CULTURAL CONTEXT
The concept of fairness is deeply important to Brits.
But at the moment we’re feeling taken advantage of…
CULTURAL CONTEXT
The concept of fairness is deeply important to Brits.
But at the moment we’re feeling taken advantage of…
ALMOST 2/3rd
of Brits believe the government does more bad than good, with a further ½ having a bleak view of big business and ⅓ believing the same of brands.
Source: ITV What Unites Voters, 2024
7/10
Brits share the belief that we need
significant societal change.
Source: ITV What Unites Voters, 2024
CONSUMER MINDSET
Giving a little respect…
There’s bubbling frustration, but at the same time we don’t want to cause a fuss! Instead Brits just want a bit of respect - whether it's from brands, institutions or one another.
Mutual respect is the number one value Brits believe the new government should promote.
HOW THIS PLAYED OUT IN 2024
Mr Bates
THE #1 SERIES
on all channels in 2024
The modern day Erin Brockovich. Mr Bates vs. The Post Office was one of the biggest shows of 2024 – if there’s anything that unites the British during a societal and financial downturn, it’s the everyman taking their revenge on corporate malpractice.
Breathtaking
5.4M VIEWERS
per episode (averages)
Driving the total medical drama genre growth up by 106% and twice as popular as Casualty
This first person tale of life on the frontline in A&E during the COVID-19 pandemic resonated so well because it delved behind the headlines, and championed the stories of those holding the nation together.
Martin Lewis
2.6M VIEWERS
per episode (averages)
As the cost of living crisis unfolded, Martin Lewis found himself with 65,000 unread emails in his inbox, all asking for his help. And the number one theme in those emails? Fairness. In a world that feels increasingly unfair, Martin has cemented his presence as the people’s champion by holding big industry to account and giving the everyman tips on how best to manage their finances.
Crime & Legal
UP 71% YOY
On all channels in 2024, 60% of the top 50 Dramas were Crime & Legal - by far the biggest sub-genre of Drama
True crime is one of the fastest growing genres in television, captivating audiences young and old as they chase the truth behind the headlines with reenactments like “Until I kill you”.
News on ITVX
+21.3%
in streaming hours
With so much chaos in the world, Brits are increasingly finding new ways to keep on top of the things that matter.
Sources: TV & Online 1-28 days + Pre-broadcast; ITVX First Party Data
Based on the first-hand experiences of a longserving witness protection officer, Protection is about what happens when the system breaks down. It’s about a police officer, Detective Inspector Liz Nyles (Siobhan Finneran), who finds herself at the heart of a major security breach and must fight the corruption within her team - all whilst keeping her witnesses safe.
1
Pause for thought: Aligning with annual events where Brits are pausing and reflecting such as holiday periods and seasonal transitions.
2
Champion underdogs: shine a light on the little guy, or take on a goliath on behalf of the public.
3
People power: show consumers the ultimate respect by giving back to their communities.