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ITV used its detailed audience attributes to target show-specific messaging, causing conversion-to-viewing rates to more than double for its ITVX push notification campaign. Likewise, an ITVX email campaign nearly doubled its conversion rate, from 6.5% to 12.5%.
Dec 8, 2022 · For the campaign ITV’s Marketing team have identified a target audience ‘Mainstreamers’ – a sizeable audience segment increasingly watching more and more of their TV content via streaming services, and who are primarily interested in big, high quality, mainstream content, which ITV has always excelled at.
Sep 11, 2023 · The new service is also attracting light viewers, our target audience, with viewing in that specific demo up 93% across the first six months in 2023.
Dec 7, 2022 · December 7, 2022 | 8 min read. ITV is about to embark on its biggest marketing campaign to date with a £45m push of its shiny new streamer ITVX, its chief marketing officer explains. ITVX lands...
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ITV’s unique ability to deliver mass audiences, as well as more targeted demographics across the family of channels, has enabled us to again increase our share of the television advertising market (SOB) to 47.6% from 47.4%. ITV delivered 99% of all commercial audiences over fi ve million and 96% of all commercial audiences over three million.
A segmentation project conducted with YouGov identified a target market of 23 million people – dubbed ‘mainstreamers’ – who felt indifferent to the ITV brand and therefore represented an opportunity for reappraisal. Research complete, the marketers led weekly cross-functional workshops to build internal support for the revamp’s £165m price tag.
ITV’s prime time 16-34 audience was 12% greater than BBC One’s. Over a quarter of people watching broadcast television are tuned into an ITV channel in the evening, with ITV Family’s prime time SOV at 25.4% for 2020.
