CULTURAL CONTEXT
The public's view of life in the UK is pretty bleak at the moment…
Embedded Files
7/10
Brits believe that life in the UK is tougher today for many people than it has been for years.
Source: ITV What Unites Voters, 2024
50%
while over half of us believe that
it’s not going to get better.
Source: ITV What Unites Voters, 2024
CONSUMER MINDSET
Life’s too short…
Brits will still be feeling the pinch of the cost of living crisis, but will be looking for ways to release the pressure by indulging in small moments of joy and hedonism, whether it’s a girls’ trip or ordering our favourite takeaway after a long day.
“Me and my friends always say ‘what a sad little life’ from that Come Dine With Me clip, whenever we do something stupid.”
Female, 25-34
Source: ITV Hey Hunni, 2024
HOW THIS PLAYED OUT IN 2024
THE MASKED SINGER
PULLING IN OVER 5M
viewers on average,
every episode
Its a talent show that pits celebrities against each other, whilst dressed as…a table lamp…what’s not to love!
SATURDAY NIGHT TAKEAWAY
5.2M
On average, drawing in 5.2m viewers, with an increase of +368% in minutage consumed.
ITV’s juggernaut Saturday night show - the ultimate family night moment filled with silly laughs, entertainment and fun!
BRITAIN'S GOT TALENT
AVERAGES
5.8M
viewers
Iconic talent show filled with hope, laughs and off the wall moments.
STAND UP COMEDY
+26%
We consumed almost 4m minutes of comedy drama in 2024, with stand up comedy one of the biggest risers in audience numbers.
With the mood of the nation down, is it any wonder we are increasingly turning to shows like Plebs, Edinburgh Fringe highlights and Changing Ends to get our daily dose of humour?
Sources: TV & Online 1-28 days + Pre-broadcast; ITVX First Party Data
SHOWS TO LOOK OUT FOR IN 2025
SHOWS TO LOOK OUT FOR IN 2025
SHARK! Celebrity Infested Waters
SHARK! Celebrity Infested Waters
We are a dark-humoured nation, and this is a show pitching Celebrities against Sharks. Expect adrenaline-packed challenges and plenty of excitement - need we say more?
WHAT THIS MEANS FOR BRANDS
WHAT THIS MEANS FOR BRANDS
1
A bit of comic relief: tap into observational and self deprecating humour during tough times to drive brand love.
2
Get nudging: give consumers permission to indulge through easily accessible activations.
3
Pressure release: align with moments of pure joy and escapism such as Saturday nights, cultural celebrations and indulgent binge watches.
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