Prosecco-fuelled bottomless brunches and iconic lairy leopard print – that’s Hun Culture.
ITV has revealed new research which finds that 11.8m people in the UK can be classed as Huns – a frivolous, camp and deeply relatable personality that is most commonly found in Reality TV, Soaps, Entertainment and Daytime TV.
Just under two thirds of UK Huns watch ITV’s channels regularly, making it their most popular commercial TV network
The paper – ‘Hey Hunni: the ultimate guide to Hun Culture’ – explores the phenomenon of Hun Culture using semiotic, qualitative and comms planning techniques and identifies the audience opportunities for brands.
“ITV is where brands and consumers come together to connect and we ensure we keep up to date by exploring new cultural phenomenons,” explained Kate Waters, ITV Director of Client Strategy and Commercial Marketing.
“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. We’re home to the most iconic Hun shows including Big Brother, TOWIE and Loose Women, as well as our brand new ITVX rail, making it easier than ever for brands to target this upbeat, outgoing and lucrative audience.”
The research used trend analysis, social listening and focus groups with self identified ‘hun’ consumers to uncover the shared characteristics of huns. These were then run through a nationally representative consumer database (YouGov Profiles) which found that 11.8m (or just under ⅕ of the population) can be classed as huns – also that most people who are huns don’t know they are one.
It also discovered that huns are a lucrative audience for brands. They are more likely than the average Brit to make impulsive purchases, more likely than the average TV viewer to purchase gifts and two thirds admit to spending a little extra on things they don’t need.
From today the new ‘Home of the Huns’ ITVX rail will showcase the best of huns programming on the streaming platform including Footballers Wives, Bad Girls, The Only Way is Essex, Loose Women, Absolutely Fabulous and Birds of a Feather.
