Consumer Insights 2020 Review - STV Commercial
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Consumer Insights 2020 Review
The Bridge, STV Player
2020 was a year like no other. Lockdown restrictions
across the nation resulted in more time spent in homes.
Television, the nation’s favourite pastime, came to the
rescue with a never-ceasing offering of entertainment,
news and information both on air and on demand.
This book highlights STV’s performance in this unusual
year across Broadcast, Digital and STV Studios.
Cover image: I’m A Celebrity... Get Me Out of Here!, STV
6 2020 Highlights 8 Broadcast 38 Digital 58 STV Studios 10 Reach 40 YoY overview 60 Commissions 12 Audience growth 41 Live viewing 62 Shows 14 I’m A Celebrity... Get Me Out of Here! 42 Top programmes 64 Awards 16 All time audience 45 Des 18 All time share 46 Genre profiles 66 Essentials 20 Peak time 48 Top programmes by genre 69 Profile 22 Top 15 programmes 50 Streams by platform 70 STV micro regions 25 Top programmes by genre 51 Streams by device 72 TV platforms 26 Daytime 52 STV Player exclusive content 29 STV News 54 Growth YoY 74 Coming up 30 All major news programmes 56 UK-wide 76 Glossary 32 Scotland Tonight 57 SVoD 35 Digital News 37 TV set usage
2020 highlights
July August September October November December
STV, BBC, ITV, Channel 4 and Channel 5 STV Player launches UK-wide on STV Studios adds new factual entertainment STV and mental health charity, SAMH, forge BBC Scotland green lights third series of STV airs first – and only – film directed
unite to celebrate the role that UK Freeview Play. label to portfolio, Barefaced TV. new three-year partnership. Inside Central Station from STV Studios. by Sir Sean Connery, The Bowler and
broadcasters play in our culture with a the Bunnet.
simulcast advert. STV Productions rebrands to STV Studios. STV announces its half-year results. STV partners with Pass the Mic to help STV and Elevator establish a dynamic
increase representation of expert women new partnership to strengthen support STV is central to the communication of public
Antiques Road Trip resumes production with STV Studios is commissioned by Channel A new four-part farming series from STV of colour across media. for Scotland’s entrepreneurs. health information, running 92 government
new COVID-secure measures in place. 4 to produce landmark documentary, Is Studios is commissioned by Channel 5. campaigns across the year.
Covid Racist? STV celebrates Black History Month with a STV launches on-air campaign called
STV Player adds 1,500 hours of programming Scottish Business Network partners with STV. range of on-air activity and programming Black Voices Scottish Experiences. Linda Douglas Grimes becomes the first
for Virgin Media TV viewers. STV Studios wins six-part drama commission throughout the month. female Head of STV News and Current Affairs.
from Channel 4 called Screw. Three-part true crime drama Des, starring STV, ITV and The National Lottery launch
Sky Arts commissions Primal Media to produce David Tennant, breaks viewing and streaming Over 250 hours of new content is added Nationwide Volunteering Campaign. Hundreds of hours of STV Player box sets
an ambitious series called Landmark. records for STV and STV Player. to STV Player for Autumn. become available to Sky Q customers across
Elizabeth is Missing star Glenda Jackson the UK.
Business Women Scotland and STV forge STV Children’s Appeal 2020 raises wins Best TV Actor Award at the Edinburgh
a dynamic partnership to strengthen over £3.5m for children living in poverty TV Awards. Giovanna Fletcher is crowned first Queen
female-led business. in Scotland. of the Castle in I’m A Celebrity... Get Me
STV and Women’s Enterprise Scotland join Out of Here!
Glenda Jackson wins BAFTA award for her STV’s creative industries bursary scheme forces to help rebuild a better economy
lead role in the drama Elizabeth is Missing. moves into its second year. in Scotland.
STV commits to a range of initiatives to STV Player adds 1,000 hours of content in
improve the representation of Black, Asian deal with All3Media International.
and Minority Ethnic people, both on and
off screen.
The Masked Singer, STV
Broadcast STV is the number one peak
time channel and the biggest
commercial channel in Scotland.
Reach
Beat the Chasers, STV
4 out of 5 adults tune in to STV every month,
reaching more Scots per month than any other
commercial channel.
STV offers the highest reach of any TV channel
in Scotland for ‘Main Shoppers’ and the hard-to-
reach 16-34 audience.
Daily: 36% Weekly: 64% Monthly: 80%
1.5m 2.6m 3.2m
Source: BARB Jan-Dec 2020, adults, 09:30-24:00, 3+ min reach
Audience growth
YoY average audience change for key demographics YoY growth in average audience by daypart
STV’s largest audience growth was across daytime (+27%). 14% growth is the highest year-on-year
growth ever for STV’s all time audience.
STV’s daytime audience also saw big gains for ABC1s
(+19%) and 35-55s (+50%) - this provided additional
targeting opportunities for advertisers.
27%
19%
Individuals Adults Men Women ABC1 C2DE Under 45s Over 45s 14%
11%
All time 14% 13% 15% 13% 11% 15% -4% 19%
5% 5% Individuals
Daytime 27% 26% 22% 28% 19% 29% 14% 29%
ABC1
Peak time 5% 5% 9% 3% 5% 5% -14% 11% All time Daytime Peak time
Source: BARB Jan-Dec 2020, all time (09:30-24:00), daytime (09:30-17:59), peak time (18:00-22:29)
I’m A Celebrity... Get Me Out of Here!
I’m A Celebrity... Get Me Out of Here!, STV
For the first time in the show’s 18 year history, I’m A
Celebrity... swapped the wild Australian outback for
the grounds of a ruined Welsh castle.
This unique format drew in a record opening audience
of 1.2 million.
1.2m
Highest ever opening
779k
Average audience
38%
Viewing share
2.2m
Total TV reach
TX audience
+9%
YoY ABC1 audience
738k
Live streams +23% YoY
1.3m
Total catch-up
37k
New registrations
streams
Source: BARB, Adobe Analytics & FreeWheel 2020, Based on age at 30/11/2020
All time audience
STV is the most watched commercial channel With Scots spending additional time working STV 27% All time average audience YoY
in Scotland across every timeslot in the day. from home during 2020, they consumed 18 Channel 4
minutes more per day of broadcast TV than The first national lockdown began in March
Channel 5
STV’s average audience across the day is in 2019. Average daily minutes of STV viewing 2020. STV’s all time audience saw YoY growth
more than double that of all 77 Sky channels went up 16% to 1 hour 54 minutes in 2020. ITV2 23% for 11 straight months from February.
22%
(199k v 79k).
20% April was the first full month of lockdowns in
19% Scotland and as a result saw the biggest YoY
17% increase for STV’s all time audience.
Average audience 16%
500K
450K
400K
10% 10%
350K
300K
7%
250K
200K 5%
150K
100K
50K -5%
0
0930 - 0959
1000 - 1029
1030 - 1059
1100 - 1129
1130 - 1159
1200 - 1229
1230 - 1259
1300 - 1329
1330 - 1359
1400 - 1429
1430 - 1459
1500 - 1529
1530 - 1559
1600 - 1629
1630 - 1659
1700 - 1729
1730 - 1759
1800 - 1829
1830 - 1859
1900 - 1929
1930 - 1959
2000 - 2029
2030 - 2059
2100 - 2129
2130 - 2159
2200 - 2229
2230 - 2259
2300 - 2329
2330 - 2359
2400 - 2429
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: BARB Jan-Dec 2020, individuals, average daily minutes for STV is 09:30-24:00 Source: BARB Jan-Dec 2020, individuals
All time share
This Morning, STV
YoY change
STV achieved its highest all time share
in 12 years at 19.2%.
STV saw the biggest gain in all time
viewing of any TV channel in Scotland.
STV/ITV BBC1 BBC2 Ch4 Ch5
Scotland
+0.9 -1.2 -0.2 +0.1 +0.2
UK
-0.2 +0.3 -0.2 +0.2 +0.3
Source: BARB Jan-Dec 2019, Jan-Dec 2020, individualsPeak time
Average audience – Top 15 channels Our peak time share difference versus the ITV
Network is the highest it has ever been. This
STV is Scotland’s most popular channel in peak time. has been driven by soaps, news, gameshows
STV’s peak time audience is bigger than the next 10 and dramas with high appeal in Scotland,
commercial channels combined. such as Des.
345k
315k
98k 93k
66k
STV Network Diff v Net
37k 30k 29k 27k
20k 20k 18k 19k 18k 16k 2019 20.7 19.7 1.0
2020 21.2 18.9 2.3
STV BBC1 C4 BBC2 Ch5 ITV3 ITV2 BBC E4 CBS Film4 BBC Sky Sports More4 Drama YoY 0.5 -0.8
Scotland Reality News Main Event
Source: BARB Jul-Dec 2020, peak time (18:00-22:30), individuals Source: BARB Jan-Dec 2019, Jan-Dec 2020, share is STV & STV HD (excl. +1)Top 15 programmes
Quiz, STV
Avg. Audience TVR Share % Reach In 2020, STV had 19 shows with
an average audience of over
Des 863k 18 40 1.3m half a million. This is up from 11
I’m A Celebrity... Get Me Out of Here! 779k 17 38 2.2m across 2019.
Ant and Dec’s Saturday Night Takeaway 777k 17 44 2.2m Des was STV’s biggest drama
launch in 18 years.
Prime Minister’s Statement 710k 15 27 670k
Coronation Street 637k 14 37 2.5m 97% of programmes on
commercial TV with audiences
Billy Connolly: It’s Been A Pleasure... 628k 14 31 900k over 500k were on STV.*
Emmerdale 627k 13 38 2.6m
Quiz 574k 12 26 1.0m
Vera 573k 12 30 1.2m
Van der Valk 568k 12 32 1.2m
The Masked Singer 556k 12 32 2.0m
I’m A Celebrity... A Jungle Story 542k 12 29 736k
Britain’s Got Talent 540k 12 34 2.1m
The Real ‘Des’: The Dennis Nilsen Story 538k 12 30 669k
White House Farm 530k 11 24 1.1m
Source: BARB Jan-Dec 2020, individuals. I’m A Celeb excludes Saturday shows *Individual TXTop programmes by genre
Billy Connolly: It’s Been A Pleasure..., STV
STV delivers the biggest audience across the Drama
genres of drama, documentary, soaps, news
Des (STV) 863k
and daytime.
The Nest (BBC1) 755k
The Salisbury Poisonings (BBC1) 640k
STV’s variety of content is key to attracting a
wide range of audiences, which will expand
the reach of advertising campaigns. Documentary
Billy Connolly: It’s Been A Pleasure... (STV) 628k
With an audience of 863k across the series,
The Real ‘Des’: The Dennis Nilsen Story (STV) 538k
Des was the biggest drama in 2020 and STV’s
Bradley Walsh: Happy 60th Birthday (STV) 514k
biggest drama audience since Broadchurch in
2017 (924k).
Soap
Billy Connolly: It's Been A Pleasure... was
STV's most popular documentary in the past Coronation Street (STV) 637k
3 years. Emmerdale (STV) 627k
EastEnders (BBC1) 389k
Emmerdale's average audience in 2020 was
the show's highest since 2013. News
STV News at Six (STV) 514k
Reporting Scotland (BBC1) 466k
ITV News Weekday Teatime (STV) 404k
Daytime
The Chase (STV) 444k
Tipping Point (STV) 291k
Pointless (BBC1) 241k
Source: BARB Jan-Dec 2020, excluding repeats,
daytime series = weekdays, 4+ episodes, excl. newsDaytime
STV’s average daytime audience is the
same as the next 13 commercial channels 168k 154k 40k 36k 35k 61%
57%
59%
Growth in daytime YoY
combined. STV BBC1 BBC2 Ch4 Ch5 Increased home working across most of 2020
resulted in STV’s biggest daytime audience
All of STV’s major daytime shows grew growth on record at 27% YoY. Our daytime
in average audience YoY. Across 2020, 48% audience has seen double-digit YoY increases
Lorraine, Judge Rinder, Tipping Point, for 11 consecutive months.
Tenable and The Chase all had their
biggest average audiences ever. 40% STV’s daytime growth of 27% was higher than
38%
any other PSB channel.
32%
29%
27%
Avg. Audience TVR Share % Reach YoY 25%
Lorraine 116k 3 25 1.5m +27%
This Morning 115k 2 20 2.6m +44%
Loose Women 84k 2 12 2.1m +11%
Judge Rinder 104k 2 15 1.7m +25%
3%
Tenable 137k 3 20 1.0m +6%
-2%
Tipping Point 291k 6 32 2.0m +25%
The Chase 444k 10 36 2.5m +21% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: BARB Jan-Dec 2020, individuals, Mon-Fri (09:30-17:59), next 13 comm channels Source: BARB Jan-Dec 2020, individuals, Mon-Sun (09:30-17:59)
combined = 168k, Source: BARB Jan-Dec 2020, individuals, Mon-Fri, excluding repeatsSTV News
STV News at Six (North), STV
TV reach As a trusted source throughout
2020, STV News at Six cemented
Daily Weekly
itself as the best watched news
658k 1.6m
programme in Scotland.
Its audience is 10% higher than
its nearest competitor.
STV News at Six North team
won the RTS Scotland award for
Best News.
Monthly Yearly
2.4m 4.0m
Source: BARB Jan-Dec 2020, individuals watched any STV News bulletinAll major news programmes
STV News at Six (Central), STV
Good Morning Britain 85k STV News at Six has been the most watched news
programme across the whole year, for the second
BBC Breakfast 113k year running.
ITV Lunchtime News 91k STV News at Six’s overall average audience in 2020
was 32% up YoY to 514k.
BBC News at One 298k
5 News at 5 28k
BBC News at Six 392k
STV News at Six 514k
Reporting Scotland 466k
ITV Evening News 404k
Channel 4 News 62k
The Nine (BBC Scotland) 18k
ITV News at Ten 146k
BBC News at Ten 146k
Sky News Channel* 9k
BBC News Channel* 16k
*Average audience across a day (09:30-24:00)
Source: BARB Jan-Dec 2020, individuals, Mon-FriScotland Tonight
Scotland Tonight, STV
Avg. audience Share %
Overall (Mon-Thu) 125k 11
Peak time (Thu) 202k 14
Late night (Mon-Wed) 80k 8
Across the year of 2020, Scotland Tonight had its highest
ever average audience at 125k.
With the Thursday night shows moving into a peak time
slot, the overall audience increased 81% YoY.
With the spread of Covid-19 and national lockdowns, the
public turned to Scotland Tonight for information. The
show’s top 22 audiences in its 9 year history came in 2020.
Source: BARB Jan-Dec 2020, individualsDigital News
STV News at Six (North), STV
On average, stv.tv has 2.4 million unique
visitors every month. This is up 15% YoY.
August was the highest month for news
traffic, with almost 4 million unique visitors.
The tragic train derailment in Aberdeenshire
was the most read news story across
the month.
Yearly totals
Page views Unique users Time spent (hours)
187m 20m 670k
Source: Chartbeat, Apple News, Jan-Dec 2020TV set usage
Gordon, Gino and Fred: American Road Trip, STV
28%
Unmatched viewing
Broadcast TV viewing still makes up almost
three quarters of TV set usage.
Unmatched viewing, which includes SVoD,
gaming and some Broadcast VoD (BVoD),
makes up a minority of viewing on a TV set.
72%
The average Scot watched 3hr 30mins of
broadcast TV in 2020, which is 14% higher
than the rest of the UK.
Average daily minutes of viewing broadcast Broadcast TV
TV rose by 20% in 2020 versus the
previous year.
Source: BARB Jan-Dec 2020, all-day, Scotland, individualsStriking Out, STV Player
Digital 2020 was a year of accelerated growth for STV Player
driven by exclusive content, new platforms and high
demand. STV Player had 6 record-breaking months and
over 35.7 million hours of content watched in 2020.YoY overview Live viewing – growth YoY
2019 2020 % change
Total long form streams 42.7m 70.5m +65%
Total VoD streams 34.6m 54.4m +57%
Total live streams 8.1m 16.1m +97%
Total ad impressions available 502m* 678m +35%
Total content time spent (hours) 21.2m 35.7m +68%
Total registrations 3.5m 3.7m +6%
24% 74% 80% 109% 84% 117% 117% 84% 43% 35% 56% 45%
STV registered active STV Player users 1.0m 1.0m 0%
STV Player monthly active users 420k+ 630k +50% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Peak lockdown months
STV Player is Scotland’s biggest Monthly active users saw a 50% increase STV Player continuously grew as the year Live streams on STV Player almost doubled This increase in live viewing was driven by Viewers were spending more time at home,
commercial BVoD player. across the year – more people are coming went on. November was the best month on (97%) in 2020 versus the previous year. an increase in audience awareness and leading to increased daytime viewing and
on to STV Player each month to watch their record with 8.26m streams, an increase of Time spent watching live in 2020 increased confidence on connected TV (CTV) platforms, programmes, that would have typically been
In 2020, STV Player saw more people favourite content. Users are staying for an 57% on 2019. This growth has been driven by by 64% with lockdown months seeing the such as FireTV, Freeview Play and Roku. catch-up, becoming appointments to view.
watching more content, more often. average of 30 mins per stream, allowing the success of newly-acquired titles and an biggest growth. I’m A Celebrity... Get Me Out of Here! is a
more adverts to be viewed. increase in live viewing. prime example, with the the show increasing
its live streams by 23% YoY.
*2019 figure adjusted to reflect final reported financial number (512m - 502m)
+
2019 figure includes Sky impact from Nov19 - estimated 130k average per month for 2020
Source: Adobe Analytics Jan-Dec 2020, STV Database Jan-Dec 2020, FreeWheel Jan-Dec 2020 Source: Adobe Analytics Jan-Dec 2020; live growth by time spentTop programmes
Janet King, STV Player
Drama and soaps continue to dominate STV Total Streams Avg. per episode
Player’s top programmes, with 9 titles each
Coronation Street 9.2m 42k
generating more than 1 million streams.
Emmerdale 6.2m 26k
An additional 149 titles – comprising 2,000 Take The High Road/High Road 2.1m 5k
hours of content – have been acquired
and added to STV Player to enhance our The Bridge 2.0m 62k
digital offering. Des 1.4m 463k
8 out of the top 15 best watched shows White House Farm 1.3m 215k
were STV Player exclusive content. I’m A Celebrity... Get Me Out of Here! 1.3m 64k
The Bridge was our top drama in 2020, Striking Out 1.1m 114k
beating Network titles like White House Liar 1.1m 176k
Farm, Liar and Des.
Janet King 981k 41k
Gracepoint 957k 96k
The Slap 931k 116k
Acceptable Risk 790k 132k
Taggart 782k 8k
Britain’s Got Talent 694k 46k
STV Player exclusive
Source: Adobe Analytics Jan-Dec 2020, FreeWheel Jan-Dec 2020Des
Des, STV
1.4m 463k 1 in 4 1 in 2 37%
total streams streams per episode watched on 16-34s watched on of STV Player viewers
STV Player vs. TV STV Player vs. TV were under 34
Source: TV Reach BARB 2020, Adobe Analytics, FreeWheel Sept-Dec 2020Genre profiles
The Voice UK, STV
As we add more content to STV Player, we
are seeing new audiences come in to watch
a variety of genres.
Drama titles have been the most successful
this year, but we have seen growth in streams
for both entertainment and game shows.
Soap Drama Entertainment STV Player exclusive content Live
Male 29% 36% 35% 40% 45%
Female 71% 64% 65% 60% 55%
ABC1 39% 52% 45% 47% 49%
C2DE 61% 48% 55% 53% 51%
16-34 22% 25% 34% 18% 34%
35-54 34% 35% 33% 36% 33%
55+ 44% 40% 33% 46% 33%
Source: STV Database Jan-Dec 2020Top programmes by genre
The Sister, STV
Drama Soap
Des 1.4m Coronation Street 9.2m
White House Farm 1.3m Emmerdale 6.2m
Liar 1.1m Take The High Road/High Road 2.1m
Flesh and Blood 666k
The Sister 598k
STV Player exclusive Entertainment
The Bridge 2.0m I’m A Celebrity... Get Me Out of Here! 1.3m
Striking Out 1.1m Gordon, Gino and Fred: American Road Trip 529k
Janet King 981k The Voice UK 411k
Gracepoint 957k The Masked Singer 400k
The Slap 921k Ant and Dec’s Saturday Night Takeaway 225k
Gameshow Documentary
The Chase 275k Tyson Fury: The Gypsy King 210k
Who Wants To Be A Millionaire? 237k James Martin’s Islands To Highlands 109k
The Million Pound Cube 161k Welcome To HMP Belmarsh With Ross Kemp 101k
Beat The Chasers 134k The Real ‘Des’: The Dennis Nilsen Story 74k
The Chase: Celebrity Specials 34k Piers Morgan’s Life Stories 46k
Source: Adobe Analytics, FreeWheel Jan-Dec 2020Streams by platform Streams by device
Sky, which launched in Q4 2019, 7 out of 10 of all streams (71%) are on STV Player’s biggest growth was on FreeView,
accounts for 1 in 5 streams and is connected TVs – this will continue to grow FireTV and Roku, with Sky and Virgin
now our single biggest platform. as STV Player goes UK-wide. continuing their strong performance.
2020 2020
20% 18% 9% 9% 11% 10% 7% 16% 22% 7% 71%
2019 2019
4% 15% 14% 9% 17% 11% 10% 20% 31% 11% 58%
Sky Fire TV Virgin Media Freeview iOS Android Web Other Mobile App Responsive Web Connected TV App
Source: Adobe Analytics Jan-Dec 2020 Source: Adobe Analytics Jan-Dec 2020STV Player exclusive content
Gracepoint, STV Player
We have continued to promote new and
exciting content as it arrives on STV Player, and
5%
9%
19 12 21 1,210 12 2
this has led to over a third of viewers coming in 7%
14% new content new distribution new drama hours of different genres new live
to watch STV Player exclusive content. deals partners box sets new content covered channels
88% 12%
21%
Our high quality premium UK and international
drama box sets have seen success across the 19%
79%
year, and now account for 1 in 2 streams.
17%
Key drivers of STV Player streams: 67%
62%
Q1 – Janet King, The Slap and Acceptable Risk
Q2 – Gracepoint and Crownies
Q3 – The Bridge gained traction, racking up
1.2m streams in the late summer months
Q4 – Catching Milat and Striking Out
STV Player exclusive content only
Combined
H1 2019 H2 2019 H1 2020 H2 2020
Channel 3 Network only
Source: Adobe Analytics Jan-Dec 2020, FreeWheel Jan-Dec 2020Growth YoY
-10% 18% 57%
Key drivers of STV Player growth
Platform and product enhancements ensure
that STV Player is constantly evolving.
The enhancements include improved user
Channel 3 only (no Sky) Channel 3 + Sky Channel 3 + Sky journeys and more content across more
+ platform developments + platform developments platforms than ever before. With focus on
+ STV Player exclusive content STV Player exclusive content and the addition
of Sky’s platform, STV Player has seen a 57%
increase in streams against the prior year.
In 2021, STV Player will continue its expansion
into the UK market. With 39m homes now
able to access our content, STV Player should
see even greater growth this year.
Source: Adobe Analytics, FreeWheel Jan-Dec 2020UK-wide SVoD
60% 62%
In 2020, STV Player was made available Subscription video on demand
UK-wide across all major platforms. Initially (household uptake) 52% 56%
launching on Virgin Media in July, followed
by Freeview Play in August and on Sky+ and It wasn’t only broadcast TV and BVoD that
Sky Q set-top boxes in December. had a remarkable year – SVoD has seen a
large growth across 2020. Overall SVoD uptake
By taking STV Player UK-wide, we are making has increased by 8 percentage points across
our content available to 12x more adults. the last year.
In Scotland the potential viewing audience Disney+ entered the UK SVoD market at
of STV Player is a massive 4 million adults. the end of March and has achieved a 14% 34% 34%
As STV Player launches content UK-wide, we household uptake as of Q3, knocking Now TV
are expanding the potential reach for brands out of the top 3 streaming platforms. That
with the ability to access a colossal 51 million being said, STV Player had more hours of
adults UK-wide. content on it than Disney+ when it launched.
We have spent 2020 acquiring premium
international content for our audiences
12% 14%
– adding over 1,210 hours of STV Player
exclusive content.
7% 6%
In 2021, we will be spending 100% of our
marketing budget on promoting STV Player
content across the UK.
UK
Scotland Total SVoD Netflix Amazon Disney+ NowTV
Prime
Video
Source: BARB Establishment Survey, Households, Q3 2020,
OFCOM, Media Nations Report 2020.Catchphrase, STV Studios
STV Studios 32.5 million people across the UK watched
content made by STV Studios in 2020.Commissions
Celebrity Antiques Road Trip, STV Studios
STV Studios secured 19 commissions in BBC1 STV
2020 – consisting of 16 series and 3 Antiques Road Trip (Series 21-24) Clear Out Cash In
one-off programmes. STV Appeal 2021
BBC2 The Pride of Scotland Awards
Celebrity Antiques Road Trip (Series 10-11)
Channel 5
BBC Scotland The Tabloids and The Royals
Inside Central Station (Series 3) Our Family Farm Rescue
ITV Really
Celebrity Catchphrase (Series 5) The Yorkshire Auction House
Catchphrase: Catchiest Moments
Wonders of Scotland Sky Arts
Landmark
Channel 4
Screw (new six-part drama)
Is Covid Racist?Shows
Is Covid Racist? STV Studios
The combined reach of the new STV Studios Avg. audience Share % Reach
shows that were transmitted in 2020 was Celebrity Catchphrase (ITV/STV) 3.9m 24 18.6m
32.5 million people across the UK.
Catchphrase: Catchiest Moments (ITV/STV) 2.9m 14 9.5m
Hogmanay: The Pride of Scotland Awards Antiques Road Trip S20 (BBC1) 2.0m 19 14.3m
was STV’s highest reaching Hogmanay show
Antiques Road Trip S21 (BBC1/BBC2) 2.0m 16 14.6m
in the past 10 years.
Celebrity Antiques Road Trip S9* (BBC2) 1.2m 7 14.6m
The Tabloids and The Royals: Diana vs The Tabloids (CH5) 1.2m 7 1.7m
The Tabloids and The Royals: Royals Under Fire (CH5) 1.0m 6 1.5m
Inside Central Station S1 (BBC2) 635k 5 5.7m
Is Covid Racist? (C4) 577k 2 1.1m
It Pays to Behave (C4) 527k 3 1.0m
Hogmanay: The Pride of Scotland Awards (STV) 286k 14 644k
Sean's Scottish New Year (STV) 277k 16 301k
STV Children's Appeal (STV) 172k 10 327k
Inside Central Station S2 (BBC Scotland) 132k 7 527k
Ivor Cutler By KT Tunstall (Sky Arts) 105k 1 176k
The Bowler and The Bunnet (STV) 90k 14 120k
Inside Central Station: Christmas Special (BBC Scotland) 86k 5 124k
Muriel Spark By Ian Rankin (Sky Arts) 67k 1 79k
Source: BARB Jan-Dec 2020, individuals, 3+min reach, excluding repeats
*CART S9 full series (7 Oct 2019 - 28 Feb 2020)Awards
Elizabeth is Missing, STV Studios
STV Studios’ TV film Elizabeth is Missing Glenda Jackson – Leading Actress
won a total of 9 awards across 2020, BAFTA Television Awards 2020
including an International Emmy and
BAFTA TV Leading Actress award. Glenda Jackson – Actress, Television
BAFTA Scotland
Glenda Jackson – Best Actress
Broadcasting Press Guild Awards
Glenda Jackson – Best Performance
by an Actress
International Emmy
Andrea Gibb – Book to TV
Creativity Across Media: Entertainment
and Originality Awards (CAMEOs)
Andrea Gibb - Best Writer
RTS Scotland
Best Television Movie
Banff World Media Rockie Awards
Glenda Jackson – Best TV Actor Award
Edinburgh TV Awards
Best TV Movie
C21 International Drama AwardsBritain’s Got Talent, STV Essentials
Profile
Vera, STV
STV STV Player STV News Facebook
Male 38% 43% 28%
Female 62% 57% 72%
ABC1 34% 49% –
C2DE 66% 51% –
16-34 7% 32% 29%
35-54 30% 34% 43%
55+ 62% 33% 28%
Source: BARB Jan-Dec 2020; STV Database Jan-Dec 2020; Facebook Analytics Jan 2020STV micro regions
Shetland
Viewing by STV channel
41% 56% 3%
SD HD +1
STV Aberdeen
Advertising by micro region
STV West STV Dundee
SD HD +1 SD HD +1
Freeview Freeview Glasgow Aberdeen
Macro 4,019,000 Virgin Virgin
Glasgow
Aberdeen
Dundee
Central 2,985,000 Sky n/a Sky n/a
Freesat n/a Freesat Glasgow n/a
West 2,017,000
East 968,000
Freeview Glasgow Glasgow Freeview Glasgow
Edinburgh
North 1,034,000
Aberdeen
STV East Virgin Glasgow Virgin n/a n/a n/a
Aberdeen 693,000 Sky n/a Sky n/a
Dundee 340,000 Freesat Glasgow n/a Freesat Glasgow n/a
Source: BARB Jan 2021, adults Source: BARB Jul-Dec 2020, individualsTV platforms
Ant & Dec’s Saturday Night Takeaway, STV
TV platform on main TV set in household
Freeview Sky Virgin Freesat BT TV
Scotland 38% 34% 16% 3% 2%
UK 43% 32% 15% 4% 2%
Source: BARB Establishment Survey Q3 2020Coming Up
January February March April May June
Marcella, Finding Alice and The Bay are England faces Scotland in the Six Nations STV releases its annual results on the 9th April is a month of stripped dramas on STV, The Scottish elections on the 6th of May The delayed Euro 2020 Finals start on the
given box set drops on STV Player in January. Championship on Saturday 6th of February of March. with Viewpoint and Innocent keeping us on are given comprehensive coverage by the 11th of June. STV will show 22 matches
live on STV. the edge of our seats. STV News team. across the 31 day tournament. Scotland’s
STV is a launch partner as Facebook News Dunblane: 25 Years On with Lorraine Kelly twenty two year wait is over!
goes live in the UK. Ant & Dec’s Saturday Night Takeaway is is a special documentary at 9pm on the 9th Paul Reynolds takes over as chair of STV, The Brits are back on the 11th of May.
back on Saturday 20th of February, for 7 of March. replacing Baroness Margaret Ford who is STV’s coverage of England v Scotland – at
STV Player’s first UK-wide advertising weeks of entertainment. stepping down. STV Player introduces personalisation for Wembley on the 18th of June – starts at 7pm.
campaign launches, aiming to attract The 23rd of March marks one year since users, helping to increase consumption
new users from outside of Scotland on Aki Mandhar and Paul Reynolds join the Scotland was first put into lockdown. The STV Central HD upgrade of our STV News and engagement.
all major platforms. STV Board. gallery is completed.
Celebrity Catchphrase dominates Saturday New content deals with Sony and And they’re off... The Grand National is live
peak time viewing with audiences of 5 million. Entertainment One bring titles including on STV on the 10th of April.
The show gets its largest recommission of 13 The Client List, The Wrong Girl and Party
episodes for series six. of Five to STV Player. Scotland’s Virtual Kiltwalk, from the 23rd-25th
of April, is a key fundraising event for the STV
Elizabeth is Missing makes its US debut. Children’s Appeal.
STV Player launches an in-app search function
for Connected TVs, making it easier to find
your favourite shows.Glossary
Active User Impacts Macro Stream TVR (Television Rating)
Anyone who has viewed content on A measure of viewing of commercial spots. The total transmission area. STV Macro Any content consumed on STV Player One TVR is numerically equivalent to one
STV Player in the past 12 months. One impact is one member of the target area is a combination of STV Central and generates a player stream. percent of a target audience. It is often
audience viewing one commercial. Impacts STV North. used as the measure of the popularity of a
Average Audience are added together to give total impacts STV Player exclusive content programme, daypart, commercial break or
The number of people who watched a delivered by a particular spot, advertising Reach The array of programmes available to STV advertisement by comparing its audience to
programme. It is calculated by adding campaign, or channel. The estimated number or percentage of Player which does not consist of Channel the population as a whole.
together the audience for each individual people who viewed a particular television 3 network shows, it includes acquired and
minute of the programme, and dividing it by Impression channel or programme in a day/week/month. archive titles. VoD
the programme’s total duration in minutes. Each time an ad is viewed, that ad is said A long-form stream on STV Player that is on
to have generated an impression. Ad Registered User SVoD (Subscription video on demand) demand (not live).
Consolidated impressions include display & VoD with each A user of STV Player who has signed up Allows viewers to consume as much
The final viewing figures for a programme. It view counted for the period being measured. to use it and holds an account. content as they desire on a flat rate per VOSDAL (Viewng on same day as live)
is the sum of the live, VOSDAL and time shift month e.g. Netflix, Prime or NowTV. Timeshifted viewing that has been
audiences up to 7 days post-transmission. Long form Share viewed on the same day as the original
Full length TV programmes and ‘live’ The percentage of the total viewing audience Time-shifting live broadcast. It is included in the
CTV (Connected television) simulcast viewing of a channel on STV Player. watching over a given period of time. This The playback audience to a video or PVR/ overnight figure.
Any TV that can be connected to the internet can apply to channels, programmes and DVDR recording of a commercial, daypart,
and access content beyond what is available Micro time periods. or programme. The recording must be YoY
via normal offering from a cable provider. A sub-area of the STV Macro area, played back within 7 days of the original Year-on-year.
comprising; STV Central, STV West, transmission to be counted by BARB.
STV East, STV North, STV Aberdeen
and STV Dundee.Finding Alice, STV In keeping with STV’s sustainability promise, please consider the environment when printing this book
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