Long-Term Media Strategy

Client: BBC

The BBC faced a significant challenge as the TV landscape evolved. While the 80s and 90s generation grew up with broadcast TV, the next generation (18-34 in 2023) experienced streaming services. By 2018, the BBC’s weekly reach and time spent by under-35s fell below Netflix. To address this, the BBC focused on two key areas:

Building Love and Building Relevance. Ofcom’s latest annual report on the BBC calls out our success at attracting younger viewers. However, the job is never complete, we want new individuals to continue to fall in love with the BBC and see value in this true British institution.