Consumer Insights 2020 Review The Bridge, STV Player 2020 was a year like no other. Lockdown restrictions across the nation resulted in more time spent in homes. Television, the nation’s favourite pastime, came to the rescue with a never-ceasing offering of entertainment, news and information both on air and on demand. This book highlights STV’s performance in this unusual year across Broadcast, Digital and STV Studios. Cover image: I’m A Celebrity... Get Me Out of Here!, STV 6 2020 Highlights 8 Broadcast 38 Digital 58 STV Studios 10 Reach 40 YoY overview 60 Commissions 12 Audience growth 41 Live viewing 62 Shows 14 I’m A Celebrity... Get Me Out of Here! 42 Top programmes 64 Awards 16 All time audience 45 Des 18 All time share 46 Genre profiles 66 Essentials 20 Peak time 48 Top programmes by genre 69 Profile 22 Top 15 programmes 50 Streams by platform 70 STV micro regions 25 Top programmes by genre 51 Streams by device 72 TV platforms 26 Daytime 52 STV Player exclusive content 29 STV News 54 Growth YoY 74 Coming up 30 All major news programmes 56 UK-wide 76 Glossary 32 Scotland Tonight 57 SVoD 35 Digital News 37 TV set usage 2020 highlights July August September October November December STV, BBC, ITV, Channel 4 and Channel 5 STV Player launches UK-wide on STV Studios adds new factual entertainment STV and mental health charity, SAMH, forge BBC Scotland green lights third series of STV airs first – and only – film directed unite to celebrate the role that UK Freeview Play. label to portfolio, Barefaced TV. new three-year partnership. Inside Central Station from STV Studios. by Sir Sean Connery, The Bowler and broadcasters play in our culture with a the Bunnet. simulcast advert. STV Productions rebrands to STV Studios. STV announces its half-year results. STV partners with Pass the Mic to help STV and Elevator establish a dynamic increase representation of expert women new partnership to strengthen support STV is central to the communication of public Antiques Road Trip resumes production with STV Studios is commissioned by Channel A new four-part farming series from STV of colour across media. for Scotland’s entrepreneurs. health information, running 92 government new COVID-secure measures in place. 4 to produce landmark documentary, Is Studios is commissioned by Channel 5. campaigns across the year. Covid Racist? STV celebrates Black History Month with a STV launches on-air campaign called STV Player adds 1,500 hours of programming Scottish Business Network partners with STV. range of on-air activity and programming Black Voices Scottish Experiences. Linda Douglas Grimes becomes the first for Virgin Media TV viewers. STV Studios wins six-part drama commission throughout the month. female Head of STV News and Current Affairs. from Channel 4 called Screw. Three-part true crime drama Des, starring STV, ITV and The National Lottery launch Sky Arts commissions Primal Media to produce David Tennant, breaks viewing and streaming Over 250 hours of new content is added Nationwide Volunteering Campaign. Hundreds of hours of STV Player box sets an ambitious series called Landmark. records for STV and STV Player. to STV Player for Autumn. become available to Sky Q customers across Elizabeth is Missing star Glenda Jackson the UK. Business Women Scotland and STV forge STV Children’s Appeal 2020 raises wins Best TV Actor Award at the Edinburgh a dynamic partnership to strengthen over £3.5m for children living in poverty TV Awards. Giovanna Fletcher is crowned first Queen female-led business. in Scotland. of the Castle in I’m A Celebrity... Get Me STV and Women’s Enterprise Scotland join Out of Here! Glenda Jackson wins BAFTA award for her STV’s creative industries bursary scheme forces to help rebuild a better economy lead role in the drama Elizabeth is Missing. moves into its second year. in Scotland. STV commits to a range of initiatives to STV Player adds 1,000 hours of content in improve the representation of Black, Asian deal with All3Media International. and Minority Ethnic people, both on and off screen. The Masked Singer, STV STV is the number one peak time channel and the biggest Broadcast commercial channel in Scotland. Reach Beat the Chasers, STV 4 out of 5 adults tune in to STV every month, reaching more Scots per month than any other commercial channel. STV offers the highest reach of any TV channel in Scotland for ‘Main Shoppers’ and the hard-to- reach 16-34 audience. Daily: 36% Weekly: 64% Monthly: 80% 1.5m 2.6m 3.2m Source: BARB Jan-Dec 2020, adults, 09:30-24:00, 3+ min reach Audience growth YoY average audience change for key demographics YoY growth in average audience by daypart STV’s largest audience growth was across daytime (+27%). 14% growth is the highest year-on-year growth ever for STV’s all time audience. STV’s daytime audience also saw big gains for ABC1s (+19%) and 35-55s (+50%) - this provided additional targeting opportunities for advertisers. 27% 19% Individuals Adults Men Women ABC1 C2DE Under 45s Over 45s 14% 11% All time 14% 13% 15% 13% 11% 15% -4% 19% 5% 5% Individuals 27% 26% 22% 28% 19% 29% 14% 29% Daytime ABC1 Peak time 5% 5% 9% 3% 5% 5% -14% 11% All time Daytime Peak time Source: BARB Jan-Dec 2020, all time (09:30-24:00), daytime (09:30-17:59), peak time (18:00-22:29) I’m A Celebrity... Get Me Out of Here! I’m A Celebrity... Get Me Out of Here!, STV For the first time in the show’s 18 year history,I’m A Celebrity... swapped the wild Australian outback for the grounds of a ruined Welsh castle. This unique format drew in a record opening audience of 1.2 million. 1.2m 779k 38% 2.2m Highest ever opening Average audience Viewing share Total TV reach TX audience +9% 738k 1.3m 37k YoY ABC1 audience Live streams +23% YoY Total catch-up New registrations streams Source: BARB, Adobe Analytics & FreeWheel 2020, Based on age at 30/11/2020 All time audience STV is the most watched commercial channel With Scots spending additional time working STV 27% All time average audience YoY in Scotland across every timeslot in the day. from home during 2020, they consumed 18 Channel 4 minutes more per day of broadcast TV than The first national lockdown began in March Channel 5 STV’s average audience across the day is in 2019. Average daily minutes of STV viewing 2020. STV’s all time audience saw YoY growth ITV2 23% more than double that of all 77 Sky channels went up 16% to 1 hour 54 minutes in 2020. 22% for 11 straight months from February. (199k v 79k). 20% April was the first full month of lockdowns in 19% Scotland and as a result saw the biggest YoY 17% increase for STV’s all time audience. Average audience 16% 500K 450K 400K 10% 10% 350K 300K 7% 250K 200K 5% 150K 100K 50K -5% 0 0930 - 0959 1000 - 1029 1030 - 1059 1100 - 1129 1130 - 1159 1200 - 1229 1230 - 1259 1300 - 1329 1330 - 1359 1400 - 1429 1430 - 1459 1500 - 1529 1530 - 1559 1600 - 1629 1630 - 1659 1700 - 1729 1730 - 1759 1800 - 1829 1830 - 1859 1900 - 1929 1930 - 1959 2000 - 2029 2030 - 2059 2100 - 2129 2130 - 2159 2200 - 2229 2230 - 2259 2300 - 2329 2330 - 2359 2400 - 2429 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: BARB Jan-Dec 2020, individuals, average daily minutes for STV is 09:30-24:00 Source: BARB Jan-Dec 2020, individuals All time share This Morning, STV YoY change STV achieved its highest all time share in 12 years at 19.2%. STV saw the biggest gain in all time viewing of any TV channel in Scotland. STV/ITV BBC1 BBC2 Ch4 Ch5 Scotland +0.9 -1.2 -0.2 +0.1 +0.2 UK -0.2 +0.3 -0.2 +0.2 +0.3 Source: BARB Jan-Dec 2019, Jan-Dec 2020, individuals Peak time Average audience – Top 15 channels Our peak time share difference versus the ITV Network is the highest it has ever been. This STV is Scotland’s most popular channel in peak time. has been driven by soaps, news, gameshows STV’s peak time audience is bigger than the next 10 and dramas with high appeal in Scotland, commercial channels combined. such as Des. 345k 315k 98k 93k 66k STV Network Diff v Net 37k 30k 29k 27k 20k 20k 18k 19k 18k 16k 2019 20.7 19.7 1.0 2020 21.2 18.9 2.3 STV BBC1 C4 BBC2 Ch5 ITV3 ITV2 BBC E4 CBS Film4 BBC Sky Sports More4 Drama YoY 0.5 -0.8 Scotland Reality News Main Event Source: BARB Jul-Dec 2020, peak time (18:00-22:30), individuals Source: BARB Jan-Dec 2019, Jan-Dec 2020, share is STV & STV HD (excl. +1) Top 15 programmes Quiz, STV Avg. Audience TVR Share % Reach In 2020, STV had 19 shows with an average audience of over Des 863k 18 40 1.3m half a million. This is up from 11 I’m A Celebrity... Get Me Out of Here! 779k 17 38 2.2m across 2019. Ant and Dec’s Saturday Night Takeaway 777k 17 44 2.2m Des was STV’s biggest drama launch in 18 years. Prime Minister’s Statement 710k 15 27 670k Coronation Street 637k 14 37 2.5m 97% of programmes on commercial TV with audiences Billy Connolly: It’s Been A Pleasure..