Download - Viewer Attitudes Towards TV Advertising
How do you really feel?VIEWER ATTITUDES TOWARDS TV ADVERTISING
Watching TV is no longer about schedule but about choice
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Ad Selector Example
Ad Selector
Branded Entertainment Selector
Study Design & Methodology
STUDY DESIGN AND METHODOLOGY
What we wanted to measure• Attitudes towards ads • Sizing and profiling of ad-avoidance segments• Intensity of ad avoidance attitudes/behaviors• Correlation between ad avoidance behaviors, attitudes, viewing situations, and types of shows
Methodology• An online survey was fielded March 19-25, 2015 using a
nationally representative, general population research panel.
• The sample consisted of 1,510 respondents representative of the general population and an oversample of 150 using Hulu Plus in the past month.
• To qualify, all respondents had to:• Be between the ages of 13-54• Have no one in the household employed in research,
TV, or advertising• Watch 4 or more hours of TV in the past 7 days
Total Respondents
n=1,660
1,510General
Population
150Hulu Plus
Oversample
Total Hulu Plus Users338
150 oversample + 188 Hulu Plus users in the gen pop sample = 338
STUDY DESIGN AND METHODOLOGY
Methodology• Nested quotas were set for age and
gender within region to ensure a sample representative of the 13-54 population according to the 2010 Census.
• Sample balancing weights are used to combine the general population and Hulu Plus oversample, resulting in a “Total Respondent” distribution where Hulu usage is representative of the actual proportions reported in the general population.
Total RespondentsWeighted(n=1,660)
Census DistributionOf 13-54’s
MaleFemale
50%50%
50%50%
13-1718-2425-3435-4950-54
12%17%23%35%13%
12%17%23%35%13%
NortheastMidwestSouthWest
18%22%37%23%
18%22%37%23%
Used past month:
Total RespondentsWeighted(n=1,660)
Gen Pop(1,510)
Hulu Plus (paid version)
13% 13%
Hulu (free version) 14% 14%
Net – using either 23% 23%
STUDY DESIGN AND METHODOLOGY
Research Design Challenge
How do you measure BOTH attitudes and behaviors towards ads in one survey instrument?
STUDY DESIGN AND METHODOLOGY
Scandal
Situational Framing
Viewing Decomposition
Viewing Decomposition Continued
Viewing Decomposition Continued
Viewing Decomposition Continued
Landmark Anchoring
Landmark Anchoring
Detailed Findings:Attitudes Toward Ads
AD ATTITUDES
Source: Leflein Associates, April 2015
Interacting with the show (e.g. voting, tweeting with the show, etc.)
Muting the sound
Flipping / searching around to see what else is on
Attending to others / chores (kids, pets, cleaning, cooking, etc.)
Trying to fast forward through the commercials
Checking messages / email / social media
3%9%
12%15%15%
27%29%30%
33%42%
50%66%
What Viewers Do When They Skip Commercials
Reality Check: Everyone Avoids Ads Sometimes
Base: General population avoiding any commercials (n=1,444)
Source: Leflein Associates, April 2015
AD ATTITUDES
Viewers Have Varying Attitudes Towards AdsBut Just 7% of Viewers Actively Avoid Ads
Base: Total general population (n=1,660)100% of the No Receptivity segment agree they “always avoid ads.”
High Receptivity35%
Medium Receptiv-
ity34%
Low Re-ceptivity
25%
No Re-ceptivity
7%
AD ATTITUDES
Attitudes – Not Demographics – Drive Ad Receptivity
Source: Leflein Associates, April 2015
HIGHRECEPTVIT
Y
MEDIUMRECEPTVIT
Y
LOWRECEPTVIT
Y
NO RECEPTIVIT
YMale/Female 50/50 49/51 52/48 50/50Avg. Age 35 34 32 34Median HHI $62K $62K $62K $62KChildren in HH 47% 47% 47% 42%
Summary Of The Four Ad Receptivity Segments
Attitudes Differentiating The Segments(% Agree completely/very much, index vs. total)
High Receptivity(n=575)
Medium Receptivity(559)
Low Receptivity(418)
No Receptivity(108)
Commercials are sometimes more fun to watch than the TV show
22% INDEX 157
Commercials allow me to get up and go to the fridge, bathroom, etc.
82% INDEX 149
Commercials interfere with my enjoyment of a TV show
62%INDEX 182
Now that I can watch shows without any commercials, there’s
no going back77%
INDEX 248
I like to share commercials I like with friends
25% INDEX 147
Not all commercials are alike, I like some and hate others
64% INDEX 136
I prefer to see commercials all at once at the beginning of a show
than during a show39%
INDEX 144
I hate all commercials59%
INDEX 328
I would rather wait to watch old seasons of shows on a commercial-
free service than watch a show when it first airs
55%INDEX 275
Source: Leflein Associates, April 2015
AD ATTITUDES
Viewers’ Worldviews Drive Their Attitudes Towards Ads
Viewer’s worldviews drive their attitudes
towards ads
AD ATTITUDES
Engaging Content, Both Programs and Commercials, Keep Viewers Watching
Source: Leflein Associates, April 2015
Base: General population watching any commercials (n=1,515)
It makes me anxious to flip/search around to see what else is on during commercials
I like to indulge in my show and doing other things takes away from it
I keep watching so I don’t miss any of my show
Some commercials are interesting or entertaining
12%
14%
50%
57%
Reasons Viewers Watch Commercials
AD ATTITUDES
Purposeful Viewing Has Positive Impact On Ads
Viewership of commercials increases with favorability toward the show. When the show is not a favorite, viewers will watch less than two-fifths (37%) of the commercials. But when watching their favorite show, they’ll watch more than half (54%) of the commercials.
Base: watching a full hour of a show that’s not a favorite (n=277), one of their favorites (959), number one favorite
(424)
Not a favorite Among their favorites
#1 favorite
100
121
146
Percent of commercials they'll watch if show is a favorite or not
Source: Leflein Associates, April 2015
Index
Index
Index
AD ATTITUDES
Low & Medium Receptivity Segments Appreciate Ad Options
A majority (50%) of viewers in the Low and Medium Receptivity segments (53%) would like to be able to control the types of commercials they get. And nearly two-fifths (39%) of Low Receptivity viewers would prefer to see commercials all at once at the beginning of their shows.
Base: total, High Receptivity (575), Medium Receptivity (559), Low Receptivity (418), No Receptivity (108)
I prefer to see commercials all at once at the beginning of a show than during a show
I’d like to be able to control the types of commercials I get
15%
21%
28%
53%
39%
50%
30%
47%
Q19. Agree Completely / Very Much
No Receptivity Low Receptivity Medium Receptivity High Receptivity
Source: Leflein Associates, April 2015