Headline TV broadcast figures in Great Britain have been steadily declining for 20 years leading some to suggest that TV viewing is in its death throes. This masks the fact, however, that the way in which we watch TV has become increasingly fragmented and that overall TV viewing figures remain steady. As it stands, the ‘death of TV’ is a misnomer.
The Broadcast to Narrowcast report will show you how people are watching similar content but now in different ways which creates new opportunities for advertisers to target different groups. It will also show you how within this new fragmented TV world, word of mouth recommendations are still key to content discovery. This report is in three parts:
- The first part analyses the current state of TV viewership in Great Britain.
- The second part of the report shows how different segments watch TV.
- The final part uses YouGov Profiles data to show how traditional TV advertising is still effective and an exploration of how people choose which TV programmes to watch.
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