Ad clutter is becoming increasingly common on the VOD services operated by Poland’s leading broadcasters TVP, Polsat and TVN.
According to an analysis by Wavemaker, the average ad time on the services TVP.pl, Ipla.tv and Player.pl rose from seven minutes an hour in spring 2017 to 9.5 minutes an hour between March and June this year. This means that the average ad time on the VOD services is now approaching the maximum 12 minutes per hour on commercial broadcasters’ main TV channels, though TVP’s two main channels carry 9.2 minutes and 8 minutes respectively.
Wavemaker notes that despite the growing clutter, TVP.pl, Player.pl and Ipla are at the top of such services with the highest viewability.
According to Wavemaker, based in Gemius AdReal, TVP.pl had the highest viewability rate among selected video services as of this May (95.6%). It was followed by Ipla.tv (93.4%), Player.pl (92.4%) and VOD.pl, (86.6%) with YouTube and Facebook claiming 73% and 45.3% respectively.
Wavemaker also notes that research undertaken by VideoTrack last autumn showed that among video services advertising on TV caused the most irritation among viewers (55%).
The figures for VOD and YouTube advertising were 49% and 47% respectively.