Catch up TV adverts struggling to make impact YouGov research finds
Advertising through catch-up TV is proving to be less effective than on live TV, with only just over a third (39%) of people claiming to have seen them while watching a programme ‘on demand’, new research has found.
The latest consumer survey from YouGov focusing on TV viewing habits has found a growing demand for internet connected television, but has also discovered that adverts are still more effective when viewed on traditional home sets.
84% of respondents to the research said that adverts were more memorable on live TV, while just over half (53%) said that adverts were less annoying on live scheduled TV, and that just under a quarter (23%) claimed they were more likely to watch catch up to avoid adverts.
Over half (53%) said they were more likely to watch catch up TV without adverts.
BBC iPlayer was found to be the most popular catch-up service with 88% saying they used the service in comparison to ITV Player at 57% and 4OD (46%).
Adele Gritten, Head of Media and Financial Services Consulting at YouGov, said that there was no doubt that internet TV was coming and that younger consumers were already embracing the medium.
“Our research underlines that it is quality content that is driving viewers to the web to catch up with programming. And today’s demanding TV programme viewers are not just seeking out quality drama, documentaries and comedy – they also expect the adverts to be entertaining too. Our research suggests that advertising on catch up TV isn’t pitched quite right at the moment and there’s more to be done to take advantage of the connected TV viewers – now and in the future,” she added.