ITV’s Playing Nice
ITV’s Playing Nice connected with its target audience, driving higher watch intent and exceeding pageview expectations
“Partnering with Mumsnet helped ITV reach an audience that values relatable, family-centric storytelling. The results exceeded expectations, creating not only buzz but also genuine engagement and enthusiasm for Playing Nice.”
- ITV (2024)
Brief in brief
Drive awareness and engagement around ITV’s new drama Playing Nice, positioning it as a must-watch show of the season and sparking conversations to build buzz.
Opportunity
With 54 million pageviews and 97 thousand posts on British dramas in 2024, our TV and entertainment audience is highly engaged, frequently sharing recommendations and debating storylines. Our users already engage in meaningful discussions on complex and sensitive themes, making it the ideal environment to foster conversations around Playing Nice and drive deeper audience engagement for the show.
Partnership overview
This partnership mirrored the way Mumsnet users naturally engage with TV - anticipating, discussing, and debating afterward. It blended editorial, community engagement through an interactive watch-along thread, targeted newsletters and contextual targeting to maximise impact, ensuring high visibility and engagement.
Results
100% display sponsorship of the telly addicts talkboard
Editorial: ITV’s Playing Nice review: what lengths would you go to protect your child?
Page views surpassed expectations by 598%, delivering nearly 6x the KPI
Ask the community: “ITV’s Playing Nice: Join our interactive watch thread”
Over 4x the expected page views, delivering 366% above KPI Nearly 2x the expected engagements, exceeding KPI by 179%
100% sponsorship of the telly addicts talkboard
Impressions exceeded KPI by 525%, with a CTR that was 60% higher than our benchmark
Precision contextual targeted display
Delivered on-target impressions and CTR against the benchmark
Pre-roll display
Impressions met KPI expectations, with a CTR nearly double the benchmark and a VTR outperforming targets
Daily newsletter email sponsorship
Email sends exceeded KPI by 730%, with an open rate 40% higher than target and
a CTR nearly double the benchmark
Brand lift study results
Key results:
Over half of those who recalled the campaign prior to launch said that the campaign on Mumsnet made them want to watch Playing Nice
More than 2 in 3 of those who watched the show post-launch said the Mumsnet campaign encouraged them to watch it
1 in 5 of those who recalled the campaign expressed a heightened desire to watch more ITV dramas in the future as a result
Viewership interest following campaign exposure
Those exposed to the campaign before the launch of Playing Nice were more likely to express interest in watching the show than those who were not
