In an age of growing DVR use (sometimes in order to skip commercials) and increasingly multi-tasking behavior (with mobile owners spending perhaps an estimated one-third of their ad viewing time looking at their devices), Avid and Ovum set out to ask TV audiences why they continue to watch TV ads. Based on an online survey of more than 3,000 consumers across the US, UK, Germany, and Brazil, the researchers found that viewer passivity appears to be a bigger factor than the ad creative itself.
The quality of the editorial content also appears to be a bigger influence on viewers than the quality of the ad.
Across each of the 5 genres measured, respondents were more likely to say that they watch ads because they are “really enjoying the show and… want to watch through the ad break” and because “it doesn’t seem worth it to change the channel” than because they perceive the ads to be entertaining. Read the rest at MarketingCharts.