A new study has backed broadcaster-led video-on-demand, but viewers say their perception of what TV is has begun to change.
The study, Thinking Inside the Box, was conducted by DRG on behalf of addressable TV provider Finecast, found 60% of viewers said they had changed their view on what TV Is over the last five years.
“It’s clear from the results of our “Thinking Inside the Box” research project that television is a powerful medium that will always have a place in the home,” said Harry Harcus, UK Managing Director, Finecast. “Both at a conscious and subconscious level, addressable TV advertising has the potential to positively impact viewers, but it needs to be done correctly. TV is an opportunity to tell a story, and the expectation from consumers is that it should be relevant to them too. Our research demonstrates that by marrying compelling creative with addressable capabilities, it’s possible to engage with a range of consumers in a variety of contexts and emotive viewing states through TV.”
74% consider BVOD to be TV, while 53% include SVOD and 9% include YouTube within their definition. And 74% is also the percentage that see BVOD as a source of high quality content, as opposed to 57% for online video, among viewers who use both sources.
59% of those open to advertising trust TV advertising the most vs Press (11%), Cinema (9%), OOH (9%) Radio (6%) and Online (6%) – 50% told researchers they didn’t trust any key channels.
