5 cool stats to start your week
TV and streaming consumption increases in 2020
The Covid-19 restrictions have resulted in an increase in television and streaming consumption from 47 minutes to 5 hours 40 minutes per person per day in 2020, a 16% increase.
Ofcom’s Media Nations report finds that the audience for subscription video-on-demand (SVoD) services such as Netflix and Amazon Prime Video nearly doubled in 2020, to around 1 hour 5 minutes per person per day .
SVoD services were used by 60% of all UK households in the third quarter of 2020, up from 49% a year earlier, while more than 50% of UK households were subscribed to Netflix in 2020. Ofcom identifies Covid lockdown- 19, coinciding with the launch of Disney + in March 2020, to give SVoD services an additional boost.
YouTube remained the most popular user-generated online video service, with people spending around 41 minutes a day watching YouTube videos in 2020. This preference for YouTube appears to be increasing, with the total number of videos viewed on the platform. form by UK adults having increased. 22% in the first quarter of 2021, compared to 2020.
Ofcom says UK consumers have ‘diversified their viewing’ with new types of services such as TikTok, which reached 31% of UK adult internet users in March 2021.
Statistics suggest that TV advertising revenue will rebound in 2021, although Ofcom recognizes that TV broadcasters must adapt to remain competitive. The organization confirms that commercial television revenues contracted during the pandemic, declining 6.4% to £ 10.2 billion in 2020, although the continued growth of online video has somewhat offset these losses.
Ofcom highlights that commercial broadcasters have invested in new technologies and initiatives to drive the advertising growth of their video on demand (BVoD) services and make better use of data, including through improved cross-media metering , a programmatic and addressable advertising technology. The advertisement.
Advertisers name automation and real-time measurement as key benefits of programmatic
Almost three-quarters (72%) of advertisers say real-time measurement is one of the most important benefits of programmatic advertising. It is closely followed by sophisticated targeting, highlighted by 67% of advertisers.
Unsurprisingly, however, the main benefit of programmatic advertising is the ability to automate the buying process, as reported by 94% of advertisers.
Return on ad spend (46%) and large-scale campaign management (21%) were also listed as significant benefits, but these were singled out by far fewer advertisers.
Source: Alfi / War
Retail recovery stutters as footfall stabilizes
The improvement in footfall in the UK has stalled, with little change recorded in the past three months after the initial boost seen when restrictions began to ease.
Total footfall in the UK fell 28% in July compared to the same month two years ago, according to the latest BRC-Sensormatic IQ Footfall Monitor. Total attendance was down 0.4% percentage point from June.
Attendance at shopping centers fell 38.4%, the largest drop in July, while retailing was down 34.6% from 2019 and attendance at shopping parks fell 15% on the year. same period. However, compared to last month, business parks recorded the largest decline, down 6.9 percentage points. This compares to a 1.2 percentage point drop in footfall on shopping streets and a 2.6 percentage point drop in shopping malls.
Helen Dickinson, CEO of British Retail Consortium, said: “The rough weather, with the first heat waves giving way to torrential rains, seems to have dampened the shopping mood in July, with a particularly pronounced drop in footfall in retail parks. .
“However, the last week of July offered a silver lining for retailers, as the easing of restrictions led to the best weekly performance of 2021. Retailers hope this trend continues as the increase in vaccinations and the decline in the number of coronavirus cases is boosting consumer confidence. “
Source: BRC-Sensormatic IQ
Consumers want to see the joy of Christmas return to advertisements
Consumers are poised for the return of festive glee in advertising this Christmas, after a relatively moderate supply in 2020 due to the pandemic.
More than a third (36%) of people want to see a festive tone in ads this year, followed by a quarter of people (24%) who want ads to be upbeat or upbeat. A fifth (21%) want ads to be funny, while 17% want Christmas ads in 2021 to be nostalgic. Only 5% of people think they should focus on Covid.
After missing out last year, 52% of UK adults plan to make the most of it this year, with 51% hoping to dine, shop and visit attractions this Christmas, rising to 72% among 18-24 year olds. Just under half (45%) of UK adults also plan to see more friends and family than they normally would.
At the same time, the study also shows that online grocery delivery services are likely to be more popular among men (26%) than women (15%), Londoners (35%) and those 18 to 18. 34 years (39%) being the most likely to use them. kind of service.
Source: IPA / Opinium
Brands spend $ 2.6 billion a year on disinformation sites
Brands spend around $ 2.6 billion annually through programs on websites spreading disinformation. This includes hundreds of millions of revenue-supporting sites that publish bogus health claims, anti-vaccine propaganda, election misinformation, and other fake news.
A sample of 7,500 sites was analyzed, with 1.68% of display advertising spending supporting sites disseminating false information.
The global programmatic advertising industry is worth $ 155 billion, which equates to roughly $ 2.6 billion per year.
The problem is most prevalent in the United States, where it is estimated that for every $ 2.16 in digital ad spend sent to legitimate news sites, $ 1 is sent to sites spreading disinformation.
Source: NewsGuard / Comscore