Commercial media consumption is back...

While the way in which the British public consumes commercial media has remained consistent in terms of overall patterns, the channels and technologies through which this content is accessed have changed dramatically.

This is according to the latest IPA Making Sense – The Commercial Media Landscape report, released today (11 September 2024), which sheds light on how media consumption has shifted over the past nine years, particularly through key events like the pandemic. The report uses data from IPA TouchPoints 2024, providing insights into time spent, share of time, and the weekly reach of various commercial media channels across four key demographic groups: All Adults, 16–34s, 35–54s, and 55+. The findings also reveal how media consumption habits vary between generations, as well as the impact of different devices.

Contributors to the report include industry leaders such as Experian, The Freethinking Group, Meta, Global Media, Samsung, OMD UK, Route, Sky Media, and others.

Key Findings from the Report:

• Return to Pre-Pandemic Habits: Overall, adults have resumed media consumption patterns similar to those seen before the pandemic.
• Reduction in Time Spent: Time spent on curated commercial media has decreased by 17 minutes since 2015 for All Adults.
• Digital Domination: 60% of All Adults’ curated commercial media time, and a significant 80% of 16–34s’, is now spent on digital platforms.
• Out-of-Home (OOH) Stands Strong: OOH is the only medium that can still achieve a weekly reach of 90% or more among All Adults.
• Smartphones on the Rise: The share of curated commercial media time spent on smartphones has jumped by 12 percentage points since 2015.
• Generational Convergence: The correlation of media habits between 16–34s and 55+ has reached an all-time high, standing at 60%.
• Top Media Properties: In 2024, the top five media platforms by weekly reach for All Adults are ITV/STV (51%), Facebook (48%), YouTube (45%), Channel 4 (44%), and Instagram (34%).

Simon Frazier, author of the Making Sense report, remarked: “We are witnessing a return to pre-pandemic media consumption patterns, but the ways in which commercial media are delivered are continually evolving alongside technological developments, which is reshaping how media planners approach their strategies.

“While both time spent and share of curated commercial media have declined slightly, this could largely be attributed to the drop in traditional TV viewing. That said, the impact of subscription-based platforms incorporating advertising, such as certain SVoD services, should not be overlooked.

“What these trends underscore is that media investment needs to work even harder to capture attention. Audiences are now consuming media simultaneously across various devices, particularly as smartphone usage continues to soar, making attention an increasingly valuable resource.

“With the growing fragmentation of media consumption, the need for diverse and well-balanced media plans has never been greater, particularly in a landscape where Out-of-Home advertising can still deliver mass reach and impact. Outdoor media remains a vital component in cutting through the noise, ensuring brands are visible and memorable even as digital consumption increases.”