How to turn audiences into talkers, sharers and buyers.

ITV have created a toolkit to help brands create compelling content for various audience needs, and uncover the cultural codes of influential content within mainstream popular culture.

Want To Learn More?

If you're interested in how this research can help shape your campaigns, please email lucy.irving@itv.com to arrange a bespoke session.

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Key Findings

The 6 Codes of Influential Content

Here is a glimpse into the territories we’ve identified that can help brands crack the cultural code...

1. Into the Unknown: Content that makes us feel safe by making the unknown, known. Exposing us to the dark side of life (think True Crime, gripping dramas and taboo topics). This sparks the audience's curiosity, getting them to investigate for themselves.

48% of audiences say they have researched topics or information after engaging with Into the Unknown content

2. All Together Now: The ultimate community builder. Familiar formats with epic scale (think The Traitors or Soccer Aid). This is our most influential code, driving tangible action like event attendance, purchases and fandom formation.

31% of audiences say they have attended an event as a result of engaging with All Together Now content

3. Keeping it Real: Validating audiences' lived experiences through raw, down-to-earth storytelling. This content turns audiences into fierce advocates who share and promote what they see.

24% of audiences say they posted online about the Keeping it Real content

4. Of the Moment: Content that gets us on our soapboxes. Topical, shocking, and debate-worthy, the content in this code actually changes hearts and minds.

41% of audiences said they changed viewpoint or perspective on a topic after engaging with Of the Moment content

5. Beating the Odds: Watching people overcome almost impossible challenges (think Games shows or YouTube challenges) gives us all a boost by proxy, encouraging us to step outside our comfort zones.

14% of audiences said they were inspired to do something outside of their comfort zone after engaging with Beating the odds content

6. In the Know: Friendly experts guiding us through life (think Martin Lewis or Sort Your Life Out). This code drives direct, fundamental behaviour change.

28% of audiences said they were inspired to make a change to their daily lives as a result of engaging with In the Know content

Want To Learn More?

If you're interested in how this research can help shape your campaigns, please email lucy.irving@itv.com to arrange a bespoke session.