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Whilst ITV continues to offer mass reach against youth audiences- 74% average monthly reach and 15 of the top 20 programmes on commercial television in 2019 (source: TechEdge/BARB Jan-Dec 2019)- there is more competition for young people’s time and attention than ever before. As such, it is absolutely crucial that we as a company keep across any developing trends and behaviours amongst this age group so as to ensure that we can optimize our youth content output to best suit their rapidly evolving needs and media consumption habits.


This is where the Booth comes in. The Booth is ITVs ongoing youth research initiative focusing on 16-24s, and features a vast library of resources relating to a broad selection of topics from who they are, what they think and feel, and their attitudes and behaviours, to how and what media they are consuming.


A snapshot from our latest Youth Tracker research:

Favourite adverts Dominos 'yodel' advert was the most recalled ad of the last 6 months. Just Eat's sponsorship of Love Island has also cut through amongst 16-24s.

Most popular TV shows Include Sex Education, The Great British Bake Off, I'm a Celebrity and Saturday Night Takeaway.

Top celebrities Marcus Rashford was by far the most talked about celebrity of the last 6 months. Coldplay, Ed Sheeran, Arctic Monkeys & Billie Eilish were the most mentioned when it came to 16-24 year old’s favourite musicians.

Mental health matters Mental health was seen as the biggest issue facing young people today, followed closely by house prices.

just eat idents 2
Marcus Rashford
Dominos yodel 2
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Highlights from our latest Youth Viewing Report

Best performing ITV main channel was the best performing commercial channel & biggest digital channel for 16-24s in Q3 2021

Most watched The Euros semi final was the most watched TV programme for 16-24s in Q3 2021

5 of the top 10 On the terrestrial commercial channels, ITV took 5 of the top 10 spots for most watched programmes amongst 16-24s in Q3 2021

6 of the top 10 ITV2 had 6 of the top 10 digital programmes for 16-24s in Q3 2021

Recent studies include:

The Booth Youth Tracker


  • Fieldwork conducted every 6 months at the start of H1 and H2 (Sample of 500 16-24s)
  • Topics covered include their outlook on life, the state of the UK and their media consumption habits
  • Scope for external partners to get involved- next wave will go into field January 2022

Headlines include...

  • Marcus Rashford & Simone Biles are examples of celebrities who have stood out to 16-24s over the past 6 months
  • Mental health is the biggest issue facing young people, followed closely by house prices
  • Climate change and poverty & inequality are the biggest global issues
  • A steady job, a loving family abd successfully completing their education are the main priorities for the future

(More info available on request)

Authenticity: It’s In Fashion


  • Fieldwork conducted in Q1 2019

  • Qual stage of 4 focus groups followed by questionnaire fielded to 1000 16-24s

  • Regression analysis of performance of 25 fashion/sportswear brands and 100 fashion/sportswear ads

  • Paper presented at the MRS Youth and Kids conference 2020

Key findings

  • Authenticity has a strong relationship with brand likability, consideration and purchase intent
  • Brand can display good CSR through supporting causes relating to issues found in the lives of young people today
  • No Wokewashing

(More info available on request)

Regular Trends reports

ITV Commercial has its disposal a vast array of trends reports and trackers relating to youth audiences. These include...

  • The ITV Youth Attitudes and Behaviours report
  • The ITV Top Youth Brands report
  • The ITV Youth Viewing report

(More info available on request)

The ITV Village Youth Panel 

  • ITV’s very own online community panel of 9.5k television viewers

  • To date clients have used it for concept testing, campaign evaluation and category insights  

  • Now includes a bespoke Youth subpanel of over 1400 16-24s who can be consulted for answers to burning questions relating to young people

(More info available on request)

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