Streaming Ads Twice As Likely To Be Deemed Relevant As Linear TV Ads
- by Karlene Lukovitz @KLmarketdaily, September 8, 2021
More than half (50.6%) of U.S. consumers say they prefer using use ad-supported video-on-demand (AVOD) services to reduce or eliminate video subscription fees, according to a survey on streaming preferences and viewer behavior by Future Today, which operates several AVOD platforms, and Variety Intelligence Platform.
A “statistically relevant” sample of more …
Karlene, according to these findings the average respondent in this "statistically relevant" study spends only about 12-13 hours per week watching "TV"---either streaming or "linear". That's way, way below what other research---Nielsen, MRI/Simmons, etc. --- says is the normal national average TV consumption rate. And, according to the chart, streaming garners roughly 52% of the viewing time of these respondents---again a much higher percentage than Nielsen's meters are telling us is streaming's share---though Nielsen probably understates streaming usage slightly.
That sort of makes one wonder about the other findings---doesn't it----or does it?? As for the relevancy of AVOD ads relative to "linear TV" commercials, that's a highly impressionistic claim made by respondents who seem to be very heavy AVOD viewers and who are not referring to any particular commercials or brand ad campaigns. It would be interesting to see what TVision has to say about the average commercial attention levels for "linear TV"and AVOD. Does the greater AVOD ad relevancy claim translate into far higher commercial attentiveness for AVOD advertisers? I doubt it..