Event TV

ITV approached Other lines of enquiry with a brief to conduct a major new study of group TV viewing and the benefits it offers to advertisers. ITV has published the findings from its largest piece of TV research this year, into Event TV.

Plan

Other lines of enquiry conducted a detailed ethnographic study of 16 viewing groups and a quantitative study of 5,000 people. The aim was to learn more about group viewing behaviour and establish the unique benefits 'group viewing' of particular content offers advertisers. The starting hypothesis was that not all TV viewing is equal.

Results

The results identify viewers who have the strongest relationship with TV as 'True Fans'. They also establish a firm definition of Event TV as being 'high interest content delivered at the right time and place to its true fans'. Event TV works hardest among 'true fans' and creates unique qualities, including being highly anticipated, time-sensitive and an experience shared up and down the country, making it the UK's most talked-about and enjoyed TV.

Case notes

"We commissioned this research to provide us and our advertising clients with a deeper understanding of group viewing habits and the level of passion and motivation that true fans show towards Event TV. The findings prove that a significant proportion of ITV's mass audiences are more engaged with Event TV and view in group situations. Crucially, brands advertising around Event TV are more likely to be discussed, considered and purchased by viewers."

Rupert Howell, Managing Director of ITV Brand and Commercial