In recent years, the one constant in the ad-supported TV landscape has been change. As more streamers adopt a tiered pay model, as FASTs strengthen their foothold, and as viewing with ads increasingly becomes the default, tracking and understanding the shifts in viewer sentiments remains vitally important.
As the ecosystem evolves, our TV Advertising: Facts vs. Fiction study evolves with it. We’ve shown viewers remain open to and increasingly tolerant of advertising, especially in the right context and content. We’ve tracked growing awareness of and preference for a tiered ad model, and the relatively small impact ads have on overall user satisfaction and loyalty. And, we’ve demonstrated that when ad loads meet what viewers feel is reasonable, the results are good for advertisers and platforms alike.
In this seventh wave of TV Advertising – Fact vs. Fiction, we will continue to track use, viewing behaviors, and perceptions of ad-supported TV. We’ll explore the relationship between advertising and content, and how both impact platform choice:
- How has tolerance for advertising in content shifted over time?
- How have the newest entrants to the ad-supported field been received by consumers?
- What does the average viewer know about tiered service offerings, and how do their perceptions vary by brand?
- What impact do advertising and tiered pricing have on platform satisfaction and loyalty?
- What factors motivate viewers to switch between ad-supported and ad-free tiers, and what holds them back?
- How do aspects of the content and viewing experience (genre, daypart, etc.) impact perception and tolerance of advertising?
In the end, the goal of the study is to help TV service and content providers offer an ad experience that will enhance viewer satisfaction, engagement, and loyalty.
Source: Interviews with 3,000 US TV Viewers age 14-74
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