YouGov research shows how coverage of ITV’s Mental Health Awareness Week is resonating with viewers

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YouGov research shows how coverage of ITV’s Mental Health Awareness Week is resonating with viewers

Research into ITV’s treatment of mental health issues during Mental Health Awareness Week and beyond has shown that a quarter of ITV Daytime and ITV Regional News viewers agree that reporting on ITV is changing the way they view mental health . A fifth of viewers feel better able to take care of their mental health thanks to stories about it on ITV.

ITV’s daytime shows – Good Morning Britain, Lorraine, This Morning and Loose Women as well as ITV Regional News reach 18.2 million viewers every week.

Research, conducted by YouGov on behalf of ITV, found that over a third of ITV Daytime and Regional News viewers reported mental health problems on the shows. More than a quarter were more aware of how mental health problems affect people than they saw the coverage, and more than one in ten were more likely to comment on their mental health, and almost one in ten has had a conversation with friends and family about their mental health Wellbeing, as a Result of Mental Health Reporting on ITV.

Programs during Mental Health Awareness Week, which ran May 10-16, had a particular focus on mental health with Good Morning Britain with activist Alastair Campbell as guest presenter and Scarlett Moffatt speaking on Lorraine about her mental health with a feature for their HEAducation campaign with Government Ambassador for Mental Health of Young People, Dr. Alex George. As well as a mental health conference call from This Morning and a nature advocate for the benefits feature, as well as a special Loose Men edition of Loose Women.

ITV Regional News covered a range of topics from ITV News Granada, which investigates the shortage of mental health beds available in the Northwest, to ITV News Central, which produced a powerful three-part series on men’s mental health and with whom who had thought about suicide and the different types of help available.

ITV has made better mental and physical health its social concern, an important part of its social purpose of making culture for the good, with campaigns like Britain Get Talking and a partnership between ITV2 and CALM. The latest activity for Britain’s groundbreaking mental wellbeing campaign Get Talking has encouraged 3.5 million people to take action by having a conversation or improving the quality of the conversation. The campaign, launched by Ant and Dec in a stunt on Ant and Dec’s Saturday Night Takeaway, encouraged audiences to ponder the quality of the conversations they had, with the message, “The better we talk, the better we feel “.

Susie Braun, Head of Strategy and Communications, Social Purpose at ITV, said, “In a year where so many people are struggling, it was really important to get the most out of Mental Health Awareness Week to get people’s stories out tell. It’s inspiring to see that daily and regional news coverage can have as tangible an impact on viewers as they think about their own and the psychological wellbeing of others. “

All figures, unless otherwise stated, are from YouGov Plc. The total sample was 1008 adults. The fieldwork was carried out between April 28th – May 1st, 2021. The survey was conducted online. The numbers have been weighted and are representative of all UK adults (16 years and older). ITV Daytime and Regional News viewers last month, the sample size was 358

In general:

● 20% of ITV Daytime and Regional News viewers feel better able to take care of their mental health thanks to stories about them on ITV.

● 25% of ITV Daytime and Regional News viewers agree that ITV coverage is changing my view of mental health I

After reporting on Mental Health Awareness Week, ITV Daytime and Regional News viewers said:

● More than 1 in 3 saw support with mental health problems and the UK Get Talking on daily and regional news (just under 1 in 4 for regional news alone)

● 46% feel more positive about ITV because they know it supports mental health problems

● 27% are more aware of the effects of mental health problems on people as they see coverage of mental illness on ITV

● 14% are more likely to open up about their mental health

● 9% spoke to friends and family about their mental wellbeing because they saw coverage of mental illness on ITV

● 63% of daily and local news viewers think it is important that ITV report stories about mental health and wellbeing



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