Commentary

Streaming Ads: Relevance Offsets Load -- Up To A Point

by Karlene Lukovitz @KLmarketdaily, August 19, 2022

The latest research on ad-supported streaming services brings upbeat news for the concept in general, and particularly marketable findings for the ad-supported tiers of Discovery+, Hulu and Paramount+.

For starters, this new Hub Entertainment Research study on TV advertising — a survey fielded in May among 3,004 U.S. consumers ages …

ad-supported video on demand, advanced tv, avod, research, streaming, television

2 comments about "Streaming Ads: Relevance Offsets Load -- Up To A Point".

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Ed Papazian from Media Dynamics Inc, August 22, 2022 at 7:29 a.m.
Interesting but not surprising data from Hub Research, Karlene.

As has been demonstrated time and time again, audiences become acclimated to the number of ad messages directed at them and the the main issue is not so much how many ads are shown per hour but how many are shown per break. Even so, instead of raging against the program service that presents heavily cluttered breaks many viewers simply leave the room or pay no attention to the commercials. A classic example of this was the difference between dytime TV and prime time way back when. Daytime featured twice and sometimes three times as many commercials per hour but commercial recall studies found about the same level of playback for daytime viewers as prime time audiences. And both, were the same peiople. In fact your typical daytime TV viewer was also a pretty heavy prime time viewer and these folks merely got used to the ad clutter norms for each daypart and noted only those commercials that were of interest---ignoring the rest. They didn't rebel and stop watching the program content.
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