How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
ITV to step up marketing spend by £15m in 2024
Niamh CarrollThe broadcaster claims marketing is acting as a key tool to drive growth for the ITVX streaming platform, which grew total views by over a quarter last year.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
How ITV drove a 129% streaming subscription uplift
Marketing Week ReportersWhile the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
Cadbury, Guinness and ITV win big at the Marketing Week Awards
Marketing Week ReportersCongratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Cadbury, Brand of the Year Guinness and Boots CMO Pete Markey, who is Marketer of the Year.
ITVX won’t halt advertising woes for British broadcaster, analysts say
Chris SutcliffeITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.
ITV’s CMO on how the strength of its brand let it absorb negative headlines
Molly InnesDespite a 79% decrease in profits, and the fallout from the This Morning scandal, CMO Jane Stiller insists the ITV brand is in a strong position as she looks ahead to a more positive second half.
ITV’s profits tumble amid wider ad recession
Molly InnesITV’s CEO says it’s “impossible to tell” when advertising revenue will recover but there’s “no feeling” it’s not going to be OK and she is optimistic going into the second half of 2023.
ITVX overtakes Disney+ and All 4 as UK’s fourth most considered streaming service
Matthew ValentineITV’s marketing push behind ITVX appears to be paying off, as YouGov BrandIndex data reveals a dramatic improvement in consideration since it replaced ITV Hub.
ITV warns of declining ad revenue in 2023 despite rapid digital growth
Michaela JeffersonITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
ITV to raise media spend by 50% in 2023 to grab ‘big opportunity’ for ITVX
Michaela JeffersonAfter spending £45m on its launch campaign for ITVX this month, ITV CMO Jane Stiller says the broadcaster has even bigger plans next year.
ITV: TV is a powerful medium to connect with older consumers
Matthew ValentineITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
ITV banks on ‘highly differentiated proposition’ to draw viewers to ITVX
Michaela JeffersonThe broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
‘Uninterested and unbothered’: ITV launches new brand to woo younger audiences
Lucy TesserasITV is launching a new ad-free media and ecommerce brand founded by former LADbible and Asos marketer Stephen Mai, as it looks to engage younger audiences.
How can brands cut through in a ‘saturated’ streaming market?
Michaela JeffersonWith fierce competition and pressures of inflation, this year has already seen a number of significant moves in the video streaming sector – from ad-funded models to platform launches. With so much noise, who is best positioned to win?