Insight Out Live

Neil Mortensen – Director of Audiences

Tracking the public attitudes and impact

A regular view from inside

Analysingthe key changes in viewing behaviour

Understanding how people are feeling

Tracking public attitudes to COVID-19

Anxiousness and information levels

38

48

6156

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

I am fairly / very scared that I will contract the Coronavirus

Enough information on Coronavirus

Which, if any, of the following statements BEST describes your feelings towards contracting the Coronavirus (2,287, 2,101, 2,105, 2,225)

Would you say you do, or do not, have enough information about what you should do if you suspect you might have the Coronavirus (COVID-19)? (2,287, 2,101, 2,105, 2,225)

Expectations of contracting the Virus

74.1 77.481.2 81.5

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

I have enough information on Coronavirus

Lockdown

announced

23rd March

Confidence in our institutions

Government handling of situation Confidence in the NHS

And how much confidence do you have in the NHS to respond to a Coronavirus (COVID-19) outbreak in the UK)? (2,287, 2,101, 2,105 , 2,225)

How well or badly do you think the UK Government are handling the issue of the Coronavirus (COVID-19)? (2,287, 2,101, 2,105, 2,225)

5560

7264

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

The UK Gov' are handling Coronavirus well / very well

6775

81 81

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

A fair amount / a lot of confidence

Measures taken to protect from Coronavirus

Which, if any, of the following measures have you taken in the past 2 weeks to protect yourself from the Coronavirus (COVID-19)?

61%

15%

70%

37%

75%

56%

77%

55%

Improve personal hygiene Avoid public transport

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

15%

Changing behaviours around shopping

1118 19 16

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

Yes I have stockpiled any supplies

Ordering food delivery

Have you personally stockpiled any supplies, such as tinned food or medicine, because of the Coronavirus outbreak? (By this we mean anything you have stockpiled *specifically* because of the outbreak - not any supplies you may have put aside for other reasons) (2,287, 2,101, 2,105 , 2,225)

How, if at all, has your eating behaviour changed in the past 2 weeks, due to Coronavirus (COVID-19)? (Please select one option on each row. If you do not normally spend on these

activities, please select "Not applicable") (2,287, 2,101, 2,105 , 2,225)

Stockpiling

4 9 12 105 13

22 20

12-13 Mar 19-20 Mar 26-27 Mar 2-3 Apr

More often Less often

Lockdown

announced

23rd March

Spending patterns are mixed

614 12

2 2

15

35

139

2

Overall personalexpenditure

Groceries Toiletries Entertainment Clothing

Week 1: 12-13 Mar Week 4: 2-3 Apr

Spend in physical stores last 2 weeks

How, if at all, has your media consumption changed in the past 2 weeks, due to the Coronavirus (COVID-19)?

% s

pendin

g

more

5 7 6 2 2

1821

912

4

Overall personalexpenditure

Groceries Toiletries Entertainment Clothing

Week 1: 12-13 Mar Week 4: 2-3 Apr

Spend online in last 2 weeks

-6 -3 -2 -7 -6

-51

-21-24

-37

-49%

spendin

g

less -4 -1 -2 -3 -3

-30

-15-17

-21

-31

Key changes in viewing behaviour

Live

VO

SDA

L

1-7

Day

8-28

Day

Unmatched viewing includes….

Live viewing at itshighest level in

over three years

Total TV Set Viewing

since at least 2016

Unmatchedat its highest level ever

‘Working hours’ have seen the biggest levels of growth post lockdown.

Source: BARB/AdvantEdge Timeshift Database. ‘As Viewed’ data. Includes Total TV viewing up to 28 days after broadcast and Unmatched viewing (excluding Games Consoles and DVDs)

grew +31%

Lunchtime(1200-1359)

grew +23%

Daytime(0600-1859)

grew +15%

Prime Time(1900-2229)

Live and unmatched viewing have seen particular increases

Source: BARB/AdvantEdge Timeshift Database. ‘As Viewed’ data. Includes Total TV viewing up to 28 days after broadcast and Unmatched viewing (excluding Games Consoles and DVDs). 0600-2559

160 mins

184 mins+15%

40 mins

41 mins43 mins

60 mins+38%

0

50

100

150

200

250

300

Weeks 1-11 Weeks 12-13

Ave

rage

Min

ute

s p

er d

ay

Live Catch-up Unmatched

+17%

Viewing has increased for all age groups

130165

96126 116

151 177221 241

290

370410

0

50

100

150

200

250

300

350

400

450

Ave

rage

Min

ute

s p

er d

ay

Total viewing

Source: BARB/AdvantEdge Timeshift Database. ‘As Viewed’ data. Includes Total TV viewing up to 28 days after broadcast and Unmatched viewing (excluding Games Consoles and DVDs). 0600-2559

4-9 yr-olds 10-15s 16-24s 25-34s 35-54s 55+

+21%+24% +23%

+20%

+17%

+10%

16-34 Total TV set viewing growth across the whole day

Source: BARB/AdvantEdge Timeshift Database. ‘As Viewed’ data. Includes Total TV viewing up to 28 days after broadcast and Unmatched viewing (excluding Games Consoles and DVDs)

grew +46%

Lunchtime(1200-1359)

grew +39%

Daytime(0600-1859)

grew +19%

Prime Time(1900-2229)

0 mins

20 mins

40 mins

60 mins

80 mins

100 mins

120 mins

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ar

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4-9 yr olds

10-16 yr olds

Individuals

4-9 year-olds have seen a large growth in unmatched viewing, with a particular peak when Disney+ launched on 24th March

Source: BARB/AdvantEdge. Unmatched (excl. Games Consoles & DVDs). Children 4-9

Social DistancingAnnounced

LockdownAnnounced

Wee

ken

d

Source: BARB/AdvantEdge. Live, Individuals. Daytime = 0600-1859. Prime Time = 1900-2229

Co-viewing for live TV grew +21%

Solo viewing for live TV grew +12%

Since ‘social-distancing’ came into effect…

+24% in daytime+19% in prime time

+17% in daytime+6% in prime time

0m

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BBC1

BBC1 has seen the biggest volume growth

Source: BARB/AdvantEdge. Live+VOSDAL, 10+ minute cont. reach, includes regional news. Weekdays only.

Social DistancingAnnounced

LockdownAnnounced

0m

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BBC News

Sky News

The dedicated news channels followed a similar pattern to BBC One

Source: BARB/AdvantEdge. Live+VOSDAL, 10+ minute cont. reach, includes regional news. Weekdays only.

Social DistancingAnnounced

LockdownAnnounced

GMBhad its biggest

week ever

Reach: 7.9m

GMB with Lorrainereached 6.2m

across theWeek.

This Morninghad its biggest

week on record

Average: 1.6m

Tipping Point had its biggest episode since

2018.Average: 3.1m

The Chasehad its biggest

episode in a year.

Average: 4.4m

ITV Evening Newsbiggest week

since The Beast from the East

Average: 4.2m

Coronation Streethad its biggest

week in justover a year.

Average: 5.8m

Emmerdalehad its biggest

week in just over a year.

Average: 5.8m

Saturday Night Takeaway had

its biggest audience ever.Peaked +12m

Source: BARB/AdvantEdge. Based on Overnights except Saturday Night Takeaway, which is consolidated.

ITV Hub viewing up +13% YOY

Simulcast up +79% YOY

Biggest week 13 on record

The Mummy Diaries made up

7% of viewingof ITV Hub since

‘Lockdown’

The first episode of Liar has now

reached over 1m viewers

on ITV Hub

Belgravia made up 6% of viewing

of ITV Hubsince ‘Lockdown’

Coronation Street made up 10% & Emmerdale 8%ITV Hub viewing

since ‘Lockdown’

Prime Ministerial Statement had the biggest TV

audience since 2018 with 15.4m

The One Showhad its biggest

audience since 2011.

Average: 6.1m

EastEndershad its biggest episode since

Jan 2018.Average: 6.5m

Masterchef saw its highest

levels of viewing ever.

Average: 6.8m

A Question of Sport had its

biggest episode in a decade.

Average: 4.4m

BBC News at Six had its biggest

week onrecord.

Average: 7.8m

Only Connecthad its biggest

episode ever.

Average: 3.0m

GBBO SU2C had its biggest audience ever

Average: 4.4m Source: BARB/AdvantEdge. Based on Overnights

The Queen’s Special Address

was watched by 24.0m

viewers

The View from Inside

Feedback from one of our recent online groups shows participants are happy and grateful to be

participating in online research at the moment

Research is a welcome distraction

“Hi Everyone :) wow. human contact ;)”

“Thanks so much, I really enjoyed the group and it took my mind off all the

current problems”

“Thanks, it's been so fun to break up the day!”

“Thanks for the opportunity, stay safe all and as its almost Easter eat lots of

chocolate as it’s probably the only thing that’s gonna keep me going lol”

“Thank you very much. I’ve enjoyed it take care and stay safe everyone :)”

We’re asking about a range of things, but focusing on four key areas

Attitudes & Outlook

Impact on daily life

TV ViewingBrands &

Advertising

TV viewing

Viewing on the up

“Like watching This Morning with Phil and Holly. They are on spreading

happiness, bit of silliness but they are giving us the facts on what we need to

know”

“I'm watching more morning TV as I'm mostly working from home. In the afternoons/evenings I'm watching

some live TV as well as catch-up and other channels”

Trusted news sources

“I have been spending a lot of time watching the news and the facts as so much fake news on Facebook. I like to

get the facts form the doctors and scientists”

“There are certainly a lot of new programmes and extended news

programmes on Coronavirus and I think is important not to watch it endlessly.”

“I have been watching the news more and the daily updates concerning the

coronavirus situation”

A welcome distraction

“We’re looking for some (a lot) of happy stuff to take our minds of what's

going on”

“I find that is all I can do at the moment is binge watch. Lack of sport to watch and more time to watch TV. I watch a

whole range of genres so I am not concerned what type it is”

“I'm probably watching more tv, news, but also comedies, dramas (detective,

crime - things like Endeavour, Midsomer and the new ITV police

series set in Bath are oddly reassuring)”

To binge or not to binge?

“I signed up to Disney+ because I am a huge fan and like the look of some of

their new shows together with the old classics, Star Wars and Marvel films. I was already a Prime subscriber and I

watch that content too”“My TV viewing habits haven't really

changed, apart from being more likely to watch the late evening news. I haven't signed up to any new TV

services”

“The reduced soaps count each week means that I now have more time to

catch up on recorded content, so I am binge watching Homeland and Liar and have also caught up on the Race across

the World Series”

Light and shade “I want positive programmes that will be entertaining and also funny so

comedies and light hearted things too... It is good to have a mixture too so I

would be happy with some interesting dramas added in, especially those that

are thought provoking”

“I like various different kinds of programs, it depends how I’m feeling. It’s good that there are different types of programs to watch. At least it can

help with the boredom especially if you are living alone. I don’t think it matters

if it’s dark”

“I love all the dramas and often want to see more especially now with the

lockdown periods so I switch to catch up and watch another episode now I

have the time”

Through the keyhole“I loved the Fact That SNT was done

from Ant & Dec's home and the fact I have seen quite a few celebs doing live

videos on Instagram. I think it is good as it shows that it affects everyone and

not just the "normal" people”

“I am not keen on celebrities filming from their home to be honest, it just

doesn't feel the same and I don't find it appealing sadly”

“I think it's a great idea for TV to broadcast from people's homes, demonstrates just how advanced technology is, and I wouldn't be

surprised if elements of this continue once we get through this hard time”

Togetherness “Definitely watch more as a family.

Watch stuff that is age appropriate for them and me and the wife join in”

“We are definitely watching more as a family - we are looking for things to do as a collective to entertain us. We are watching a lot of family friendly films and game shows mainly because we

know they are family friendly and safe to watch with children of varying ages”

“We watch quite a lot as a family, but we’re definitely running out of unseen

programmes or films to watch”

Changes in the schedule

“I am starting to miss my soaps which have been reduced to less episodes

each week”

“I am a little disappointed that schedules have changed. This means I

find myself watching alternate channels to escape from repeats and shows that

do not appeal”

“There’s definitely a trend to show more repeats”

Brands & Advertising

Support for the NHS

“I'm prepared to give the commercial companies helping the NHS the benefit of the doubt as to their motives and am

grateful for anything they can do to help”

“Big brands helping out with ventilators is great as they certainly have the money and

resources to do it and it’s not like they’re doing their normal day to day jobs anyway.

Them helping will likely lessen the impact so we can all get back to normal sooner and

hopefully with fewer lives lost.”

“Overall I’m pleased to see brands helping the NHS with equipment, I’m glad to see these brands helping out our Health Service where they can”

Appetite for helpful brands “I think companies should be offering people advise on what can be offered

to them in this time. Like Asda and Tesco etc. have been doing”

“With brand advertising agree there is a lot of stress on COVID 19. There are things that I don't like i.e. companies advertising for flights and travel. We are supposed to stay at home right? So what is the point?

“I usually try to ignore ads as they are mostly very annoying, but have noticed

a change in the direction of those for the supermarkets focusing more on

reassurance of what they are doing to keep stocks normal and guidance of

social distancing etc.”

Sense and Sensibility

“I don’t think light hearted advertising would in any way shape or form, make the situation for me any more easy to

deal with”

”HSBC, Barclays, First Direct and MBNA are financial institutes I use and have been forthcoming with advice and I

think the right advertising relating to the current problems"

“Companies should advertise so we think favourably of them e.g. Virgin

supporting NHS. I don’t think lighthearted is good, I think nice, sensible branding think 1970s”

Confidence is high in the NHS and government but people are anxious

Viewing is up across the board

TV as the informer, the trusted ally and as an escape

TV is an anchor of normality and brands play their part

Summary