Commentary

Even Paid Content Viewers Are Surprisingly Ad-Tolerant

Consumers in the U.S. and Canada are now spending an average of $112.10 per month on pay-TV bundles (including internet service), and $31.80 per month on subscription video-on-demand/SVOD, according to TiVo’s Video Trends Report Q2 2021.

For most people, those are significant amounts.

In fact, the survey of 4,500 North …

2 comments about "Even Paid Content Viewers Are Surprisingly Ad-Tolerant".
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  1. Douglas Ferguson from College of Charleston, September 24, 2021 at 8:19 p.m.

    Imagine a restaurant where 40-55% of the patrons found the food "taste-tolerant" -- not exactly a ringing endorsement.

  2. Ed Papazian from Media Dynamics Inc, September 25, 2021 at 10:17 a.m.

    Douglas, most people respond to individual commercials not to "ads" in general. Some commercials are most welcome as they announce new products that might be of interest, others show people new ways to use a product they already have, still others provide important information---or entertainment.But many don't---and, as a rule they are ignored. However, if the choice is not to have a program you want to watch---because there are no ad revenues to pay for it---or watching a program which contains a reasonable ---but not excessive---amount of advertising, most reasonable consumers will say "yes".

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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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