Thinkbox
The Cultural Compass helps you identify the channels best positioned to connect your brand with culture. Select the channels below to explore how each performs across different dimensions of culture.
The tool uses data from Cultural Advantage, research based on a nationally representative survey of 2,000 UK adults aged 16+. Respondents assessed the cultural impact of a range of media channels, including TV, cinema, radio, podcasts, video-sharing platforms, social media, newspapers and magazines, and content creators.
The study measures the impact across the seven dimensions of culture (cultural entry point): continuity, purpose, bonding, affirmation, transformation, bridging and currency.
The results show that every media channel has a distinct cultural signature. The larger the area on the chart, the broader the channel’s influence across these seven dimensions.
How to use
- Select the channels you want to compare. Hover over the info icon to see what’s included.
- Select an audience (see below for sample size)
- Results will automatically display as channels are added and audiences are updated.
- Hover over the info icon for each cultural entry point to see its definition.
How to read
Each axis is one of the seven Cultural Advantage measures. A channel's score shows how far its performance sits above or below the all-media average (100) for that measure.
The further out, the stronger the association — and the larger the area represented, the broader and more holistic its cultural influence.
Appendix
The following sample sizes apply to each audience.
| Audience | Sample size |
| Male | 993 |
| Female | 997 |
| 16-34 | 550 |
| 35-54 | 661 |
| 55+ | 788 |
| 16-24 | 231 |
| 25-34 | 319 |
| 35-44 | 324 |
| 45-54 | 337 |
| 55-64 | 321 |
| 65+ | 467 |
| ABC1 | 1132 |
| C2DE | 866 |
| AB | 516 |
| C1 | 616 |
| C2 | 412 |
| D | 243 |
| E | 211 |
Cultural impact glossary
| Affirmation | Celebrates heritage and sustains norms |
| Bonding | Strengthens connection with their own community, place and identity |
| Bridging | Connects people with those who are different from them |
| Continuity | Creates relevance and influence over the long term |
| Currency | Reflects what’s current, fashionable, niche and trending |
| Purpose | Worthwhile, contributes to the ‘good life’ and wellbeing |
| Transformation | Challenges norms and celebrates change |
Channel list
| TV (live e.g. BBC, ITV etc or catch up/streamed via a service such as ITVX, BBC iPlayer or Netflix) |
| Cinema (Big screen and dark room) |
| Radio (Linear radio and digital audio including streaming services such as Spotify) |
| Podcasts (inclusive of video and audio) |
| Video sharing sites (e.g. YouTube) |
| Social media (e.g. TikTok, Instagram, Facebook) |
| Newspapers or magazines (print or online) |
| Content creators (a content creator is somebody who creates written posts and videos on social media or video sharing sites) |
| Outdoor billboards and posters |
