• by Wayne Friedman , March 5, 2020

The growing popularity of premium video streaming platforms seems to be spilling over to advertising on those services, according to one survey.

Research from Valassis, a marketing technology and consumer engagement company, finds that nearly half of consumers -- 49% -- say TV commercials are more “relevant” on connected TV platforms compared to traditionally delivered TV ads.

In an even more positive finding, for younger TV viewers 25 to 34 years old, 69% are in agreement with the “relevancy” question.

Valassis says the next step in these results would be actions regarding purchasing decisions -- as 52% of consumers are more likely to make a purchase based on a connected TV (CTV) ad than a traditional TV ad.

But it's important to keep ads short. Thirty-seven percent of consumers said the maximum length of non-skippable ads they would watch is 15 seconds or less. Twenty-four percent said 30-second ads are good. Longer commercials --  60-second and 90-second ads -- only get votes representing 12% and 9% ,respectively.

In addition, the study shows that 56% of consumers have cable and streaming TV services, while 14% only have streaming TV and 21% only have cable. In addition, 35% plan to purchase new streaming TV services within the next year, and 21% say they are considering it.

Valassis surveyed more than 1,000 U.S. consumers over the age of 18 at the end of January 2020.