Commentary
Streamers Still Watch Lots Of Linear... But 5% Of OTT Viewers Get No Linear Ads
- by Karlene Lukovitz @KLmarketdaily, August 21, 2020
What are viewers’ streaming habits looking like now that stay-at-home and reopening practices are all over the map, as opposed to the more consistent lockdowns of the spring months?
An analysis of July activity among 15 million U.S. smart-TV households within the TV audience data managed by Alphonso confirms that …
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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.
Studies with access to millions of set top boxes etc. should be reporting on usage (in hours or hours per user/person) and not number of users/persons (who could be using any particular source for a minute (or less?). What a waste of rich data. The study purports to represent users. Is it users or devices?
Jack, if it's smart sets then it has to be set usage, not viewing. Which actually understates the case they are trying to make as the figures for viewers would be higher, regarding statements such as 18% of OTT "viewers" didn't see any ads from many top spending TV advertisers. For viewers, the percentage was probably 25%. It's a hopeless battle to get people who turn out these studies based on device usage to understand that that set usage is not the same thing as viewer data---for TV, at least.
Those who turn out these studies do so for marketing purposes. Reporters should be asking the questions that need to be asked, not just summarize reported findings. For example, everyone knows that viewing levels in the summer are normally lower than in winter. Those reporting for Alphonso should know this. This story says viewing has returned to pre Covid levels. In my book, that means there is more viewing than one would expect. The fact that this is not mentioned means Alphonso doesn't know TV data and the reporter should know better as well.
Not seeing ads at all? Oh, the humanity.
Only in the ad biz is it a crisis that consumers dare to avoid unwanted interruptions.
Douglas, the "ad biz" is perfectly well aware that many viewers avoid commercials that don't interest them or are overly repetitive. This has always been true. The "ad biz" also knows from resulting sales responses that TV commercials work because people do watch commercials that they find interesting or amusing or for new products. The trick --as has always been the case--is figuring out how to effectively position your product or service and how to craft commercials that grab attention and convey your message. When a brand doesn't get this right, there's a crisis. When the opposite situation prevails---as often happens---there isn't a crisis. There are smiles.