.3% % Pop 0.2% Others 2.0% Others 0.6% TOP 10 CHILDREN 4-15 TOP 10 ADULTS 16-24
1 Happy New Year Live! 5 Prime Ministerial 1 I'm a Celebrity... 7 Friday Night Dinner BBC One 31/12/2020 Statement Get Me Out of Here! Channel 4 1.28 millions (avg) BBC One 10/05/2020 ITV 15/11/2020 27/03/2020 1.03 1.32 millions (avg) 0.74 Sky News 1.1% BLAZE 0.3% 6 Strictly Come 8 Britain's Got Talent Sky Sports 2 Prime Ministerial 1.0% Sky History 0.2% Dancing ITV 18/04/2020 9.7 Main Event 0.8 Statement 0.9% Crime + 0.2% BBC One 19/12/2020 BBC One 10/05/2020 0.70 % Pick % Investigation 0.90 1.14 Others 6.8% Others 0.1% 9 Ant and Dec's 7 The Masked Singer 3 Love Island Saturday Night ITV 15/02/2020 ITV2 20/01/2020 Takeaway 2 Britain's Got Talent 0.89 0.94 ITV 28/03/2020 ITV 11/04/2020 0.67 1.19 8 I'm a Celebrity... Get 4 Happy New Year Live! Me Out of Here! BBC One 31/12/2020 10 Gogglebox Channel 4 08/05/2020 3 Zog and the ITV 17/11/2020 0.91 Channel 5 4.1% FOX 0.4% Flying Doctors 0.89 0.54 National 5USA 0.8% 0.2% BBC One 25/12/2020 5 BBC News Special 9.5 0.8 Geographic
1.12 9 FILM: The Grinch BBC One 23/03/2020 5Star 0.7% Disney Junior 0.1% % % ITV 13/12/2020 0.82 Others 3.9% Others 0.1% 4 Ant and Dec's 0.83 Saturday Night 6 The Great British Takeaway 10 BBC News Special Bake Off ITV 22/02/2020 BBC One 23/03/2020 Channel 4 22/09/2020 1.11 0.79 0.74
All tables are four-screen totals, except for Children 4-15 and Adults 16-24 (three-screen totals). All viewing figures include HD and +1 channels where relevant and are *Includes all Sky channels and the NBCUniversal portfolio of channels, all under Comcast ownership. BARB's 7-day consolidated data, apart from pre-broadcast and post-broadcast tables. The post-broadcast table includes viewing up to 28 days after linear transmission. Source: BARB. Based on Total Three-Screen Viewing for Individuals 4+. All channels include HD and/or +1 variants where applicable. Broadcaster groups defined based on Programmes of 5+ minutes duration are included, with only the top programme per programme title listed, with the exception of sport. channel portfolio as of 31/12/2020 *Includes all Sky channels and the NBCUniversal portfolio of channels, all under Comcast ownership Source: BARB. All channels include HD and/or +1 variants where applicable. Share based on Individuals 4+. Broadcaster Groups have been defined based on channel portfolio as of 31/12/19 BARB WWW.BARB.CO.UK 20 ORANGE STREET LONDON WC2H 7EF 020 7024 8100 [email protected]