Commentary
On-Demand Viewers Averse To Traditional TV Ads
- by Wayne Friedman , Staff Writer, April 1, 2019
This month, YouGov.com surveyed on-demand TV watchers, defined as U.S. adults ages 18-49 who report watching 10 plus hours of on-demand, catch-up, or recorded TV during a typical week, and live TV viewers. It appears on-demand viewers are more averse to traditional TV ads than live TV viewers.
Overall, 56% of these viewers tend to mute ads on TV, compared to 48% of live TV watchers.
Seems somewhat logical. If you are watching live TV -- including big live sporting events -- you are conditioned to know what is coming -- many breaks in the action and many commercials.
But the issue of “trust” is muddy: 54% of on-demand consumers report not trusting TV ads, while 48% of live TV watchers say the same. Live TV watchers are slightly more likely to derive “pleasure” from TV spots than on-demand TV watchers -- 47% vs. 43%.
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These differences don’t seem that much. Why? What probably isn’t mentioned -- but implied -- is lots of overlap. Many on-demand viewers are also live TV viewers.
Perhaps those watching programs on Netflix, Hulu, Amazon or other such places feel siloed or cocooned when streaming. And they expect more -- or less -- in terms of any marketing coming at them.
If you watch traditional TV-shifted viewing through a pay TV provider and a commercial pops up because your remote-control skills are slow, one doesn’t get too upset.
But if a TV message on-demand service -- maybe a limited advertising on-demand service -- makes its way in front of your view -- you’d notice and not think too kindly.
And what about Hulu? We can’t tell, as it is in both areas -- ad-free and limited ad services.
Guessing it really comes down to price.
TV with advertising still seems part of the “free” TV ecosystem — even though it hasn’t been that for decades for virtually all U.S. households.
But with Netflix, Hulu, HBO Now and CBS All Access, there are extra $5 to $13 a month charges. Do TV commercials in on-demand instances result in extra TV access-fee agita?
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
Wondering if people like advertising? Then I noticed it's April 1. Got me.
This of course should not be surprising to anyone, and very well may just be an April fools joke (see Douglas' funny comment above). But, what we have learned is that audiences do understand the need for advertising and are willing not only tolerate but engage with them when done right. What does that mean? It boils down to one word..."experience." Has the advertising been done in a manner which is not disruptive to their experience? Is the audience/consumer still in control of their experience or is the advertiser or platforms will being forced upon them? If true...the audience/consumer is going to be left with a negative outlook on both brands responsible.
It's very tricky to make sure your brand is visible, engageable, and memorable without being too intrusive. "Subscription Fatigue" is a real problem, and AVOD is going to be a big part of the solution for the parties mentioned in this article. I'd welcome talking more about, and even sharing, a solution that can work for both advertising brands and these distribution platforms!