ITV's Commercial Research Team’s 'ITV Lives' is their biggest insight project to date.
ITV has always been a brand at the heart of popular culture in the UK and just as our shows reflect the nation so do our viewers.
Nowadays people do so much
more than just WATCH television; they talk, they shout, they love, they hate, they interact, they respond. TV is a big part of their lives. It really matters to them.
ITV LIVES is a look under the bonnet of the people that make up our TV viewing nation and reflects how their lives are changing.
Through extensive surveying and profiling, our research team has identified Four Types of LIVES:
Young, Social, and Always On
Networked, Connected and Juggling
Hectic Families Whose Kids 'Tech Them Up'
TV Lovers Who are Slower to Change
The research found that people could exhibit behaviours from each of the four 'LIVES', and this is indicated through the overlap with TV buying audiences. The research also asked each of the four groups how they preferred to engage with advertising and matched their answers against ITV’s own planning tool.
What was clear throughout this project was that there were a number of interesting themes coming through:
1 Brands are important to all, but the decision-making process differs between them
2 Young Audiences are not necessarily the most connected
3 Multi-screening is bringing people closer to TV and advertising
4 Social media is used by most, but in different ways
5 TV is still central to people’s lives
The LIVES Tool
Our research team has made all of these insights available on a handy insight and planning tool, which is yours to use at:
Find out more
Contact the Commercial Research team to find out how these insights can be applied to your brand.
We hope it makes your LIVES easier.
Read about ITV Lives in the media: