MAGnet #06 - 02/07/21
Magnet #6
Welcome to this week’s Magnet! I know we’re all abuzz with excitement from England winning against Germany earlier this week, and the match on Saturday, so this week we’re talking about the Euros viewing stats.
Grab a well-deserved drink and enjoy.
Data: TV stats
Euro 2020
Following England’s match against Germany, the BBC said that it was watched by more than 20 million people on the BBC, the biggest TV audience of the year so far. The round-of-16 match at Wembley attracted a peak TV audience of 20.6 million, 80.1 % of viewers available at that time, with 6.5 million live streams through the website and BBC iPlayer.
Love Island
On Monday, Love Island launched with a strong 2.5m viewers with an 11.9% share of viewing, making it the most watched digital audience of the year so far. It also makes it ITV2's biggest audience of the year. The show also had an additional 0.5m viewers watching on ITV Hub, taking the total average audience last night to 3.0m.
Pat on the back: NHS south east
Last week, we worked with NHS South East on ‘grab a jab’ a fast turnaround campaign, encouraging over 18s to get their first covid vaccine through no need to book walk ins. The first parts went live last weekend; with eye-catching and bold Creatives on Digital AdVan, perfect to capture the attention of a young audience who are on the move. Other aspects of the campaign include going live on Spotify, busy spots like malls and bars, and across digital/social channels. Well done on the fast turnaround guys!
Out and About: 10 years at MediaCityUK for the BBC
The BBC have been in MediaCityUK for 10 years this year, and they’ve said that over the next 6 years it will increase activity across the region to “reflect, represent and serve all parts of the country.”
In total, 4000 BBC staff are based at MediaCityUK; home to Children's (CBeebies and CBBC), Sport, and Radio 5 Live, as well as local and regional services and the BBC Philharmonic Orchestra.
Alongside this, BBC Radio 3 and BBC Radio 6 Music will be moving to Salford, with more than half of their broadcasting hours coming from the city. Last month, it also confirmed that Morning Live will move to MediaCityUK from 2022, meaning that the whole of BBC One’s live morning output from 6am to 10am will come from the North of England! The BBC’s base in Salford will also become its main centre for its technology and digital teams.
Stephen Wild, Managing Director of MediaCityUK said, “The presence of the BBC at MediaCityUK has been a game-changer for the creative, digital and tech sector in the region, kickstarting the ever-growing cluster of creative businesses around it, while unlocking the kind of employment opportunities which historically would have only been found on this scale in London. The BBC’s commitment to MediaCityUK has without doubt placed Salford and Manchester on the national and international map and we’re proud to support the BBC with its ongoing expansion plans.”
TV Ads: launch of Debenhams
Following on from last week, Debenhams has officially added .com to its name. A 30 second TV ad launched on last week and it focuses on the online department store’s delivery credentials, as it aims to drive both new and existing customers to the recently relaunched ecommerce site. References to the brand’s heritage feature throughout, with the door number reflecting the number of years since the department store was established and vintage ads in frames placed around the house. The campaign is running for 8 weeks across primetime shows such as Loves Island, Celebrity Gogglebox, This morning and on demand platforms including ITVHub and All4. The campaign also includes supporting activity across digital and social platforms.