👋 Hello media misfits
Turns out Brits are glued to their mobiles more than ever—scrolling, swiping, doom-spiralling through the algorithmic abyss. But when it comes to feeling good? They’re still cuddling up with the TV remote like it’s 2003.
Let’s dissect the latest from Brand Awareness Weekly or whatever McAgency deck we’re pretending we didn’t skim during a Teams call.
📊 Screen Time Showdown
Mobile is King: The UK now officially spends more time on mobile devices than watching TV. Yes, even your mum’s Candy Crush habit counts.
But TV Ain’t Dead Yet: Especially for the over-50s who still think BBC News is unbiased and that TikTok is an anti-wrinkle cream.
Younger audiences (18–34)? Fully committed to vertical screens, group chats, and having the attention span of a gnat on Red Bull.
TV still holds court for news, sport, Love Island finales, and “let’s just have something on in the background while we eat” moments.
😌 Mood Swings and Media
TV = Mood Booster: It’s not just what we watch, it’s how we watch. Sofa. Slippers. Maybe a takeaway. That’s the emotional advantage of the big screen.
Mobile = Cognitive Whiplash: Messaging, streaming, stalking exes on Instagram—all at once. It’s not relaxing, it’s efficient stress.
Advertisers, take note: TV = relaxed audience = warm fuzzies = brand recall. Mobile = multitasking zombies = swipe and forget.
📈 Adland Takeaways
TV still does the heavy lifting for brand building. It’s the Barry White of media—slow, smooth, and unforgettable.
Mobile’s the drunk cousin at the party—loud, erratic, but surprisingly effective at getting numbers (clicks).
Use mobile for short-form, snappy, direct-response sorcery. Use TV for epic, tear-jerking, storytelling extravaganzas.
Cross-platform planning isn’t optional—it’s survival. Use tools that track your audience across their screen-hopping lifestyle.
Segment ruthlessly. Not all eyeballs are equal. Granny’s 7pm EastEnders mood ≠ Gen Z’s 3am TikTok scroll-a-thon.
💡 Strategic Tips (Without the Strategy Consultant Invoice)
Dual wield your media mix: Mobile for personalisation, TV for persuasion.
Tailor your creative: Think 6-second dopamine hit on mobile vs. 30-second “pass me the tissues” TV spots.
Invest dynamically: Channel budgets should shift like your clients’ KPIs—unpredictably but always with performance FOMO.
Chase attention, not impressions: That means factoring in mood, setting, and scroll speed into your strategy.
Basically…
Mobile owns time, but TV still owns hearts. Advertisers should stop treating them like they’re competing and start planning like they’re dating.
Until next time!
David