TV 'binge-viewers' are open to ads

Warc, 18 July 2014

NEW YORK: Just over twice as many "binge" TV viewers remember ads than viewers who watch TV in shorter sittings and they are also more likely to discuss ads with friends and family, a new survey has revealed.

Annalect, Omnicom Media Group's marketing technology platform, found 21% of binge-viewers remember ads more from TV bingeing compared with 10% of non-binge viewers, the Wall Street Journal reported.

Defined as people who watch three or more episodes of the same TV show in one sitting, binge-viewers are also twice as likely to share ads via social media (15% versus 7%) while 20% discuss ads with family and friends (versus 12%).

Furthermore, more than one-third (38%) say they would not object to seeing ads while binge-viewing if it lowered their subscription rate and a similar proportion (35%) believe ads provide a break for them whilst viewing.

The research – based on responses from 1,307 adults aged 18 and older who spend five or more hours a week watching televised content on any device and including 826 binge-viewers – also found they are typically younger than other viewers.

Four-in-five (80%) are Millennials, 68% come from Generation X, while 49% are Baby Boomers, the report said.

Jed Meyer, US research director at Annalect, said binge-viewing is now an emerging trend that provides opportunities for brands to engage with consumers.

"Many consumers understand that there is a value equation, so if they're getting to watch on their own terms, they have to sit through ads," he said. "Live TV is ad-supported and people do watch ads. The good ads cut through the clutter."

For example, advertisers might be able to take advantage of "dynamic ad insertion", a new technology that allows TV viewers to see up-to-date and relevant ads even if they're watching old content via video on demand.

Data sourced from Wall Street Journal; additional content by Warc