The tool uses data from ITV’s biggest ever audience research project, ITV Lives, which it launched to coincide with its recent rebrand.
The research examined audiences’ lifestyles, the brands they engage with and their technology usage. It split the audiences into four core groups (detailed below).
The tool offers detailed information about the habits of the modern viewing population in the UK gathered from the research and how they influence TV buying audiences. It can be found on the ITV Media website.
By sharing information about how its different audiences interact with media beyond the TV screen, ITV will hope to boost the amount of revenue it garners away from traditional ad break slots. The broadcaster is aiming to make 50 per cent of its revenue from “non-NAR” by 2015.
Glenn Cowen, ITV’s head of commercial research, says: “At ITV we know that we can deliver big audiences, but we also know that these audiences are not the same, so we therefore have to understand their lives and what makes them different. For us it was important to have an overview of the entire TV viewing nation, not just ITV viewers, to make the study of value to everyone.”
Its flagship channel ITV – previously known as ITV 1 before the rebrand – had a weekly reach of 73.2 per cent of the total TV viewing audience in the week to 20 January, behind only the BBC with 84.5 per cent, according to BARB figures.
ITV Commercial worked in partnership with Kantar Media and Work Research on the study, while Bounce Digital built the ITV Lives insight and planning tool.
ITV Lives’ four core audience groups
Social LIVES: the smallest and youngest end of the population who are the most sociable, mobile and are always in their connected world. They balance their TV viewing between live TV and catch-up.
Connected LIVES: the highly networked group who are dealing with young adult life and balance new technology with new responsibilities. TV sits at the heart of this group’s entertainment with on-demand services adding an extra layer of convenience.
Busy LIVES: the bulk of middle Britain where the majority are hectic families whose children introduce them to new technologies. TV’s main role in this group is the shared viewing of event TV.
Traditional LIVES: the biggest group who mainly fall in the older end of the population. Their TV viewing is mostly linear and watched via the main TV set.