More than nine in 10 ads shown on traditional broadcast TV are only being seen by half of households in the UK.

Stephen Arnell examines the UK trend for antipodean imports and looks ahead to the the return of Neighbours on Amazon’s Freevee.

TikTok is not simply a substitute of viewers’ attention from traditional media formats. The rise in demand for ‘snackable’ content presents a much bigger cultural shift, writes the editor.

The pandemic is well and truly over when it comes to impacting the UK’s media habits, as both broadcast TV viewing and streaming subscriptions have reversed after the Covid lockdown boom of 2020 and 2021.

“This is the worst advertising recession we’ve seen since the global financial crisis [in 2008],” ITV CEO Carolyn McCall has warned after the UK’s biggest commercial broadcaster suffered a double-digit drop in ad revenue.

Saturation and economic factors are limiting investment and increase competition. TV buyers must consider additional audience research and varied channel mixes, writes VCCP Media’s AV director.

The Future of Media, The Media Leader’s flagship conference with Adwanted Events, will host multiple insightful sessions based on seven distinct themes happening across three stages over two days.

Global first in-house ad campaign for its hit music radio station Capital will run on TV, cinema, outdoor and social media.

Brands should use cinema activations at the beginning of campaigns as a “primer” for other media, delegates heard today. 

Full report available at: Mediatel> Connected > Consumer Surveys