ITV plans expansion of Viewback panel coverage

The panel was launched in 2009 to support the GMTV breakfast programme, which has since been replaced by the Daybreak show. Viewers of the Lorraine show were later added to the panel and now ITV is looking to recruit panellists from the audience for shows like Loose Women and This Morning.

ITV commercial research manager Anna Spencer said: “We have used Viewback very successfully over the years to support our advertisers’ investments in our Daybreak and Lorraine programmes, and we look forward to applying the same approach with our advertisers across all of our daytime programming.”