Saturday Night TV

This study is all about showcasing the magic of Saturday Night TV viewing. Saturday Night TV delivers moments that bring people together, but we wanted to showcase what this means for consumers and advertisers, and why ITV is the natural partner for this occasion.

We embarked on a 2-stage approach with Tapestry, a leading market research agency.

Diary study

A nationwide survey among n=100 Saturday Night TV viewers in the UK.
Viewers were asked to fill out a 2-minute survey on the hour, every hour, between 5pm-11pm. Viewers were asked to record their TV viewing behaviours from the previous hour, including what they watched and how they felt.
Fieldwork took place on Saturday 24th September and Saturday 1st October.

Quantitative survey

A 15-minute nationwide survey among n=2000 nat rep sample aged 16+. All respondents had to regularly watch TV via any source on a Saturday Night.
The survey focused on viewers’ routines and rituals on a Saturday Night, as well as any changes in behaviours following Covid-19 and the (potential) impact from the cost-of-living crisis.
Fieldwork took place on Sunday 25th-26th September and 2nd-3rd October.

Saturday Night TV it holds a special place in people’s hearts for multiple reasons…


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81% report ‘feeling more relaxed’ when watching TV on a Saturday evening vs. other days of the week


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Saturday Night TV is an escape from the worries and stresses of everyday life.  76% agree it’s easier to switch off when any worries when watching TV on a Saturday Night.


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Saturday Night TV is premium quality.  64% agree that Saturday Night TV feels more special.


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Saturday Night is one of the most popular nights for co-viewing.  80% state they are watching with other people

84% of the British public say they have been ‘staying in more’ on Saturday nights recently

6/10 6 of the nation’s top 10 favourite Saturday Night TV shows call ITV home

80% Are watching with others, making Saturday night one of the most popular nights for co-viewing

59% Of people agree that they are more likely to watch Saturday evening TV now

Key Takeaways…

Saturday Night TV is set to become even more important
In these difficult days, people are finding solace in TV on a Saturday Night. 84% of the British public say they have been ‘staying in more’ on Saturday nights recently.

ITV, as the home of Saturday Night TV, will benefit
ITV is already synonymous with Saturday Night TV – giving viewers everything they need

ITV viewers are engaged and attentive 
ITV viewers are more emotionally ‘dialled in’ on a Saturday evening; they notice ads and act on them – more than viewers of other channels

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