All Day Breakfast

All Day Breakfast is a research study that gets to the heart of viewers' hidden needs and emotions during Breakfast. It demonstrates how Good Morning Britain & Lorraine have the power to gather viewers together, engage them and prime them for advertising messages for the day ahead. Using a range of innovative research methodologies, including semiotics and implicit-association testing, the research sheds new light on the breakfast daypart.


We have previously proven that breakfast is impactful in its own right with one third of ITV Breakfast viewers’ weekday spend occurring in the three hours after breakfast. Through the ‘All Day Breakfast’ study, we uncover that breakfast is also a great time to introduce and impress consumers with new ideas at a time of day when they are at their most accepting.

In essence ‘All Day Breakfast’, highlights the importance to:

  1. THINK DIFFERENTLY– All Day Breakfast has highlighted a number of different views of breakfast, beyond the traditional idea of 'efficiency'. Advertisers at Breakfast should tap into a variety of emotional states from 'Togetherness', 'Optimism''Truth' and 'Transgression'.
  2. THINK BROADLY - Breakfast time is the perfect time of day for brands from a range of product categories (beyond the usual FMCG) to land commercial messages with consumers. Categories such as technology, travel, finance, insurance, motoring and utilities resonate with ITV Breakfast viewers in terms of product search and even purchasing.Contact your ITV Representative to find out more about this research.
  3. THINK BEYOND - For the first time ever ITV Breakfast have looked beyond the breakfast daypart and have unearthed how breakfast has the potential to set brands AND consumers up for the day ahead. 68% of consumers are seen to take more notice of ads on TV in the evening if they’re ones they also saw at breakfast. This rises to 76% for parents!

All Day Breakfast