Research |
Data: Consumers more willing to share info for personalised ads
Online privacy and data sharing
have been back in the headlines
following the introduction
of the Online Safety Act in
the UK. Data from Kantar
Media TGI shows that while
consumers are worrying about
personal information online,
they also don’ t mind sharing
data if it delivers a better
viewing experience – such as
personalised advertising on
streaming platforms.
“ This highlights how
personalisation, fuelled by
data sharing, is welcome when
done right – the challenge is to
guarantee the security of that
data alongside a better viewing
experience,” notes Kantar Media
TGI.
Highlights from Kantar Media
TGI’ s report: Trends in online
and TV privacy attitudes
1. Online privacy and safety are
back in the spotlight
In 2025, 61 % of UK adults are
now worried that personal
information entered online
may not remain secure – up
from 56 % in 2016.
• Willingness to accept
cookies for free content
access has declined from
54 % in 2022 to 49 % in 2025,
indicating growing caution.
2. But a growing number of
people are happy to share data
for more personalised ads
• Despite privacy concerns,
20 % of adults now agree with
sharing personal data for
more personalised TV ads –
up from 14 % in 2022.
• 22 % of adults now find
online advertising entertaining
– up from 13 % in 2021.
3. Relevance and entertainment
drive acceptance of data
sharing
• The issue isn’ t always
data sharing itself, but
whether ads are relevant and
entertaining. Consumers
are more accepting of data
sharing when it leads to ad
experiences they enjoy or find
relevant to them.
• 19 % of those who
are worried about online
data security still agree to
|
share personal data for
personalised TV ads.
• 23 % of those who
are worried about online
data security find online
advertising entertaining
– higher than the general
population.
• This shows that even among
privacy-concerned consumers,
relevance and entertainment
can override hesitation,
making a strong case for
better quality advertising
experiences.
4. Brand-specific variations in
consumer attitudes
• Sky Glass TV owners are 26 %
more likely than the average adult
to not mind sharing personal
data in return for personalised
TV ads.
• Meanwhile, Toshiba TV owners
are 35 % less likely than average
to agree.
• Heavy ITV1 viewers are 69 %
more likely than the average adult
to be willing to share personal
data for personalised ads.
• Among streaming platforms:
• Apple TV +( with ads)
subscribers are 42 % more
likely to be prepared to
give up personal data for
personalised TV ads and
49 % more likely to find ads
entertaining.
• However, Netflix
ad-supported subscribers
show no significant
difference from the
average.
Report: EE continues to deliver best mobile network in UK
RootMetrics, an Ookla company,
has announced the findings
of its bi-annual UK State of the
Mobile Union report.
EE won or shared every
UK-wide RootScore Award in
H1 2025, including its twentyfourth
consecutive UK Overall
RootScore Award, recognising
the operator for delivering
the best overall network
performance across the UK for
12 years and counting. EE also
earned RootMetrics’ Best 5G
award and led the way in both
nation-level testing and in major
metropolitan markets.
Other takeaways include:
|
• Three earned 30 RootScore
Awards in major cities— the
second-highest total among all
operators, and down slightly
from 33 in H2 2024.
• Three maintained its tally
of four awards at the nation
level and also retained a
share of the UK-wide Text
RootScore Award.
• Its speed results in
major cities were largely
similar to those in 2H 2024,
with median download
speeds above 50 Mbps in
14 cities, up from 13 last
time.
• Virgin Media O2 posted
better speed results in H1
2025, doubling its number
of major cities with median
download speeds above 50
Mbps( from five to 10) and
reducing its number of cities
with speeds below 40 Mbps
from seven in H2 2024 to
three this time.
• Vodafone’ s award totals
dropped at both the metro
and nation levels in H1 2025,
but the operator shared the
Overall RootScore Award—
recognising the best overall
performing network( s)— with
EE in Northern Ireland.
• Meanwhile, Vodafone’ s
speeds in major cities
remained generally
consistent, with the operator
posting median download
speeds above 50 Mbps in 12
out of 16 markets compared
to 10 last time.
Data: EPL sponsorship a digital goldmine for advertisers
Coinciding with the new Premier
League season kicking off, data
has shown the league’ s official
partners experienced significant
audience engagement growth
through the 2024 / 25 season.
The data, from adtech firm
Quantcast, highlighted that
Barclays topped the league of
addressable audience growth
throughout the season.
The Premier League partners
table highlights the growth of open
Internet addressable audience
comparing the first month of the
season( August 2024) with the last
month( May 2025).
|
Premier League partners table
• Barclays – 512 %
• Nike – 421 %
• Guinness – 279 %
• Panini – 161 %
• EA Sports – 94 %
• Oracle – 80 %
• Football Manager – 54 % The data showcases the clear benefit brands witness through being associated with a product that’ s responsible for almost half of the UK’ s TV export revenue.
Women’ s football continues its significant upwards trajectory too, as data shows the addressable audience for the women’ s game grew by a significant 590 % throughout last season.
Barclays and Nike outperforming the other partners while being affiliated with both the Premier League and Women’ s Super League suggests this isn’ t solely resulting from the success of the Lionesses at Euro 2025 – it’ s an increase in engagement that’ s set to continue.
Nisha Ridout, marketing director at Quantcast, commented:“ The Premier League is one of the UK’ s most recognisable brands worldwide yet many don’ t consider the beneficial impact its partners experience during the season. Our data highlights exactly that, with open internet addressable audience growth ranging from Football Manager securing a more than respectable 54 % growth, to Barclays experiencing a sixfold increase over the ten month season. It’ s not just official partners that can take advantage of the eyes on club football throughout the year though. Marketing teams should take stock of the popularity of football across the UK and consider how they can target very engaged audiences to align with peak moments in the calendar. Taking an omnichannel approach to advertising, aligned to significant events like Premier League fixtures, really can be the difference between hitting ad objectives, and exceeding all expectations.”
|