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Trading T&Cs

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 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.

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 2021

Headlines include...

  • 83% rate the current prospects of the UK as 6/10 or lower
  • Mental health is the biggest issue facing young people
  • COVID-19 and climate change are the biggest global issues
  • A steady job and a family are their 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

Trends covered recently include…

  • The rise of TikTok
  • The decline in sharing posts on social media
  • Travelling versus environmentalism
  • Activism

(More info available on request)

The ITV Village Youth Panel (Coming Soon)

  • 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  

  • A bespoke Youth subpanel to be added in H2 2020

(More info available on request)

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