Traditional Lives


Traditional LIVES

Traditional LIVES still watch the most TV of all groups and this has continued to increase over time. Evidence suggests that new ways of accessing on-demand content (such as via the set-top box) has also encouraged growth in their level of on-demand viewing (up 16 minutes wave on wave).

Technology continues to infiltrate the homes of Traditional LIVES, with tablet penetration up to 20% this wave. Usage of tablet devices is becoming more frequent which is starting to have an influence on their online behaviours.


Multi-screening for this group is most-commonly done on a laptop and mainly involves browsing the Internet; however there has been a significant uplift in ‘shopping’ whilst watching TV (+27% wave on wave).

What this means for brands

Targeting Traditional LIVES means brands need to have a strong broadcast media presence and should focus on building stature and trust throughout their campaign.

Explore other ITV LIVES

  • Busy Lives

    Event TV remains hugely popular for Busy LIVES and in particular, watching with their families. Tablet usage during these event TV moments is also on the rise so brands should also consider dual screen ad solutions.

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  • Connected Lives

    There has been a huge increase in the number of Connected LIVES 'Shopping' whilst watching TV in this wave. Optimising online shopping experiences for tablet devices should be key for advertisers.

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  • Social Lives

    95% of Social LIVES now own a smartphone and 45% own a tablet. This means brands should be embedding their campaigns across multiple touchpoints to reach them effectively.

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