TV’s share of multi-screen video viewing time might be challenged by digital screens, but viewers remain most receptive to ads on live TV, perhaps due to an acceptance of these ads as the status quo, details Millward Brown in a recent study. The results are based on a survey carried out among 13,500 16-45-year-olds multi-screen users (who own or have access to a TV and mobile device) across 42 countries.
Overall, 50% of respondents’ time, on average, was spent with TV, with the majority of that time going to live TV (32%) and the rest to on-demand TV (18%). Smartphones (22%) were the device found to capture the next-largest share of video viewing time, followed by computers (18%) and tablets (10%). Within the US, respondents reported spending a considerably larger share of time in front of the TV, with almost two-thirds of their “yesterday” viewing time going to live (31%) or on-demand (33%) TV. Read the rest at MarketingCharts.