CULTURAL CONTEXT
Our faith in others is waning...
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Life in the UK feels like survival of the fittest, with “competitiveness” being seen as the third highest value (behind tolerance and resilience) we associate with life in the UK.
3/4
Brits believe that
we are becoming
an angrier society.
Source: ITV What Unites Voters 2024
77%
Believe that people are
more self centred and
less considerate nowadays.
Source: ITV What Unites Voters 2024
“I do more things I love everyday, say no to the plans that don’t fulfil me, and stay away from toxic people. I’d rather spend time alone and protect my peace than be with fake friends.”
Grace, 24, Loughborough
Source: ITV What Unites Young Adults 2023
CONSUMER MINDSET
Brits are embracing a ‘comfortable doing me’ attitude. We trust ourselves to navigate through tricky situations using our own savvy know-how and life experiences, rather than relying on others or institutions.
“Things have become so much more expensive overall, if I can get the same quality for a lower price, I will switch. We cannot afford to be loyal to brands anymore.”
Female, 55+
Source: ITV Race to the top 2023
HOW THIS PLAYED OUT IN 2024
Fortune Hotel
18X MORE
VIEWERS
than the sub genre average – 2.3m vs. 132k
Traitors meets Love Island in this high stakes game of deceit and skill where couples use their ingenuity to fight for a suitcase containing £250,000.
Traitors
8 MILLION
VIEWERS
Phenomenon that took the nation by storm; showing what it means to trust one’s instincts, believe in yourself and how to lie, cheat and manipulate your way through pain, disappointment and the hopeful thrill of victory.
Kate Garraway's documentaires
38X
BIGGER
than the average for its sub genre
A heartbreaking story of love and endurance that tells the tragic story of Derek Draper’s experience with long covid.
Traitors meets Love Island in this high stakes game of deceit and skill where couples use their ingenuity to fight for a suitcase containing £250,000
Trigger Point
3RD MOST-WATCHED
ITV programme of 2024 with 8m
Rooted in realistic real-world events, this nail-biting format centres around Vicky McClure’s characterisation of a bomb disposal expert navigating personal and global crises.
Cooking Genre
8.2M
viewer minutes
Cooking shows such as “Cooking with the Stars” and “James Martin’s Saturday Kitchen” are the television equivalent of comfort food, providing equal parts inspiration for self-improvement and
laid-back indulgence.
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
Out There
Out There
Airing on Sunday, 19th January, 2025
This 6-part drama depicts the devastating invasion of the land our farmer (played by Martin Clunes) cherishes. As his livelihood, homestead and family life are threatened by local county lines moving drugs and
money between their urban hubs, Martin Clunes must protect both his land, and his family, in this gripping tale of self preservation and endurance.
WHAT THIS MEANS FOR BRANDS
WHAT THIS MEANS FOR BRANDS
1
Embrace the savvy switchers: Brits feel less loyal to brands so reward those who are choosing to switch to yours.
2
Hidden strengths: leverage your products' ‘invisible’ strengths i.e. durability, comfort, safety.
3
Champion individual choice: align with content that consumers actively choose to engage with such as video on demand.
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