“Hey hun x”, is ITV’s simple message as it draws on its set of reality TV programmes and top daytime television to announce itself the most-loved channel by the prosecco-sipping, bottomless brunch- going, leopard print-wearing crowd.
So assured is the broadcaster of its status that it is launching a new ‘Home of Huns’ rail on ITV X featuring The Only Way Is Essex, Loose Women, Absolutely Fabulous, Bad Girls and Footballers Wives.
According to the broadcaster’s findings in its ‘Hey Hunni: the ultimate guide to hun culture‘ report, just under two-thirds of UK Huns watch ITV programmes regularly.
To get the results, ITV used trend analysis, social listening and focus groups with self-identified huns. These were then run through a nationally representative YouGov consumer database which found that 11.8m (or just under a fifth of the population can be classified as huns).
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Moreover, the research found that this group are a lucrative audience for brands. Hunnies are more likely than Brits to make impulsive purchases and are more likely than the average TV viewer to purchase gifts, with two thirds admitting to spending a little extra on things they don’t need.
The research piece comes as part of the company’s What Unites series, and follows on from the broadcaster’s ‘What Unites A Kingdom’ looking at British adults and value, ‘What Unites Young Adults’ and ‘What Unites Fans’ which was launched during this year’s Euros.
ITV’s director of client strategy Kate Walters said: “ITV is where brands and consumers come together to connect and we ensure we keep up to date by exploring new cultural phenomenons.”
“Hun Culture is for those who don’t take life or themselves too seriously, love to go over the top for any occasion and get a buzz out of finding a bargain or splashing out on an all expenses package hols,” she added.