Table of Contents
Issues in the Market
-
- Main issues
- Definitions
- Abbreviations
Future Opportunities
-
- Choosing those ‘water cooler’ moments
- Save Kids’ TV
- Something for adult learners, too
Market in Brief
-
- Plotting the TV landscape
- The recession is wide reaching
- What are consumers watching?
- Attitudes favour edutainment
- Thoughts on kids’ TV
Internal Market Environment
-
- Key points
- Long TV sessions diminishing
-
- Figure 1: Time spent watching TV on an average weekday, 2004-08
- Digital Britain report
- TV equipment enjoys an upgrade
- HDTV continues to grow
- Nine in ten favour life-long learning
-
- Figure 2: Agreement with lifestyle statements, 2004-08
Broader Market Environment
-
- Key points
- Consumer expenditure contracts as recession bites
-
- Figure 3: Trends in personal disposable income and consumer expenditure, 2004-14
- One in five finding it difficult
-
- Figure 4: Current feelings about household income, 2007 and 2008
- Spending cutbacks and intentions
-
- Figure 5: spending cutbacks and intentions, May 2009
- Growing audience for kids’ TV
-
- Figure 6: Trends in the age structure of the UK population, by gender, 2004-14
- Seven in ten now online
-
- Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, 2004-09
Competitive Context
-
- Key points
- At-home leisure thriving
-
- Figure 8: Consumer expenditure on selected leisure goods and activities, 2003-08
Strengths and Weaknesses in the Market
-
- Edutainment
- Strengths
- Edutainment popular with consumers
- Main PSB channels have increased their factual output
- Weaknesses
- Vulnerable to cutbacks
- May be considered dull
- Escapism
- Strengths
- Popular with women and younger generations
- A re-focusing on escapism from some broadcasters
- Weaknesses
- Attitudes not as positive as might be expected
- Move away from escapism in other markets
The TV Market
-
- Key points
- Multichannel TV penetration continues to grow
-
- Figure 9: UK multichannel TV households, by platform, 2004-09
- Freeview the most popular platform on all sets
-
- Figure 10: Take-up by platform in all TV homes, Q1 2009
Segment Performance
-
- Key points
- BBC1 still the most popular channel
-
- Figure 11: Monthly viewing summary, average weekly viewing per person, Jan-June 2008
- Figure 12: Monthly viewing summary, average weekly viewing per person, July-Dec 08
- Figure 13: Monthly viewing summary, average weekly viewing per person, Jan-Jun 2009
Companies and Brands
-
- Key points
- Widespread programming cuts as industry comes under pressure
- Major investors in programming
-
- Figure 14: Five main channels’ programme spend, by broadcaster, 2004-08
- The BBC
-
- Figure 15: BBC network television hours of output by genre, 2007/08 and 2008/09
- ITV plc
- Channel 4
Who Watches What and When?
-
- Key points
- Two thirds like to keep on top of news/current affairs
-
- Figure 16: Type of TV programming watched all the time, June 2009
- Younger generations just want a laugh
- Women like a bit of drama
- Soap operas are all or nothing
-
- Figure 17: Type of TV programming watched occasionally, June 2009
- Age and gender bias less apparent among occasional viewers
- Reality TV and soap operas biggest turn-offs
-
- Figure 18: Type of TV programming never watched, June 2009
- Gender and age bias reappear
- Younger viewers shy away from edutainment
-
- Figure 19: Escapism and edutainment, by age and gender, June 2009
- News/current affairs and documentaries/history go together
-
- Figure 20: Most popular type of TV programming watched all the time, by type of TV programming watched all the time, June 2009
- Quiz show viewers most enthusiastic
-
- Figure 21: Next most popular type of TV programming watched all the time, by type of TV programming watched all the time, June 2009
Why do People Watch?
-
- Key points
- Attitudes towards TV
-
- Figure 22: Attitudes towards type of TV programming watched, June 2009
- Half of female respondents use TV to switch off
- TV to help switch off and cheer up
-
- Figure 23: Most popular attitudes towards type of TV programming watched, by attitudes towards type of TV programming watched, June 2009
- Figure 24: Next most popular attitudes towards type of TV programming watched by attitudes towards type of TV programming watched, June 2009
- Attitudes reflect viewing habits
-
- Figure 25: Most popular attitudes towards type of TV programming watched, by type of TV programming watched all the time, June 2009
- Figure 26: Next most popular attitudes towards type of TV programming watched, by type of TV programming watched all the time, June 2009
- Occasional viewers less defined
-
- Figure 27: Most popular attitudes towards type of TV programming watched, by type of TV programming watched occasionally, June 2009
- Figure 28: Next most popular Attitudes towards type of TV programming watched, by type of TV programming watched occasionally, June 2009
- Attitudes also reflect what is never watched
-
- Figure 29: Most popular attitudes towards type of TV programming watched, by type of TV programming never watched, June 2009
- Figure 30: Next most popular attitudes towards type of TV programming watched, by type of TV programming never watched, June 2009
Parental Attitudes Towards Kids’ TV Viewing
-
- Key points
- Watching edutainment encouraged by four in ten parents
-
- Figure 31: Parental attitudes towards kids’ TV viewing, June 2009
- Educational levels affect parental concern
- Older children have greater freedom
- Fewer TVs where advertising is limited
-
- Figure 32: Most popular parental attitudes towards kids’ TV viewing, by parental attitudes towards kids’ TV viewing, June 2009
- Figure 33: Next most popular parental attitudes towards kids’ TV viewing, by parental attitudes towards kids’ TV viewing, June 2009
Targeting Opportunities
-
- Key points
- Target groups
- Turn On, Tune Out (29% of internet users aged 16+ or 10.2 million adults)
- The Engaged Audience (26% of internet users aged 16+ or 9.1 million adults)
- Non-analytical Viewers (45% of internet users aged 16+ or 15.8 million adults)
- Lean back or lean forward?
-
- Figure 34: Attitudes towards type of TV programming watched, by target groups, June 2009
- News/current affairs top for all groups
-
- Figure 35: Type of TV programming watched all the time, by target groups, June 2009
- Occasional viewing fairly similar
-
- Figure 36: Type of TV programming watched occasionally, by target groups, June 2009
- Turn On, Tune Out have fewer turn-offs
-
- Figure 37: Type of TV programming never watched, by target groups, June 2009
Appendix – Internal Market Environment
-
-
- Figure 38: Number of television sets, 2004-08
- Figure 39: Screen size, 2004-08
-
- Figure 40: Screen type, 2006-08
- Figure 41: Television features, 2004-08
-
Appendix – Who Watches What and When?
-
-
- Figure 42: Most popular type of TV programming watched all the time, by demographic sub-group, June 2009
- Figure 43: Next most popular type of TV programming watched all the time by demographic sub-group, June 2009
-
- Figure 44: Most popular type of TV programming watched occasionally, by demographic sub-group, June 2009
- Figure 45: Next most popular type of TV programming watched occasionally, by demographic sub-group, June 2009
-
- Figure 46: Most popular type of TV programming never watched, by demographic sub-group, June 2009
- Figure 47: Next most popular type of TV programming never watched, by demographic sub-group, June 2009
-
- Figure 48: Most popular type of TV programming watched occasionally, by type of TV programming watched occasionally, June 2009
- Figure 49: Next most popular type of TV programming watched occasionally, by type of TV programming watched occasionally, June 2009
- Figure 50: Most popular type of TV programming never watched, by type of TV programming never watched, June 2009
- Figure 51: Next most popular type of TV programming never watched, by type of TV programming never watched, June 2009
-
- Figure 52: Escapism and edutainment, by demographic sub-group, June 2009
-
Appendix – Why do People Watch?
-
-
- Figure 53: Most popular attitudes towards type of TV programming watched, by demographic sub-group, June 2009
- Figure 54: Next most popular attitudes towards type of TV programming watched, by demographic sub-group, June 2009
-
Appendix – Parental Attitudes Towards Kids’ TV Viewing
-
-
- Figure 55: Most popular attitudes towards children's TV viewing, by demographic sub-group, June 2009
- Figure 56: Next most popular attitudes towards kid's TV viewing, by demographic sub-group, June 2009
-
Appendix – Targeting Opportunities
-
-
- Figure 57: Target groups, by demographic sub-group, June 2009
-
Back to top