Following on from the success of our Making Sense: The Commercial Media Landscape (Second Edition), which received worldwide acclaim, this brand new edition from the IPA looks at the evolution of the commercial media landscape of GB over the last 15 years, from 2005 to life under lockdown in 2020 and beyond.
Whilst previous analysis has often focused on individual elements of the media landscape such as video, or total media consumption, this study focuses solely on media in which advertising can be bought. This gives us a unique opportunity to look at the expected growth and decline trajectories of commercial media channels in 2020 through our pre-lockdown data and also how quickly established patterns and behaviours changed under lockdown. The media landscape has never been more crowded and complex than it is today, so this report looks to give clarity on where brands should focus their research, attention and effort to continue to thrive post COVID-19.
You can find Making Sense: The Commercial Media Landscape available as a free digital download and flipbook below and as usual we have made all of the data from Making Sense available as a free download in Excel format. The findings were discussed in detail in a 9 February webinar - watch the recording now.