Audience Profile TV Campaign



TV Channels watched by Adults

The TV channels in the image above all provide the advertiser a route to reaching adults. 

The channels on the left have relatively small audiences, a low cost per spot and a high percentage of adults watching their programmes. 

The channels on the right have relatively large audiences, a high cost per spot and provide higher volumes of adults per broadcast. 

The low cost per spot on some of the smaller channels like; Alibi, Yesterday, At The Races and 5USA, provides the opportunity to show adult viewers your advert multiple times for a relatively small budget. 

The higher cost per spot on some of the larger channels like ITV, Ch4, Five, Dave, More4, ITV2 and ITV3) enables advertiser to reach high numbers of adults with a single broadcast.

For a detailed overview of these channels, visit the TV Channels section. To create a TV plan targeting adults, click here and complete the television campaign planning form.

Television viewing for adults

Television viewing amongst adults in the United Kingdom is at an all time high, with technological progress exploding the choice in content and method of intake. And, with the continuing development of digital technology, the ways in which we consume television are evolving.

British adults watch on average over 30 hours of television a week, equating to in excess of 4 hours a day. Studies also indicate that 72% of British adults eat at least one meal a day in front of the TV.

According to additional research, as our age increases, so does the number of hours spent engaging with television content. Adults 55 plus watch on average 40 hours of television a week – more than double the amount of time spent by Adults 16-34 years old.

TV Advertising to Adults

How, when and where we view television has changed significantly over the last decade, with an expanded range of digital content now more accessible via a plethora of media platforms. Adults, often laden with hectic daily routines, are now able to catch up with their favourite shows whenever it suits them, with time-shifted television now a fixture in the viewing habits of this sizeable and eclectic audience.

Due to the varying tastes, lifestyle factors and needs of the adult demographic, the range of products that interest this audience base are broad. Television advertisers looking to construct a targeted campaign are required to identify a particular viewer group and feed brand messages through the appropriate timeslots, channels and programming.


Television programme content for Adults

Women on average watch 4 hours more of television a week than men, with terrestrial content particularly popular.

General entertainment programming such as The X Factor is for many a staple of television viewing, with ITV regularly drawing in large adult female audiences.

Digital channels like E4, Living and Home are also popular.

Men place a greater emphasis on digital content, with the Sky Sports network, along with the likes of Dave and the Discovery network, obtaining a sizeable viewership.

English Premier League football, comedies and documentaries are popular; whilst news broadcasts and film are points of interest that adult males share with women.