Streaming has fundamentally reshaped the TV landscape, but one constant remains: the importance of advertising. As traditional TV viewership continues to decline and streaming, both free and paid, grows share of viewing, advertisers and programmers alike are continually refining and revisiting monetization strategies, with advertising as a core component.
Our TV Advertising: Facts vs. Fiction study has continually shown that viewers are increasingly open to advertising, especially when ads align with their viewing preferences and offer them cost savings. And, we’ve consistently seen that a positive ad experience, with reasonable loads of relevant commercials, is linked with increased attention and ultimately better value for advertiser, service, and viewer. So, what are the factors that enhance – or detract from – viewers’ ad experience?
In this ninth wave of TV Advertising – Fact vs. Fiction, we will continue to track use, viewing behaviors, and perceptions of ad-supported TV while exploring the following key areas:
- How are attitudes about advertising shifting over time, and how do they differ across demographic groups?
- How do perceptions of the ad experience affect overall satisfaction, loyalty, and value?
- What factors, from pod length to content genre, impact the ad experience?
- What role do platforms and content play in shaping viewer perceptions of the advertising they feature?
The goal of the study is to help streaming services, media agencies, advertisers, and distributors better understand how to present advertising that enhances viewers’ engagement and satisfaction with the streaming video experience.
Source: Interviews with 3,004 US TV Viewers age 14-74
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