The IPA has released the most recent update on their TouchPoints* survey which shows a significant drop in younger people watching commercial TV. The largest impact is in the 15-17 age group, dropping 41% from 68.1% in 2019 to 39.7% in 2022. The scale of the drops become less dramatic as we approach the over […]
Tackling effectiveness measurement post-pandemic
The DMA’s recent claim (that the 23% dip in marketing effectiveness is due to a failure to promote a coherent approach to measurement), assumes a causal link between the number of metrics reported (170 different metrics across 852 individual campaigns) and the overall success of the campaigns. The research is the second iteration of the […]
IMDb TV streaming service rebrands as Amazon Freevee
Amazon has announced that its ad-supported streaming service, IMDb TV, will be rebranded as Amazon Freevee from April 27th this year. Originally launched as Freedive in 2019, IMDb TV has already grown dramatically, with big plans to increase its original content by 70% this year and add new titles each month. As cutting down on […]
UK marketing spend hits strongest levels since 2014
The latest IPA Bellwether Report reports the biggest growth in UK marketing budgets since 2014, putting spend at an eight-year high. Whilst post-pandemic spending in the UK advertising market has exceeded expectations, this increase could be a flash in the pan; the IPA has revised ad spend forecasts for 2022 and 2023 down because of […]
Marketing effectiveness in the digital era
Marketing effectiveness, broadly speaking, is the measurement of how successful a strategy has been in meeting short-term and/or long-term commercial goals. When looking at the success of a marketing strategy, often brands consider return on investment in the short-term, and metrics like share of market to benchmark the success of long-term growth initiatives. Relentless development […]
Is TV viewership shifting towards subscription models?
For the first time, subscription VOD has overtaken traditional TV viewing for 35-44 year olds, in reach and time spent. Recent data published by the IPA shows a significant reduction in TV viewing for 35-44 year olds in the UK compared with 2020, whilst subscription TV saw a large increase over the same period. Both […]
