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Quarter of Britons now watch majority of TV ‘on demand’


By John Glenday | Reporter

April 30, 2012 | 2 min read

A new survey compiled by YouGov has found that one in four Brits now eschew traditional broadcasts for ‘on demand’ TV.

Describing the results as a “paradigm shift in the way we use TV” the reports authors note that this figure rises to 41% of 18-24 year olds and fully 35% of smart TV owners.

When it comes to adverts the survey found that whilst only 14% of people say they pay attention to commercials that figure rose to 29% amongst 18-24 year old smart TV owners whilst one in five expressed a desire to be able to click on adverts to gain more information.

These figures rise for on demand viewers where 8% report paying more attention to adverts when they actively seekl out a particular show, a figure which increases to 16% for the 18-24 demographic and to 27% of those in the same age bracket but with a smart TV.

Dan Brilot, YouGov's Media Consulting Director, "The evidence shows that viewers are more engaged in ads when watching 'on-demand' content, which we'd expect as the programming has been actively selected outside the traditional 'linear' format. Other research suggesting that mid-roll ads are likely to be skipped less than pre-roll ads points to viewers starting in a very 'active' engaged mode when watching on-demand content but then slipping into the more familiar 'passive' lean-back mode.

“The new era of TV on-demand (TV 2.0) isn't just about better programming choices but also more effective and targeted advertising too. The appeal of clickable ads, for example, is clear - almost a fifth of consumers want to be able to click on TV ads to find out more about the products they are interested in. This desire for a 'call to action' relevant to them is ideal for advertisers, particularly if the call to action is making an instant purchase using their TV set and offers a measurable clickable return on advertising investment.”


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