Choose speciality channel:   Choose sector channel:     Search the site



Catch up adverts not as effective as traditional ones on TV

Catch up adverts not as effective as traditional ones on TV

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.

coupon for viagra coupons viagra
prescription transfer coupon link discount prescriptions coupons
coupon for cialis transfer prescription coupon
local abortion clinics facts about abortions
abortion arguments open online coupons free
abortion photos abortion at 5 weeks
what is the generic name for bystolic bystolic coupons
when is the latest you can have an abortion link how much is an abortion pill
new prescription coupons lilly coupons for cialis coupons prescriptions
abortion clinics in birmingham how to get an abortion pill
bystolic manufacturer coupon site bystolic coupon 2014
buscopan contre indication buscopan grossesse
cyklokapron wiki cyklokapron cyklokapron
manufacturer coupons for prescription drugs coupons for cialis 2016
free cialis coupons cialis coupons from lilly
metoprolol pro medicin metoprolol pro medicin metoprololtartrat
free cialis coupon 2016 cialis online coupon
priligy 30 mg priligy
abortion ethics abortion places abortion clinic locations
naltrexone uk what is naltrexone hydrochloride used for
nalterexone go naltrexone ms
naloxone challenge test how long does it take for naltrexone to work buy naltrexone online
ldn and autism ldn medication trinalin

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.