NEWS3 October 2016
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
US — A new survey has revealed that 53% of US TV viewers say they prefer free TV, where they ‘pay’ by viewing ads.
The survey, of 1,200 US consumers who watch at least five hours of TV per week, was carried out by Hub Entertainment Research.
But TV viewers’ responses to ads themselves seems to contradict this stated preference.
Other findings were that 83% of DVR (digital video recorder) users say they skip ads most of the time. This encompasses 60% who skip every ad. According to Hub, this is due to issues around relevance and targeting.
What’s more, 68% of DVR users say they will at least sometimes pause their DVR at the beginning of a live broadcast so they can fast forward through ads. A quarter ( 26%) say they do this every time.
The research went on to look at the types of ads that have more success in engaging consumers, identifying lighter ad loads, targeted ads and gamifying the ad experience.
"Conventional wisdom says that consumers simply don't like ads on TV. But what our study suggests is that they don't like the way ads are delivered on TV," said Peter Fondulas, principal at Hub.
"Consumers say they'd welcome having ads more targeted to their interests and product needs. And what’s especially interesting is that better targeting of ads based on past purchases doesn't appear to raise major privacy concerns."
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
In a new series exploring how research leaders manage work and life, Research Live hears from Guy Goodwin, chief ex… https://t.co/zuqLKnAyJ3
With the beginning of a new year, it is time to dust off the reading list. Marie Hense of @TolunaCorporate recommen… https://t.co/Nbb8PUbqtj
Ipsos India reshuffles marketing and operations teams https://t.co/hgscr5zKWv #mrx #marketresearch
The world's leading job site for research and insight
Hasson Associates
Junior Research Ops Exec – Market Research Agency
£20000–25000
Resources Group
Senior Research Executive – Gaming & Tech – Boutique Agency
£30,000–£35,000 + great benefits
Resources Group
Research/Insight Executive (Client Side) – Not-For-Profit/Sustainability
£32,000
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
Related Articles
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments