Quiz: How not normal are you?

MediaCat

5 hours ago

Never make the mistake of thinking that you are normal. If you work in advertising, you’re more likely than a typical Brit to live in an urban area, to work long hours, to commute to work and — for some reason — to live in shared housing without a living room.

In fact, you’re more likely to do or not do lots of things that make you and your media consumption habits different from the average Jo/Joe.

So, when it comes to making media planning decisions, you must not let your own behaviours guide you.

That’s lesson number one of Thinkbox’s TV Masters, a free and accredited online course to help you understand the UK’s TV marketplace.

It’s a simple message but a hard one for people to assimilate because we’re wired to assume that we’re typical. As Professor Lee Ross, who discovered the so-called ‘false consensus effect’, once proclaimed: ‘The person who feeds squirrels, votes Republican or drinks Drambuie for breakfast will see such behaviour as relatively common.’

If that’s persuaded you, you can enrol for the autumn 2025 TV Masters course here.

If not, we’ve made a quiz so you can test your ‘normality’ in an objective fashion. Don’t try to beat the system by guessing the ‘normal’ answers. Just be honest. Don’t you want to know how much of a weirdo you really are?

How not normal are you?

1 / 10

Have you visited LinkedIn in the past three months?

That’s not normal. Only 26% of everyday people, when polled for Thinkbox’s 2022 Adnormal Behaviour study, had visited LinkedIn in the past three months. Although 95% of people who work in advertising had done so.

That’s normal. Only 26% of everyday people, when polled for Thinkbox’s 2022 Adnormal Behaviour study, had visited LinkedIn in the past three months. Although 95% of people who work in advertising had done so.

2 / 10

Do you think the BBC licence fee is good value for money?

That’s not normal. Only 25% of people think that the BBC licence fee is good value for money, according to data from YouGov, while 66% think that it is not and 9% don’t know.

That’s normal. Only 25% of people think that the BBC licence fee is good value for money, according to data from YouGov, while 66% think that it is not and 9% don’t know

3 / 10

How many hours of content do you watch on your TV per day?

That’s not normal. According to Barb, people in the UK typically watch three hours and 35 minutes of content on their TV each day.

That’s normal. According to Barb, people in the UK typically watch three hours and 35 minutes of content on their TV each day.

4 / 10

These rows list discussion topics in order of prevalence. Which row most accurately reflects your conversation habits?

That’s not normal. The top row describes the conversation habits of normal people while the bottom row describes those of people working in advertising. Admittedly, they have a lot in common, except that ad industry folk didn’t include food and drink in their list, and normal people don’t talk about sports and fitness as much.

That’s normal. The top row describes the conversation habits of normal people while the bottom row describes those of people working in advertising. Admittedly, they have a lot in common, except that ad industry folk didn’t include food and drink in their list, and normal people don’t talk about sports and fitness as much.

5 / 10

On average, how many podcast episodes do you listen to each week?

That’s not normal. Just over one-fifth of Brits over 15 years old listen to at least one podcast per week, according to Ofcom. Podcasts have the widest reach among 35- to 44-year-olds, but even then, only 30% of that demographic listen to at least one per week.

That’s normal. Just over one-fifth of Brits over 15 years old listen to at least one podcast per week, according to Ofcom. Podcasts have the widest reach among 35- to 44-year-olds, but even then, only 30% of that demographic listen to at least one per week.

6 / 10

Do you know who Caitlin Moran is?

That’s not normal. Only 31% of Brits have heard of Times Columnist Caitlin Moran, according to YouGov data.

That’s normal. Only 31% of Brits have heard of Times Columnist Caitlin Moran, according to YouGov data.

7 / 10

Have you ever used an AI chatbot, like Gemini or ChatGPT?

That’s not normal. According to a 2025 Survey by Ofcom, 31% of adults had used AI tools such as ChatGPT or Gemini.

That’s normal. According to a 2025 Survey by Ofcom, 31% of adults had used AI tools such as ChatGPT or Gemini.

8 / 10

Do you trust news video clips that include a first-hand eyewitness view?

That’s not normal. Only 33% of UK adults say they ‘always’ or ‘often’ trust news video clips that include a first-hand eyewitness view, according to Ofcom.

That’s normal. Only 33% of UK adults say they ‘always’ or ‘often’ trust news video clips that include a first-hand eyewitness view, according to Ofcom.

9 / 10

Do you feel good if people like your shoes or your car?

That’s not normal. According to the 2019 Empathy Delusion study by Reach, 89% of normal people said that they felt good because other people liked their shoes or their car.

That’s normal. According to the 2019 Empathy Delusion study by Reach, 89% of normal people said that they felt good because other people liked their shoes or their car.

10 / 10

Which of these soap operas do you prefer?

That’s not normal. 68% of UK adults surveyed by YouGov said they didn’t like any soap operas. Among those who did, Eastenders was the most popular (9%), followed by Corrie (8%). Hollyoaks was fourth (2%).

That’s normal. 68% of UK adults surveyed by YouGov said they didn’t like any soap operas. Among those who did, Eastenders was the most popular (9%), followed by Corrie (8%). Hollyoaks was fourth (2%).