A new study from digital video/audio technology company Avid says that 66% will “sit through a commercial, despite DVR technology" -- if consumers get engaging creative.
Viewers find it easiest to recall ads with humor (47% of viewers); compelling story lines (32%); well-developed characters (31%); music (25%); and celebrities (12%).
Avid found that 65% of viewers say "image and audio quality is the strongest driver of TV audience engagement" regardless of TV device -- television set, tablet, phone or otherwise.
The study also found that the average consumer is willing to pay $3.62 for a movie for digital video access; $2.37 for on-demand sporting events; $1.41 for sitcoms and reality shows; $1.32 for a TV drama episode; and $1.23 for a TV news program -- and that 37% of consumers would be willing to pay for old episodes of TV shows.
When it comes to current TV discovery, the study says that 39% of viewers learned about new TV shows via trailers on TV; 20% through channel surfing; 17% from friends' recommendations; 6% through social media, and less than 4% from news/video Web sites.
Smartphones and tablets also contribute to TV marketing efforts, with 14% of consumers "testing" new shows via these devices. Avid also says 30% of consumers return to “appointment-based viewing” once becoming fans of those shows.