Industry headlines


7th - 13th April 2014


April 11, 2014

Game of Thrones 2am simulcast opener watched by 9,000 in the UK

Sky Atlantic airs first episode of series four at same time as HBO in US, with 1 million watching across two UK broadcasts. Sky Atlantic's 2am simulcast of the Game of Thrones series four premiere for hardcore fans averaged 9,000 viewers, while more than 1 million watched the episode in the UK across two broadcasts or via Sky+ recording on Monday. In the US, the Game of Thrones premiere attracted HBO's biggest audience since The Sopranos finale in 2007, with 6.6 million for the initial 9pm transmission, and another 1.6 million for an 11pm repeat. In the UK, BSkyB – which rebranded its Sky Atlantic channel as the Home of Thrones to hype the launch of the eagerly-anticipated fourth series – struck a deal to broadcast the premiere at the same time as HBO's first airing to audiences on the east coast of the US.


April 11, 2014

The Sunday Times is launching a month-long TV campaign next month to coincide with a redesign of the paper, as it seeks to consolidate its reputation as a "behemoth" of the weekend.

Activity will focus on one of the paper’s pull-out magazine sections and comes as The Guardian advertises its "bigger, better Guardian and Observer weekend" papers, which now include the Do Something section. The Sunday Times has redesigned its print publications for the first time in five years with a "light-touch refresh" that will include a "taller and slimmer" magazine. The first interview with Silvio Berlusconi in ten years will feature in this week’s redesigned magazine, along with "amazing pictures of women fighters in the Congo". The TV campaign launches on 2 February and will be supported by multi-channel activity as the paper moves to grow its 360,000 digital subscribers.

April 11, 2014

The Guardian and Time Out sign up to LoveLive concert video platform

L-Platform, a cloud-based system that distributes video to channel partners, has also signed up Spotify as its brand partner. A Spotify-branded concert series featuring artists including Disclosure, Haim and Bombay Bicycle Club will be screened on the websites of The Guardian, Time Out and Q magazine from 15 April. Launched today, L-Platform will offer asset management, licensing and distribution of music video content to brands and media owners, and also has a digital library of music content which can be purchased or placed for free on any website using L-Player, LoveLive’s embeddable video player. Content will be served on a licensed, ad-funded, direct-to-consumer or paid-placement basis, providing music rights holders the opportunity to monetise their content.

April 11, 2014

Advertising Week explores industry's appetite for change

Reflecting on Advertising Week Europe and its 40 daily sessions on the future of advertising is no small task. Bigger and better than last year and with wide-reaching appeal to both old and new of the industry, the event has captured the attention of the capital. In just one year since its European launch, much has changed in London’s adland. There was less of a discrepancy between "our" event and its 11-year-old US cousin – where the agenda has always been progressive around new technology and disruption. A new generation of leaders have emerged and the event hosted more purposeful discussions. Creativity in a digital world was a recurring theme, with the repeated call for medium and message to fall in love again, as well as much talk of the content and tech revolution and the need for a resurgence of creativity. The benefit of a conference that unites everyone in the ad industry is clear, however. More conversation about the things that need to change will move individuals and organisations closer to that change.

April 11, 2014

Half of all UK households will have tablets by end of 2014, predicts YouGov

Almost half of all UK households will have a tablet computer by the end of next year, according to YouGov's Media, Technology & Telecoms outlook report for 2014. YouGov has based its prediction on retailers including Tesco, Aldi and Argos launching cheap tablets for Christmas and the growth in tablet ownership per household in the past year, which it claims has risen from 22% in February to 32% in November. Russell Feldman, director in technology & telecoms at YouGov, said: ‘Tablets have truly crossed into the mass market over the past year. Among those who do not own a tablet, a fifth are in the market to buy one, with 84% looking to purchase one in 2014. Furthermore, 15% of current owners are looking to purchase another tablet and of these, 86% expect to get one by the end of 2014. It will soon be the case that people will not think whether they will get a tablet, but when."


April 11, 2014

Swedish subway digital stunt sends woman's hair flying

Motion sensors have been attached to a digital outdoor display ad on a subway platform in Sweden to wow commuters as they wait for their train. The campaign for haircare brand Apotek Hjärtat's Apolosophy products sees a woman staring out of the digital display, with her hair hanging loose around her shoulders. The minute a train enters the platform, the sensors pick up the movement which triggers the display to change, showing the woman’s hair being blown around her head just as if she were stood on the platform.


April 11, 2014

Mobile adspend doubles to break £1bn barrier, says IAB report

Mobile adspend almost doubled in 2013 to break the £1bn mark and now accounts for £1 in every £6 spent on digital advertising, according to figures from the Internet Advertising Bureau. The growth helped the total UK digital adspend to hit a record £6.3bn, an increase of 15% year on year, claims data from the IAB’s Digital Adspend report, which was conducted by PricewaterhouseCooper (PwC). Mobile growth increased by 93% like for like to £1.03bn in 2013, from £529m in 2012, with social media adspend now accounting for almost a quarter of mobile adspend. Social media advertising spend on mobile increased to £221.8m in 2013, while across digital overall, social media advertising grew 71% to £588.4m.

April 11, 2014

Instagram generates six times more mobile data than Vine, says report

Instagram video generated six times more mobile data volume than rival Vine during the past three months, according to mobile operator data analysed by Citrix. Instagram videos, which can be a maximum of 15 seconds long compared to six-second Vine films, are on average 1.8 times larger than the average Vine video. Anna Yong, product marketing senior manager at Citrix, said: "Instagram has 150 million subscribers, while Vine has 40 million subscribers. "Therefore, Instagram videos have a larger built-in audience than Vine, and this combined with the larger file size, results in more traffic overall."


April 11, 2014

Rajars reveal listeners are going gaga for radio

Once seen as a threat to the medium, digital has helped propel audience numbers to a 15-year high. More people are listening to radio than at any time in the past 15 years, according to last week’s Rajar figures for the final quarter of 2013, with 48.4 million adults tuning in a week. Global Radio’s 95.8 Capital FM is London’s number-one commercial station and Capital maintains its position as the UK’s top commercial radio network with 7.5 million listeners. However, Global Radio’s Heart brand fell slightly (0.8 per cent). Bauer’s Passion portfolio, home to brands including Kiss, Kerrang! and Heat, celebrated breaking the ten-million listener mark for the first time. Bauer’s newly acquired Absolute Radio Network also performed strongly, reaching 3.5 million listeners (an increase of 7.5 per cent year on year). However, Bauer’s Magic UK was down 3.5 per cent to 3.6 million. The newly combined reach of Bauer/Absolute is 16.4 million consumers every week in the UK.