Lockdown shakes media consumption habits

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 09, 2021, 12:32 PM UTC

UK Consumers between 16 to 34 years old moved away from broadcast TV to social media during the lockdown period.

An IPA study found that between 24 March and 10 May 2020, 16 to 34-year-olds consumed less broadcast TV content than non-broadcast online video content for the first time. Though the coronavirus lockdown pushed younger consumers away from the television screen, it forced above 55s towards print and TV sets.

Both 35 to 55-year-olds and above 55s spent more time with broadcast TV content during lockdown period than before nationwide shutdown. But, the broadcast TV’s reach did not increase in these audience demographics.

The OOH’s reach among all adults stayed high during lockdown at just under 80%, as opposed to 95% during the pre-lockdown period. IPA’s Simon Frazier said, “A ‘one size fits all’ media approach is likely to be less effective than it was previously.”

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