How has TV viewing changed since “back to school”?
From late August, schools started welcoming children back to their classrooms full-time and there was a gentle Government push to return to the workplace. As trains have started getting busier and the All Response Media team have started seeing each other a little more (not just on a 2D Zoom call!), can we see the TV ratings change nationally yet.
The graph below – and table further down the article – show that there is still a significant increase in TV average ratings year-on-year (YoY) since the return to school, with the exclusion of children and young adults. The biggest fluctuations still come from daytime, where there is an opportunity to reach, on average, 15% more adults and ABC1 adults per TV spot.
When evaluating top-line by saleshouse, all are still benefitting in average TVRs for adult’s YoY, except for ITV and peak during the summer months, who have lost out with no UK Love Island this year on ITV2. Interestingly, there are nuances by saleshouse and daypart.
During the height of COVID, Channel 4 had the highest YoY increase: adult average TVRs were up 49% during daytime, and 18% up during peak time. However, since ‘Back to School’, Sky are benefiting the most in terms of average TVRs, being up 20% during daytime and up 34% during peak. This is compared to C4 who’s average TVRs have reduced to 3% for peak and ITV’s who’s daytime average TVRs have decreased to 9% and 5% for peak.
Pre COVID: 1st Jan – 8th March
COVID Height: 9th March – 24th May
During COVID: 25th May – 30th August
Back to School: 31st August onwards
All Response Media viewpoint.
On an average TVR basis, TV viewing is still buoyant, especially when comparing year-on-year. However, Q4 is often a tougher quarter as revenue increases into the market-leading to Christmas and this year the trends are following. Confidence has built amongst brands, and many new businesses have come on air, although that’s not to say that there’s not still opportunity in the market both in terms of audience, unique reach, and price.
TV still has its challenges reaching a younger audience, but on an average TVR basis, the young audiences have improved YoY. The data is indicative that it’s the under 34s that have returned to work more-so than older adults but there are still pockets of opportunity to reach this audience and engage them with TV still. With the season changing, and further local lockdown measures, it’s apparent from the graph that 2020 averages are steadily increasing again for total adults and ABC1 adults, following the summer.
In summary, although the pricing may not be as cheap as it was earlier this year, TV still has huge potential to reach a greater and more upscale audience during daytime, with YoY cost benefits. The graph is showing early signs that viewing is on the rise again, so there are not many reasons not to take advantage of this while it lasts.
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