70 years ago, we aired the UK’s first ever TV ad. And to celebrate this cultural landmark, we'll be taking you on a journey through 70 years of British cultural and creative shifts - from the best ads to the most powerful insights, we've got it all!
70 Years of Women
For 70 years, ITV has been more than entertainment; it’s been a mirror and a megaphone for British life. From the first soap to the latest hit drama, our screens have reflected not just stories, but the shifting culture around them. Few shifts have been as powerful as the way women have been portrayed on screen and in the ads that sit between our shows.
From trailblazers like Barbara Mandell to modern icons like Alison Hammond, ITV has celebrated women’s strength, diversity and authenticity on-screen and in the ads that sit between our shows.
70 Years of Home -
with Cambridge Cultura
Our footage tells a national story – not just of news events or royal weddings, but of kitchens refitted, sofas rearranged, walls repainted. The dramas we air, the adverts we show, the homes we film: together, they chart a quiet revolution of domestic life.
…And we’ve been part of yours. ITV is a guest in the British home. We’ve occupied a moving picture-frame in pride of place, jostling for position amongst your family photos, coffee-cups and car keys. We’ve been in the background of every major family occasion going. We know that any image that we broadcast has the privilege of becoming part, however briefly, of your home.
Download the full insights from Cambridge Cultura below:
70 Years of Dining
From meat-and-two-veg to microwave meals, from avocado toast to air fryers and protein bowls, the way Britain eats tells a powerful story about who we are and how we live. Dining is never just about food, it’s about culture, connection, and the forces shaping everyday life.
Our latest insights blend semiotics, 70 years of subtitle data, expert interviews and national datasets to explore how dining has evolved from the dining table to the TV dinner, from pub culture to Deliveroo nights in. It’s a must-read for brands hungry to understand how food culture reflects and drives wider shifts in modern Britain.
70 Years of Play
For as long as there have been people living together, there have been games - winning, competing and playing together has played a vital role in cultures since (according to historians) 6000 BC. And the games we play reflect and influence the society we live in - from our deepest desires, to the skills we value, and how we relate to one another.
So, we've utilised a blend of semiotics, analysis of 70 years of subtitle data, expert interviews and national data sets to unearth the interaction between how we play and wider cultural forces - a must-read for brands who want to meaningfully connect with modern Brits.
