Video Ads, Banner Ads in TV Program Guides Drive Tune-In

As popular as social media is, many TV viewers still tune into the TV listings on the set itself to figure out what to watch. They also spend a lot of time in the electronic program guide, suggesting that the guide itself can be mined by marketers for untapped ad opportunities.

About 94% of homes check out the TV listing grid on a weekly basis, according to data released this week at "The Cable Show" from digital entertainment company Rovi from a sampling of cable operators using Rovi’s interactive guide.

Rovi also found that about one-third of all TV viewing time is a result of choices that viewers made from the guide, with the average user interacting with it about 16 minutes a day.

Those statistics are incredibly useful for entertainment marketers eager to reach consumers when they are searching for shows to watch. They also underscore that connected TVs are likely to play a role as an ad vehicle in the broader video-any-screen-anywhere trend.

Specifically, Rovi said that when it ran a banner ad to drive tune-in to a prime-time premiere one hour before the show, the banner ad in the guide generated a 75% incremental lift in viewership from viewers who were already spending time in the guide during the hour before the show. The study also found that a network running sampling campaigns a few days before a show’s air date generated a 62% increase in viewing with a campaign that linked banner ads to video trailers for the shows.

Tags: online video
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1 comment about "Video Ads, Banner Ads in TV Program Guides Drive Tune-In".
  1. Paula Lynn from Who Else Unlimited , May 24, 2012 at 7:57 p.m.
    Do you want to see a plethora of blinding ads when you are looking for the shows you want to watch since they keep rolling them around and know which ones to DVR or do you just get to the meat of it and consume ?