Ads placed during catch up TV shows aren’t as effective as those placed during scheduled TV programmes, according to new research by You Gov.
In its latest survey of TV viewing habits, only 39% of catch up viewers said they had seen ads when watching a programme on-demand. The majority of respondents (84%) said ads placed around traditional TV slots were more memorable and 53% said they were “less annoying” than those placed around catch up shows.
Just under a quarter (23%) said that they would watch catch up TV in order to actively avoid watching ads, with 53% saying they’d be more likely to watch catch up TV without ads.
Despite this, only 2% said they would be prepared to pay to exclude the adverts from catch up programmes.
The fact that adverts on live scheduled TV are more memorable is interesting, as consumers are increasingly using more devices while watching live TV – 71% say they make phone calls and texts, 58% access the internet from their laptop and 42% access social networking sites from their laptop.
These activities are significantly higher amongst those aged 18-44 years old, suggesting that if advertisers can focus on delivering relevant, quality advertising during live TV programming, their message will continue to get through to viewers, even to those that are engaging with other media at the same time.
“There’s no doubt that internet TV in the living room rather than on the PC is coming, and that younger consumers in particular are leading the way and embracing it already. But our research underlines that it is quality content that is driving viewers to the web to catch up with programming.,” said Adele Gritten, Head of Media Consulting at YouGov.
“Today’s demanding TV programme viewers are not just seeking out quality drama, documentaries and comedy – they also expect the adverts to be entertaining too. Our research suggests that advertising on catch up TV isn’t pitched quite right at the moment and there’s more to be done to take advantage of the connected TV viewers – now and in the future.”
You Gov’s research suggested that while ownership of internet connected TVs is currently low, there is clearly a demand for them - almost three quarters (69%) of respondents had watched catch up TV, citing convenience as the main driver for doing so.
BBC’s iPlayer is by far the most popular catch up service with almost nine out of 10 (88%) logging on to enjoy BBC content compared to 57% for ITV player and 46% for 4OD. Dramas, documentaries, entertainment and comedy rank highest in terms of the favourite content watched online.
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