Skip to main content

Will Consumers Tolerate More Online TV Ads?

A new comScore study, based on a survey of more than 1,800 U.S. consumers, grouped viewers into three segments -- TV-only viewers (65 percent), cross-platform (i.e. TV + online) viewers (29 percent) and online-only viewers (6 percent).

Respondents were asked questions regarding their "advertising tolerance." The questions were designed to assess the levels of advertising (based on one minute increments from 0-15 minutes) viewers would tolerate when watching one hour of TV programming on the Internet.

According to comScore, the results indicated online advertising might actually be tolerated between 6 and 7 minutes per hour -- higher than the approximately 4 minutes per hour that is currently tolerated by consumers.

When cross-platform viewers were asked about their motivations for consuming a portion of their TV content online, freedom in time and space emerged as primary motivators.

75 percent of these viewers selected online over TV because they were able to watch the show wherever they wanted, while 74 percent selected online because they were able to watch the show on their own time. They also preferred online TV viewing for the ability to stop and play shows when they wanted (70 percent) and less interference from commercials (67 percent).

When asked specifically why they watched TV episodes online, the most frequently cited reason among cross-platform viewers was that they had missed an episode on TV (71 percent), followed by convenience (57 percent) and fewer ads (38 percent). That's right, more than a third try to escape the advertising by viewing TV online.

Time shifting of TV viewing is most prevalent among younger TV viewers, with only 35 percent of viewers age 18-24 indicating they watched episodes live, 42 percent saying they watched the programming at a different time within one week of the original air date and 23 percent saying that they watched more than one week after the original air date.

25-34 year olds exhibited fairly similar time-shifting behavior to 18-24 year olds, while older age segments exhibited the least amount of time-shifting behavior.

Younger TV viewers are also more likely to watch TV across media with 54 percent of cross-platform viewers being under the age of 35 compared to just 30 percent of TV-only viewers.

Popular posts from this blog

Why Healthcare and Smart City Apps Drive 5G IoT

Fifth-generation (5G) wireless technology for cellular networks is a successor to fourth-generation (4G) wireless technology. By 2023, Juniper Research anticipates that there will be over 1 billion 5G connections globally. The technology will provide the data infrastructure for the advancement of wireless communications and for new developments in the Internet of Things (IoT) -- including smart cities and healthcare. 5G IoT Market Development According to the latest worldwide market study by Juniper Research, 5G IoT connections will reach 116 million globally by 2026 -- that's increasing from just 17 million connections in 2023. Juniper analysts predict that the healthcare sector applications and government or other smart city services will drive this outstanding 1,100 percent growth over the next three years. Juniper examined 5G adoption across key industry sectors -- such as the automotive, mobile broadband, and smart homes -- and forecasts healthcare and smart cities will accoun

How Savvy Leaders Re-Imagine Work in 2023

As we look to the year ahead, there will be significant challenges and opportunities facing the Chief Human Resource Officer (CHRO) role. In order to be successful, savvy HR leaders must be prepared to take proactive steps that adapt and evolve. "HR leaders have faced an increasingly unpredictable environment amid many organizations mandating a return to office, permanently higher turnover and burnt out employees," said Emily Rose McRae, senior director at Gartner . HR Innovation Market Development One of Gartner's key predictions for 2023 is that the use of artificial intelligence (AI) and automation will continue to increase within the enlightened digital workplace. This transition will require HR leaders to develop new skills and competencies in order to effectively manage and lead teams that are increasingly relying on these enabling technologies. Additionally, HR leaders will need to ensure that their organizations are investing in the necessary infrastructure and re

Top 10 CFO Priorities Require Rethinking Finance

The Chief Financial Officer (CFO) role is essential to digital business growth. While CFOs do not get closely involved in the tactical details of the digital transformation of their functions, they still recognize its strategic importance. According to the latest survey by Gartner, CFOs are faced with the challenge of balancing the need for substantive digital business innovation with financial cost control and risk management. "CFOs will be stretched thinly across many activities in 2023. The survey revealed a wide range of actions CFOs plan to either lead or be significantly involved with," said Marko Horvat, vice president at Gartner. Survey Findings: The Top Ten Priorities Cost Optimization - Cost reduction remains the top priority for CFOs as they look for ways to cut costs and improve efficiency in their operations. This includes identifying cost-saving opportunities through automation, outsourcing, and business process improvement. Business Continuity - The global C