The TV show is still the thing: Programs get strong marketing attention among viewers -- but that awareness connection is not always linked to the network that produced the show.
Subscription video-on-demand platforms are making those associations harder.
Among viewers who watch a original broadcast or cable network TV program that is airing on a SVOD platform, fewer than half -- 41% -- could correctly identify the network where the show originally aired, according to Hub Entertainment Research.
The remaining 59% either guessed the wrong network or said they had no idea. Only 13% say a specific TV network is a “big factor” in their decision about which shows to watch.
Still, consumers do have strong associations with specific traditional and digital TV providers. Some 99% of respondents can identify their traditional pay TV provider -- multii-video channel program distributors -- and 89% are very/somewhat “confident” in knowing those companies.
Other brands that are “well-known” and “well-understood” include Netflix, with 99% saying it is well known and 82% saying it is well-understood; Amazon Prime Instant Video, with 97% and 65%; and Hulu, at 94% and 61%.
“Consumers associate great shows with the company that delivers them, not necessarily the one that created them,” according to Hub.
When asked whether they could only pick three specific networks/TV brands for original programming to have, Netflix scored the best results, with 36%, followed by ABC at 20%; CBS, 18%; HBO, 15%; and NBC, 13%.
The December 2016 survey was conducted among 1,300 U.S. consumers ages 16-74 with broadband and who watch at least five hours of TV per week.