Fan culture drives popular culture; it’s the (not so secret) source behind TV’s biggest moments, whether that’s a dramatic soap cliffhanger, a nail-biting sports final or the latest addictive reality show. 

But what are the universal characteristics of a fan? And what makes someone a fan rather than just a viewer?

Our most recent research project, commissioned with cultural consultancy Crowd DNA, set out to answer these questions and discover what behaviours, emotions and motivations unite fans of all forms - from Leeds United diehards to Love Island fanatics.

Sign up and join Will Best, co-host of Big Brother, on the 3rd of May at 11am BST as he presents our next webinar debriefing the research and exploring how you can leverage the insights to authentically sit at the heart of popular culture and drive fame for your brand.

Lucy Irving, ITV's Senior Cultural Strategist, will share the headlines from the research, and joining us for our panel discussion will be: 

  • Katie Rawcliffe, Head of Entertainment Commissioning, ITV

  • Mark Demuth, Controller of Sport Production, ITV

  • Jodie Fullagar, Co-founder and Co-CEO, Run Deep

  • Kate Waters, Director of Client Strategy and Planning, ITV

There will also be a live Q&A so secure your spot below and tune in to join the conversation and learn how these insights can help inform your brand's plans.


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