Commentary

Study: 80% Of U.S. CTV Viewers Watch Ad-Supported Content

Connected TV consumers are widely on-board with accepting advertising if it means getting free content, confirms a new survey conducted for SpotX.

Mintel surveyed a nationally representative sample of 1,500 CTV consumers 18 and older who said they watch CTV at least once per month.

While the research was fielded …

3 comments about "Study: 80% Of U.S. CTV Viewers Watch Ad-Supported Content".
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  1. Douglas Ferguson from College of Charleston, July 17, 2020 at 2:23 p.m.

    Wow. A study conducted for a video serving company reports that people like ads served. Amazing and totally independent research. Why do stations pay for Nielsen when they can simply find a company to report stronger viewing?

  2. Ed Papazian from Media Dynamics Inc, July 17, 2020 at 3:22 p.m.

    Douglas, I'm not a big fan of highly generalized research of this nature, however, many other studies just like it ----by neutral parties--- show similar results. Only a small percentage of respondents will defiantly state that "they hate all commercials" and claim that they "never watch any of them"---a contention that is probably not true. The reality is that most people watch and respond to commercials about products they need or when they are interested in finding a new brand to provide better service while others watch ads that are entertaining or show them how "others" behave so they can emulate them. The real beefs take place when a channel pumps out ten or more commercials per break---as is often seen on cable but less so on broadcast TV. The proof of the pudding will come as Peacock ( NBC ) sets out to garner 35 million subscribers for its ad-supported  AVOD service. I'm guessing that it will come close to this number. What do you figure---zero subs? Or, maybe only five or ten?

  3. Steve McGowan from Macatawa Media Partners, July 17, 2020 at 3:36 p.m.

    I keep reading all about the great potential of hyper-serving ads via CTV, yet I repeatedly see the same ad run twice in a pod, or the same ad in EVERY pod.  And I just love seeing the beer and spirits ads, though I don't drink.  Someone explain which 3rd-party database is being fused to my OTT box and smart TV to make those happen?

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About the Author

Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.

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