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Monthly TV Report Highlights
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People in the UK watched an average of 19.7 hours of commercial TV a week during December (2.81 hours per day), a decrease of 4% year on year |
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Total broadcast TV viewing (including BBC) was 30.62 hours a week (4.37 hours per day), down by 6.6% year on year |
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Commercial TV’s share of viewing in December was 64.3%, up from 62.7% last December |
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Total commercial impacts were down 5.6% compared to December last year |
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The top five most watched TV ads in December were for Currys and PC World Stores, ASDA, Comet, DFS and The Co-operative |
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You can view the full monthly report for viewing by clicking here or the latest spend data by clicking here
TV in Depth
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Tess Alps, Chief Executive of Thinkbox takes a bird’s eye view of commercial TV in 2010 and looks forward to what we can expect from 2011. 2010 was a year where linear TV viewing increased to the highest level since records began and linear TV ad revenue significantly outperformed the total market - and all other media it appears - to set a new high for TV ad revenues. The year also saw the dawn of a new era of social TV, when people acknowledged and embraced the powerful relationship between TV and online social media. -
Linear, broadcast TV viewing reached an all time high in 2010 also which also meant an increase in the number of TV ads viewed. Increased viewing was driven by greater choice of TV to watch as more households switch to digital TV; new TV technologies (such as HD and digital TV recorders) enhancing the TV experience; on-demand TV services which send people back to the broadcast schedules and, of course some excellent TV programming. Here are some of the key facts and figures behind this success. -
TV’s share of total advertising has now grown for three years in succession and its share in 2010 returned to 1990s’ levels. In addition to this linear TV market, online TV was one of the fastest growing elements of online display. All in all, a fantastic result. Here you can have a look at the top spending categories for commercial TV; which holding companies and brands where most active and which showed the biggest increases in spend. -
Technology is enhancing the TV experience and some people are already living in TV’s future – equipped with connected or 3D TVs and with a smartphone or tablet at hand. But, despite the technological advances, the main TV set in the sitting room remains the magnetic core of the TV experience; people continue to prefer to watch TV as it is broadcast, sitting on their sofa, in the company of others, looking at a beautiful TV set whose average screen size has been increasing by an inch a year. Here you can catch up with how TV technologies are helping us to get more of the TV we want, and also how we watch TV with all this great kit. -
2010 saw the dawn of a new era of social TV, when people acknowledged and embraced the amazing and powerful relationship between TV and online social media. Inspired by all types of shows from the election debates to The IT Crowd via Downton Abbey, and popular ads like Yeo Valley’s rapping farmers and Thinkbox’s own Harvey the dog, increasing numbers of people are giving live, online reaction to TV via social media; uploading pastiches to YouTube, joining TV-related Facebook groups, and airing their views on Twitter. Here you can find out about ‘two-screening’ and the drive to live. -
Despite being at the start of recession, Premier Foods put their faith in big brand advertising, stunning creativity and substantial media spend. The 'As good today as it's ever been' campaign successfully revived the modern relevance of Hovis, generating up to £90 million incremental profit, and a payback of approximately £5 for every £1 spent. You can find out more about this excellent campaign and the other worthy winners from 2010 right here. Many congratulations to all! -
Creativity = business success, as our research with the IPA showed emphatically. Creatively awarded advertising campaigns are 11 times more efficient at driving market share. The Thinkboxes, launched in April 2008 in association with Haymarket Brand Media, are bi-monthly awards that celebrate and honour the vast, inspirational spectrum of great TV commercial creativity. Here you can browse the very best of 2011 and find out about the people behind the work. -
Great programmes remain the reason why people watch TV, why they remain as in love with TV as they ever have been, and why there is no doubt that TV in all its forms will remain at the centre of our lives for as long as we can imagine. Commercial broadcasters continued to show the very best content in every genre and to maintain the unrivalled environment that TV provides for advertisers. Here are some of the highlights from 2010. -
The UK leads the world in TV content. Its programmes, programme formats and the best of its advertising continue to ignite imaginations around the world and bring people together in living rooms, office kitchens, pubs and online in a way little else can. TV remains one of our most bonding cultural and social glues as well as a major contributor to the UK’s GDP. Programmes from UK commercial channels put in another strong performance at the major award ceremonies in 2010. Here’s the top line from the BAFTAs, the Royal Television Society Awards and the National Television Awards. -
Manning Gottlieb OMD’s work for Waitrose, shifting the brand’s TV activity from seasonal advertiser to integrated content provider, not only scooped the 2011 Grand Prix, but also “Best Use of TV in an integrated campaign”. PHD North, MPG Media Contacts, UM London, Bartle Bogle Hegarty, Digital and Direct Communications and Mediacom were also amongst the category winners. From here you can watch some short films about these brilliant and effective campaigns, read the entry summaries, take a peek at the ceremony and find out what the 2011 judges thought.
TV at a Glance
TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. This part of our website is designed to give you a snapshot of what’s been going on in commercial television. You can catch up with our latest monthly TV report, and review all the key facts and figures for commercial TV in 2010 - TV viewing, TV advertising investment, TV technologies, broadcaster highlights and programme awards – or follow some quick links to some of the most creative and effective campaigns of 2010.
Associated content
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Inform. Inspire. Involve. That’s exactly what Thinkbox seeks to do and our research is no exception. Here you can delve into a fascinating body of work, both past and present, to help you get to grips with how TV works, why it works, and how it will develop in the future. -
Thinkbox hosts a rolling programme of inspirational events, all designed to help people understand how to get the best of TV. Here you can find out what’s coming up next and also view presentations and films from our previous events. -
Here you can download TV’s annual review for 2010; a treasure trove of facts, research and comment about commercial TV and TV advertising over the past year. In 2010 linear TV viewing increased to the highest level since records began and linear TV ad revenue significantly outperformed the total market. The year also saw the dawn of a new era of social TV, when people acknowledged and embraced the powerful relationship between TV and online social media. You can read all about this - plus the key info on commercial impacts, advertising investment, new TV technologies and more - in this report. Please log in to be able to download it.