THE BROADCAST REVOLUTION TAKING PLACE IN THE PANDEMIC - CONSUMPTION , ME A SUREMENT AND THE FUTURE
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THE BROADCAST REVOLUTION
TAKING PLACE IN THE PANDEMIC
CONSUMPTION , ME A SUREMENT
AND THE FUTURE
CONTENTS
INTRODUC TION P3
MEDIA CONSUMPTION P5 - P 1 1
• National TV P 5
• Regional TV P 9
• Radio P 9
TRUST P12 - P13
• The Opportunity for PRs P 1 2
T H E P I TC H I N G P R I O R I T I E S P 1 4
COMPLE X ISSUES P1 5
YO U N G P E O P L E P 1 6
C O N C LU S I O N P 1 8
2
INTRODUCTION
2020 was the year the British public witnessed
everything that constituted ‘normal life’ cease in
the wake of the COVID-19 pandemic.
Yet there was one constant presence there to
guide and unpack the unprecedented times the
world found themselves in: the broadcast media.
From the daily COVID-19 press conferences right
through to on-demand entertainment, TV and
radio has played a significant and trusted role in
our daily lives over the last year.
With absence of official radio measurement
figures from RAJAR, we commissioned research
with PR professionals and members of the British
public to understand the role of broadcast during
the pandemic.
The report draws some interesting conclusion
about the importance broadcast media plays in
our daily lives, predominantly focusing on three
core areas:
• How has the British Public been consuming
broadcast media during the pandemic?
• Attitudes of the British public towards
broadcast media: trust and complex issues.
• How the PR industry can capitalise on
opportunities in the broadcast environment.
3
CONSUMPTION RE ACHES FA C I L I TAT I N G T H E N E W S A G E N D A
RECORD HEIGHT S
89%
The findings of our report demonstrate the vital role that broadcast news
It will be no surprise to hear that consumption of has played during the pandemic and will continue to play as we move
daily news bulletins reached record heights during forwards. However the findings must also be a rallying call to our industry
the pandemic, with 89% of the British public to not ignore the potential of broadcast. Broadcast has an integral role and
saying they were tuning in to National TV News purpose and we need to use these insights to spark a change in how we
and 33% of the public listen to national radio every watched daily approach this channel to become more effective and efficient.
day. This is in contrast to 27% of the public who national TV news Through the pandemic, Broadcast Revolution has been at the heart of
consume online versions of newspapers every
helping brands navigate the broadcast environment. We have one simple
day, with 58% of the public rating TV as the most
motto; to stay relevant we must facilitate the news agenda and give brands
33%
trustworthy source of information.
an authentic voice about the issues impacting them and our society most.
Surprisingly our report has shown a shift in media This can’t be an afterthought, but takes a broadcast-first strategy to delivering
consumption amongst young people with 68% a real step change to how the industry plans broadcast media.
of parents saying that, during the pandemic, their
We hope you enjoy the report.
children (teenagers and younger) have increased
listened to daily
their viewership of radio and TV.
national radio
THE PR OPPORTUNIT Y
PHIL C APLIN
27%
The pandemic has been especially challenging
FOUNDER, BROADCAST REVOLUTION
for PR’s as they needed to adapt and make the
brands they represent relevant. 78% of those
surveyed said they did not deliver national TV and The Samples
radio coverage as often as they liked and 72% of
British Public survey was conducted between 18th February 2021 and 22nd
PR’s admitted to not being as confident as they’d read online February 2021
like in delivering broadcast coverage for their clients. newspapers daily
The sample comprised 2,004 UK adults. All research conducted adheres to the UK
Market Research Society (MRS) code of conduct (2019). RWB is registered with the
Information Commissioner’s Office and complies with the DPA (1998).
PR survey conducted between 20th January 2021 The sample comprised 208 UK
communications professionals.
4
MEDIA
CONSUMPTION N AT I O N A L T V
The pandemic has radically changed the way we During the pandemic, 89% of the British public said they were tuning in
have been consuming media as a nation. The way to National TV News every single day, of which almost half of the British
consumers connect with the news, engage with population (49%) consumed National BBC TV News and 40% consuming
entertainment and other facets of media, shines a commercial news outlets. The daily press briefings led into the BBC’s main
light on what things may look like post-pandemic. news bulletins which many stayed on to watch.
Nearly half of the
Consumption British population
(49%) consumed
of all National BBC
broadcast
TV News every
single day.
media has This figure is likely to have fluctuated during
significantly
the pandemic as many will have experienced
‘COVID fatigue’ due to the story being the main
increased
focus. Most editorial news outlets across the
UK have spoken about the challenge to keep
during the finding new ways to reach the audience with
effectively the same story each day for over a
pandemic. year – meaning they had to creatively explore
how they represented the news affecting society.
Broadcast Revolution analysed the daily
consumption of broadcast media.
5
The UK’s main national commercial channels (ITV, Channel 4 and Channel
5) did not broadcast the government daily press briefings, instead using the 37% tuned in and
content for their main news bulletins. These bulletins dissected the press out of national
conference and built specific features about what the data would mean for
commercial channels
our lives.
two or three times
This decision from commercial TV network news meant they were able per week.
to tap into those audiences who preferred to watch live and others who
wanted the summary. This is extremely important for PR professionals when
understanding the make-up of audiences. The challenge to target specific
broadcast outlets hardens without an understanding of the specific needs
of these audiences.
6
One thing is for sure, the
British public has digested
more broadcast news content
during the pandemic than any
point throughout our history.
7
S TAT S N AT I O N A L M E D I A
PROGR AMME CHANGES
• A weekly prime-time coronavirus special for BBC One
PR’s need to • A daily edition of the coronavirus podcast for the BBC
News Channel
understand • BBC Radio 5 Live hosted regular guest phone ins
that broadcast
• BBC One’s ‘The One Show’ was the BBC’s flagship
consumer programme covering all aspects of the crisis
media and their • A daytime programme on BBC One - Health Check UK
Live - to directly address the concerns of viewers
approach to
in isolation
• Increased focus on news, advice, and listener phone-
their audiences
ins on BBC local radio stations
• Educational programming for school children
varies hugely. •
•
Virtual religious services
TV box-sets returned to iPlayer and classic radio shows
returning to BBC Sounds
Meaning brands need
ITV announced it was going to:
• Include a new weekly show - Coronavirus Report -
to be well researched
produced by ITV news to “give viewers an in-depth
insight into issues affecting them during the current
and extremely targeted
crisis”.
Broadcast changes:
to maximise on the • Most BBC regional radio stations reduced output to
opportunity for their
four main shows
• Double acts were split up to adhere to social
stories to appear on air.
distancing
8
REGIONAL T V RADIO
Early into the pandemic, the BBC announced that it would be making In its more than 110 years of existence, radio has
cuts to its regional TV news output based on a target of £125m saving evolved with the many changes in our world and
throughout 2020 because of financial pressures resulting from the continued to prove its resilience. It has constantly
pandemic itself. adapted to change but its core goals - to entertain
At the time, Helen Thomas, the director of BBC England, said the and inform - have never changed.
corporation’s local and regional services were created more than 50 years As a result, people trust it.
ago, and “have changed very little and need significant reinvention.” OFCOM has reported it as
However, whilst ther BBC’s regional output changed, its viewership the most trusted media in
increased. the UK for many years - and
increasingly so amongst
34% say that they tuned in for BBC regional news every single day and 29%
younger audiences.
consumed regional commercial TV news every single day throughout the
pandemic. Radio remains the most
widely consumed medium
at a global level. It is
something which also sees
a surge in times of crisis.
29% watched regional
commercial
Radio remains
34%
news every day
the most widely
tuned into regional
news every day
consumed
medium at a
global level.
9
Whilst TV has proved useful for viewers during the
pandemic, providing news updates and opinion
According to Broadcast Revolution’s data
conversations, radio has offered a lifeline for many
people - especially those isolating or living alone. 33% – The Broadcast Revolution Taking Place
In The Pandemic - the average amount of
People have reported tuning into the radio when
time we spent listening to radio increased
they needed some light relief, using it more as
a means of entertainment than as a source for by 1 hour and 45 minutes
listen daily to
serious news.
national radio Our consumption of and engagement with radio
This isn’t to say that radio didn’t cover the news
increased significantly during this period and with
elements of the pandemic - but the data suggests
remote working set to be a key role within our
51%
that people were looking for something else. This
new normal, we expect these figures to remain
could be music, debate of topics - serious and fun
consistently high.
- and something which helped people cope with
the events taking place around them.
As a result, radio consumption has significantly
listen 2-3 times
shot up over the last year. 33% of the British public
reported to listen to national radio every single day, a week
whilst 51% listened two to three times a week.
Meanwhile, 34% of Brits have consumed national
commercial radio every single day.
34%
listen daily to
commercial radio
10PE TE WIL SON
It was an opportunity once a week to talk about what
EXECUTIVE EDITOR
is going on in their lives – and what has changed. The
BBC RADIO 4’S CONSUMER PROG YOU & YOURS
“
loneliness element became more important - talking
Audience needs have changed during the pandemic – more than information.
and we have to be able to move with that. For example There was also a need to constantly review the Covid
at the beginning of the lockdown there was a need for ratio. Overloading the output with tales of woe was
information, how do I get my shopping, what happens creating fatigue – so finding anything that was a
to the flights I have booked etc. The programme was positive was paramount. Also finding the basics – the
still case-study led but with a real need for practical stories we would do before the pandemic – were vital
advice and help. to try to establish some kind of norm.
As we entered the longer stretch it became clear that Going forward – the need to keep that balance will still
what the listeners then wanted was contact. Our Call be important. As we transition to whatever normal is
programme came into its own by supplying that. going forward – we need to be able to reflect the trials
and successes of the future and treat them in equal
measure.
The main thing is to reflect what the listener is telling
us – watch the emails and social media – and use Call
“H”
programmes to judge what people want and what is
important to them.
11TRUST THE OPPORTUNIT Y FOR PR s?
Interestingly, the high statistics of those consuming broadcast media (as
When it comes to absorbing content, first and
outlined in the first section) are in stark contrast to the amount of people
foremost, people want to be assured that the news
consuming other forms of content: for example, only 27% of the public
they are consuming is trust-worthy and reliable -
consume online versions of newspapers every day, while 63% of people read
this is especially true at critical times.
their news on social media each today - still a high number, but not when
In terms of comparing different platforms compared to the 89% of people tuning into broadcast.
based on how much they trust them, the British
Despite this evidence, our research shows that PR’s are missing out on the
public rated TV as the most trustworthy source
huge opportunities available to them through broadcast and that it can be
of information during the pandemic, with 58%
an afterthought in many marketing brand strategies.
saying they would turn to TV first for their news
information. This drops to 13% for online media, 11% When surveyed, 78% of respondents said they did not deliver national TV
for radio, and then (perhaps surprisingly) 10% using and radio coverage as often as they liked, with only 22% saying they secured
newspapers as their primary source of trustworthy this coverage on a regular basis.
information - and (not so surprising), just 8% using
64% PR professionals revealed that they did not deliver regional TV and radio
social media.
coverage as often as they liked during this period, with only 36% of those
questioned saying that they delivered this type of content on a regular basis.
58%
13% 11% 10%
8%
12INCRE A SED CONSUMPTION DURING COVID
The reality is that the broadcast landscape significantly changed during
According to Broadcast Revolution’s Data –
the pandemic with many outlets moving to get closer to the audience and The Broadcast Revolution Taking Place In The Pandemic
becoming preoccupied with how the pandemic was affecting our lives.
RADIO TV
Brands found this change challenging to connect with.
60% say their listenership 81% say their viewership
Broadcast Revolution’s data suggests that some PR professionals are unsure has increased has increased
and lack the confidence to pitch direct to broadcast outlets.
On top of this, many PR professionals’ media contacts within newsrooms 23% saying it’s gone up by 10% 15% saying it’s gone up by 10%
were perhaps exposed – with most working remotely. As a result the
standard newsroom phone number and email alias became somewhat 16% by 20% 15% by 20%
invalid, demonstrating the importance of having a very strong black book of
media contacts more than ever.
13% by 30% 14% by 30%
This meant that brands needed to focus on
relevancy and credibility on how the pandemic
12% by 40% 10% by 40%
was affecting their organisation and customers.
Every single organisation had a credible voice on
this subject and brands that realised this were able 13% by 50% 17% by 50%
to step up and become genuine and sought out
spokespeople for the media.
6% by 60% 8% by 60%
6% by 70% 7% by 70%
5% by 80% 6% by 80%
13PITCHING PRIORITIES
When planning strategies for clients to achieve maximum brand exposure,
72% PR professionals would consider online platforms first, 63% would
Data indicated that broadcast media are not include print, 45% would consider TV, and just 16% would think to include
only being overlooked, but that brands are not radio in their plans.
targeting their audiences in the most effective way. However, despite all the above research, there are two clear statistics that
When surveyed, 36% of people believe that brands speak loud and clear when it comes to understanding the relationship that
waste too much time trying to reach them on PRs have with the broadcast media and the opportunities that it offers:
their social channels. This is an interesting statistic, • Just 9% of PRs surveyed said that they have
when considering the amount of attention that a strong broadcast PR strategy (34% said
social media gets, especially in terms of marketing their strategy is hit and miss, 30% said it needs
strategies today. It might be that people use their work, and 27% said they don’t have a broadcast
social media to engage with the content they have strategy in place at all)
chosen to follow, as opposed to being targeted
with irrelevant content. • 72% admitted to not being as confident as
they’d like in delivering broadcast coverage
Where PR professionals spend most of their time for their clients
pitching tells a different story altogether. 53% of
PRs spend most of their time pitching online, and This shows a clear misunderstanding between where the opportunity lies
34% spend the majority of their time pitching and the steps being taken to achieve that potential brand exposure.
to print platforms. Given the daily broadcast 53% focus
consumption habits, just 10% of PRs spend most of on online
their time pitching to TV outlets, while this drops
to just 3% of PRs spending the majority of their
time pitching to radio stations.
34% focus
on print
10% focus
on TV
just 3%
focus on radio
14COMPLEX ISSUES
When considering which outlets allow the most time for Very quickly this evolved into Your Questions Answered
complex issues, the data provides insights as to which offer which was adapted and broadcast across most BBC
the most opportunity for these more in-depth subjects. output. For TV, this was often positioned as guest experts
on specific subjects (For example the A Level grades story,
Interestingly, the majority - 43% - of those surveyed
think that TV offers the most comprehensive coverage
vaccine experts or finance insiders relating to furlough).
People chose
TV as their
regarding complex issues, beating other media outlets For radio this was adapted at a personal level - with
such as newspapers (19%), online media (17%) and social outlets like Radio 1 creating short digestible packages
number
media (12%). which looked squarely at issues impacting young people
and regional ones helping to answer the key questions
In and around the Brexit story, BBC began to experiment
with The Explainer Builder which allowed questions to
for people’s lives including things like “Can I still walk my
dog?” one source
of credible
appear within articles helping reporters include some of
the most commonly asked questions - and their answers Similar to trust, most Brits have connected ‘complex
information
- within materials. issues’ to TV and this is likely to be where people got their
first views of what the pandemic would mean to them.
15YOUNG PEOPLE
One of the main issues that the media faces, generation after generation, is how to appeal to a new, younger
audience. Inevitably, as time goes by, new platforms and trends become popular, and the ‘traditional’ way of
communicating can quickly become out-dated as technology continues to evolve at a rapid pace.
A key example of this is the enormous upheaval that
social media had when it emerged into the world.
Suddenly, people were no longer relying on broadcast
mediums to get their news, as information was shared
on platforms such as Facebook and Twitter and were
using other social media such as Instagram and
Pinterest to communicate and share aspirational
images. Even now, new platforms still continue to
emerge - such as TikTok - with huge popularity and a
massive audience.
As a result, the majority of people - PR professionals
included - have concluded that one of the best ways
to reach a younger audience is to prioritise social
media.
16However our report shows, that 68% of
parents said that, during the pandemic,
their children (teenagers and younger)
have increased their consumption of
radio and TV.
Breaking this down further, 14% of these parents said
that their children’s broadcast consumption time
had increased by 50%, and 12% said it was up by a
third more than pre-pandemic. Meanwhile, 12% of
parents said their children have stayed consuming
the same amount of radio and TV content, whilst
just 2% said that the time has gone down.
This shows that, broadcast remains a valuable outlet
for targeting a younger audience. We are also seeing
broadcast outlets re-commissioning youth focussed
channel such as the proposed return of BBC Three
as a linear channel in 2022.
17IN CONCLUSION
As we begin steps towards recovery, PR professionals
need to understand how the landscape has changed
and how they can play an integral role in helping
Broadcast media has never been more important, trusted
brands broadcast their messages to their audiences.
and relevant than it has been during the pandemic.
Whilst some of these changes appear to be a
The public has consumed more broadcast coverage than ever before. They
reaction to the pandemic, broadcasters will have
trust TV and radio as sources of news and entertainment and are willing
been using this period to understand what makes
to engage with brand exposure on these channels. They believe broadcast
its audience tick and have been super charging
provides a suitable platform for complex issues, and broadcasters have seen
changes which will be fit for the new future.
an increase in the number of younger people tuning in and engaging with
their content. The pandemic has reminded us all of the power of
broadcast and how putting a broadcast strategy
In response, TV and radio has been quick to respond to the increase in
front and centre will reach this highly engaged and
consumption during the pandemic - adjusting their listings as necessary
trusted medium.
and predominantly moulded their programmes around their audiences
during this period - perhaps much more so than other channels.
In turn, this has made them a highly relevant and
useful medium for consumers.
If this year has taught us anything, it’s that
broadcast media has a more significant role to
play now more than ever before.
There is clearly a disconnect between the
opportunities that broadcast media presents, and
the way that PR professionals approach these in
their strategies.
Regardless, it seems that many brands are
missing a trick by not engaging with the myriad of
possibilities that TV and radio present.
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