In a recent shift that echoes pre-pandemic patterns, the consumption of commercial media by the British public has returned to familiar habits. However, the channels through which this media is consumed have significantly evolved.
The latest IPA Making Sense report reveals intriguing insights into how technological advancements are reshaping the landscape, impacting media planners considerably. Both time and share of curated media have seen changes, hinting at the broader implications for media investment and strategy.
Reversion to Pre-Pandemic Patterns
The latest IPA Making Sense report highlights that overall patterns of commercial media consumption have reverted to pre-pandemic norms. This reversion is most notable among all adult demographics, reflecting a return to established viewing habits.
Simon Frazier, the report author, emphasised that while patterns resemble pre-pandemic behaviour, the methods and channels for consuming commercial media have evolved, driven by advancements in technology.
Shift in Media Channels
A significant drop in time spent on curated commercial media, about 17 minutes since 2015, has been observed. This decline is partially attributed to decreased linear broadcast TV viewing.
The report indicates that 60% of all adults and 80% of the 16-34 age group spend their curated media time on digital channels. This shift underscores the increasing dominance of digital media platforms.
Impact of Digital Media
No single commercial media channel, except for Out-Of-Home (OOH) media, reaches over 90% of all adults weekly.
The share of total curated commercial media time spent on smartphones has seen a significant increase of 12 percentage points since 2015. This uptick highlights the growing reliance on mobile devices for media consumption.
Simon Frazier noted that concurrent media usage has become more prevalent, stretching audience attention. This concurrent usage is fuelled by the widespread adoption of smartphones.
Generational Media Consumption
Interestingly, the correlation of media reach between the 16-34 and 55+ age groups has reached an all-time high of 60%. This indicates a convergence of media habits across different generations.
Despite the growing similarity in reach, the preferences for specific media channels remain diverse across age groups. This diversity necessitates tailored media strategies to effectively engage distinct demographics.
Top Commercial Media Properties
In 2024, the top five commercial media properties by weekly reach for all adults are ITV/STV, Facebook, YouTube, Channel 4, and Instagram. These platforms highlight the blend of traditional broadcast and digital media in current consumption patterns.
The dominance of these platforms reflects their ability to adapt to changing consumption habits and technological advancements. They offer a mix of content that appeals to a wide audience, maintaining their relevance in the evolving media landscape.
Frazier suggests that media investments must now work harder to cut through the noise, as multiple media platforms are used concurrently, diluting individual channel attention.
Implications for Media Planners
The slight decreases in time and share of curated commercial media indicate a need for more diverse and integrated media plans. Media planners must focus on cross-platform strategies to maximise campaign effectiveness.
Frazier highlighted the importance of adapting to shifting media opportunities, stressing the need for innovative approaches to capture audience attention in an increasingly fragmented media environment.
As commercial media consumption returns to pre-pandemic habits, the channels and methods have evolved, presenting new challenges and opportunities.
Media planners must navigate a complex landscape, leveraging diverse strategies to engage audiences effectively across multiple platforms.