“The best way to predict your future is to create it”
If the to-do list belonging to the new guy in the Oval Office is anything to go by, 2021 could be a chance to create a future founded on unity...
Blazing the collaborative trail on this side of the Atlantic are the Advertising Association, IPA and ISBA who join forces next week to host their first ever joint industry conference: Reset 2021 takes place on the morning of 28th January, and covers topics such as how advertising can help the UK’s recovery, lessons learned from 2020, and how we can collectively rebuild the public’s trust in our industry and the advertising we produce. It promises a fresh start, with renewed energy for us all, so roll up, roll up… step this way for tickets!
What began as a trial in consultation with ISBA last year, has become an established way of working for ITV too. We’re now making a long-term commitment to end charges for bookings made after Advanced Booking (AB) deadlines, up to the month of transmission. It means you can still have the certainty of your campaign guarantees and benefits if you want them, or can instead choose to book later without any charges and with work towards caveats.
We’re also extending our deferment support into 2021 to ensure that, if national or local Government policy directly prevents you from trading, then your campaign can defer with no additional charges until restrictions are eventually relaxed.
Plus, we’re talking to an increasing number of partners who are planning to run regional tests after lockdown, as a way of experimenting with different / localised creative treatments when restrictions eventually ease. With that in mind, we’ve updated our Regional Key Facts for February to help you plan.
Beyond business, lockdown is severely challenging the nation’s mental health. So, last weekend saw a new partnership forged between mental health charity Mind and ITV’s Britain Get Talking initiative.
The campaign - driven by 23 Red and endorsed by Public Health England - jointly urges the nation to ‘Stay At Home’ and ‘Stay In Touch’ by checking in on those who might need it most, as a new year’s resolution. The creative treatment was produced by ITV Creative, and is set to reach 42M viewers across our linear and VOD channels in the first 2 weeks alone.
Last weekend also saw the launch of a new partnership with sports data and content provider Timeform, teaming up with ITV Racing’s ‘The Opening Show’, as they help punters make those all important picks for the weekend's betting.
This partnership sees Timeform provide ITV Racing’s presenters and viewers with crucial info displayed on an on-screen data ticker (a.k.a. ‘crawl bar’) as well as a bespoke editorial segment that picks a Star Of The Day. It’s not only ITV Racing’s first ever Product Placement, but is also the first PP campaign within sports coverage for 7 years.
If you tuned into our online Palooza just before Christmas, then you’ll have seen our programming chief Kevin Lygo preview his picks for 2021. Top of his list was true-crime drama The Pembrokeshire Murders, starring Luke Evans and Keith Allen, which was stripped across 3 nights last week. The story told of how detectives combined DNA techniques with a seemingly random clip from legendary game show Bullseye, to solve a string of previously unconnected murders. The first episode launched with 6.3 million overnight viewers, and became our biggest drama launch since 2016.
But that was just the launch… we’re in the world of consolidated viewing. The three-part series averaged 9.6m viewers, rising to 10.9m when same-day repeats are included. Looking at viewing on TV sets only, the series averaged 9.3m TV viewers, making it the biggest ITV new drama series since Broadchurch in 2013. It was also the biggest new drama series on any channel since BBC One’s Bodyguard in 2018.
If you need something a little crazier to keep you sane in these darker nights, then get up to speed with The Masked Singer - Britain’s biggest ‘who-sung-it’ - which attracted its biggest overnight audience of the series so far last Saturday with 6 million viewers (and its second biggest ever.)
And finally… you’ll know that TV viewing patterns changed dramatically across last year and, with 2020 finally in our rear view mirror, we’ve put together a guide to the key themes. For example, the importance of entertaining the nation, informing viewers with trusted reporting, plus the performance of genres such as daytime viewing, soaps, news bulletins and individual channel highlights. In short, there’s lots of stuff to cut-and-paste if you’re producing your own review of 2020.
If there’s any way we can help with the future you’re creating right now, then please let us know. In the meantime, have a great weekend, see you at Reset 2021 and we’ll share more in a few weeks!
MD, Commercial, ITV