• by Jack Loechner , Staff Writer @mp_research, December 6, 2007

3 out of 4 TV Viewers Switch On and Go Straight To The "Guide"

According to a national study by Lieberman Research Worldwide, for Gemstar-TV Guide International and Comcast Spotlight, Interactive Programming Guides (IPG's) are considered a necessity for viewing and a valuable medium for entertainment marketers. At least eight out of ten i-Guide users (the industry's most widely-deployed IPG) agree that they always use their IPG to find what to watch and their IPG is a necessity for their viewing experience.

The study shows that the majority of i-Guide users say:

• That their IPG makes them aware of programs they didn't know about, is the best information source about TV programs and episodes, and enhances their overall TV viewing experience
• That they use their IPG when they first sit down to watch TV, when a new program begins, during commercial breaks and when they're bored with what they're watching

One-quarter of i-Guide users report using their IPG every/or almost every time a commercial comes on.

Consumers are looking for guidance, says the report, and use the IPG as an essential planning tool:

• Two-thirds of TV viewers decide what to watch after they sit down, switching on their TV sets with no specific destination in mind
• 65 percent turn to their IPGs while watching programs to see what's on other channels
• One-quarter lean on their IPGs to check for shows airing later in the week
• 85 percent of i-Guide users report turning to the IPG when a commercial comes on

50 percent of consumers who see IPG advertisements take action. Viewers are very likely to interact with ads placed on IPGs, especially those related to TV shows or sporting events:

• One-half of i-Guide users report noticing ads on their IPG at least once a week
• One-half of i-Guide users noticing IPG advertisements say they have clicked on the ad, with about one-fifth clicking on ads at least once a week
• Two-fifths of i-Guide users noticing IPG ads recall seeing an ad for a specific TV program or sporting event
• Almost 40 percent of those who recalled seeing a movie/event advertised, ordered it.

Richy Glassberg, senior vice president and director of ad sales, Gemstar-TV Guide, notes that  "IPGs have really evolved from a nice ‘extra' to ‘can't live without it' status..."

Hank Oster, senior vice president and general manager of Comcast Spotlight, says "In contrast to the relatively low level of engagement that banner ads elicit online, these results show that a high percentage of consumers notice and take action on IPG ads."

Oster concludes that "...IPGs have come of age... they've become portals to television and a true point of purchase positioning for advertisers."

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