• by Joe Mandese  @mp_joemandese, March 10, 2004

As the ad industry meets today to discuss the state of the TV advertising model (see related story), a top media researcher is scheduled to release findings indicating that consumers have already moved on to a new one. Paradoxically, it may be one that excludes TV advertising.

Asked about a host of features associated with new TV technologies, the vast majority of consumers - 74 percent - said they considered the ability to skip TV commercials the most important to them, and they'd even be willing to sacrifice the convenience of such services as video-on-demand, and the frugality of "free" TV to have that capability.

"When we asked people if they thought commercials were a fair price to pay for watching TV programs, 63 percent agreed. They just don't want to be the ones paying it," said Dave Tice, director of the Home Technology Monitor at Knowledge Networks/SRI, which is releasing the findings today.

Tice said the findings reveal a disconnect between how industry players are looking at the TV advertising model and how consumers see it.

"The bottom line that consumers understand how the TV advertising model works. They don't see it as their responsibility to make TV work the way it works today," explained Tice.

Consumers Think Ads Are A 'Fair Price,' But Would Skip Them

Watching commercials
is a fair price:                    63%  
DVR ad-skipping should not be restricted:                72% 
Consider ability to skip TV commercials important:       74% 
Consider ability to watch
programs on demand important:  22% 

Source: Knowledge Networks/Statistical Research Inc. Based on telephone surveys of 400 adults conducted in November and December 2003.