We’re diving into the exciting world of TV and content this January, drawing on recent developments in linear and streaming platforms. From returning reality TV favourites, to major sporting events, and innovative content alignment strategies, here are the programming highlights as we kick off the new year…
Linear TV Highlights
With the very known phrase ‘Winter is coming’, it seems it’s very much here to stay… We can take comfort in the linear TV line-up that will have us by the fire with our legs up and ready to keep us company in these gloomy days.
Love Island: All Stars
ITV is starting the year with the return of Love Island: All Stars, airing at 9pm from January 13th. Expect the usual drama, feuds, and heartbreaks, but with a new twist: ex-Islanders returning for another chance at love. The launch episode saw the return of Gabby Allen and Marcel Somerville, who *spoiler alert*, were coupled up by the public. The show also taps into nostalgia by bringing back fan favourites like Scott and Tina.
The launch episode reached 1.1 million individuals – a YoY decrease. It’s worth noting that Sunday’s episode saw its lowest overnight ratings since Season 1, and that’s without The Traitor’s competition. However, ITVX saw its best day since the 2024 Euros Final, with LI hitting 3 million streams on Monday 20th.
Out There
ITV1 also premiered a new drama, “Out There“ on January 19th. The series stars Martin Clunes as a troubled father and farmer, who will risk everything to protect his son and farmland after his son gets involved with a ruthless gang.
The Super Bowl – ITV
Catch the NFL’s annual Super Bowl live on ITV1 on Sunday, February 9th, from 11:30pm UK time… This year’s Super Bowl will be held in New Orleans. With the Detroit Lions, Philadelphia Eagles, Buffalo Bills, and the Kansas City Chiefs among the favourites to win, it is a high anticipated sporting event. The Kansas City Chiefs’ player Travis Kelce, dating Taylor Swift, has brought a lot of attention to the event, with a significant increase in female viewership. Last year’s Super Bowl saw a 7% increase in viewership in the States, with a 24% boost in the Women 18-24 demographic.
According to Nielsen, around 3.95 million of that hard-to-reach group watched the game, which is a 24% boost YoY. 20% more US Males in the same 18-24 group also tuned in last year vs. 2023. So, Swifties, get the popcorn and tune in.
Streaming and Content Alignment on ITVX
ITVX Content Capabilities: ITVX offers a variety of Content Alignment options, allowing brands to target specific categories such as Home and Garden, Food and Drink, Health and Fitness, Pets, Cats, and Autos and Vehicles.
Other options within Content Alignment include Diverse Audience Booster, which helps brands reach diverse audiences. And “Trending Shows” tracks the most popular programmes in real time to ensure targeted ad placement. There are also options to target by Genre and Programme.
Streaming Success Beyond ITV
Molly-Mae’s documentary on Prime Video saw huge success. With half a million viewers on its launch date, it’s one of Prime’s highest opening day ratings in the UK. Molly-Mae is a huge influencer among young women in the UK, with her show’s viewership largely from the Women 16-34 demographic.
The show was interestingly sponsored by her very own Loreal ‘Plump It’ serum, followed up immediately by another one of her adverts with Look Fantastic. Talk about contextually relevant and finding your audience. However, is this a good idea, or contradictory? In one ad she is promoting Loreal serum, and in the next it’s Bobbi Brown’s Face Base. In my opinion this risks distrust with the viewer. Regardless of your opinion, Molly Mae is a powerhouse amongst young females. The final 3 parts to her documentary will be with us on Prime screens in Spring.
Enjoy this highly anticipated season of TV coming into the new year. Please contact the AV team for any further info… 📺
