Commercial TV impact trends: better than viewing trends, worse than ideal | Aug 2018

Sectors: 
Media
Telecoms
Companies: 
Sky
Turner
UKTV
Viacom
Discovery
Channel 4
ITV

There has been no shortage of attention paid to declining TV viewing over recent years, but much of it focuses on overall viewing time rather than advertising delivery 

This is to overlook the engine driving most of the UK’s television industry. Commercial impact delivery has held up well relative to overall viewing, and is strong for certain key demographics

Nonetheless there are generational and behavioural changes afoot which are exerting downward pressures on impacts, especially for younger audiences. An archipelago of Love Islands is needed (Stranger Things have happened)
 

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