Ads on free, ad-supported streaming (FASTs) and services supported by both ads and subscriptions (AVODs) are more likely to be watched in full than those on linear TV and broadcaster video-on-demand “catch-up” channels (BVOD), according to a study from Samsung Ads in the UK, Germany, Austria and India.
The research surveyed a sample of 700 nationally representative adults (18-64) in each of the four markets, sourced via a third-party external panel facilitated by Verve Research. All participants owned a smart TV and watched or accessed TV channels and streaming services in the past month. The German survey was fielded in November 2022; the rest were fielded in May and August 2022.
In all of the markets, ads run within AVODs and FASTs were more likely to be watched in full than those on linear or BVOD.
However, in India, viewers were slightly more likely to be engaged with ads in the context of subscription-based streaming services (SVODs), with FASTs running a close second (chart above).India aside, AVOD/FAST ads consistently outperformed other platforms on all metrics. These were perceived as more enjoyable and relevant—although Samsung acknowledges that this was mostly due to many of the ads being promotions for new films and series, rather than being product- or sales-driven.
To start with, they didn't include anyone older than 64 which means that they left out those who are most likely to stay put and watch commercials. In addition, it has been shown by TVision in the U.S. that "linear TV" viewers are equal to if not higher than CTV viewers in attentiveness to commercials and this is via webcam observations ---not asking folks whose answers may be colored by all sorts of factors. The most likely reason for TVision's findings---seemingly favoring "linear TV" commercials---- is that all viewers regardless of age were observed---and, as I pointed out---older viewers, who dominate the "linear TV" audience stats, are most likely to watch commercials.
Thanks Ed. As usual spot on.
It reminds me of my university professor when studying math/stats. Part of the curriculum was to do with survey bias, both the unintentional and the intentional. His favourite saying was "give me the answer you want and I can conduct that survey for you".