Television Advertising - US - January 2018
"Many online adults viewed a commercial via linear television in the last week, and these ads continue to have a powerful influence; the majority of viewers for every category surveyed have had some positive responses to commercials, including the desire to learn about new products and gain new insight into ones with which they’re already familiar. Further, while viewers are being lost to streaming services, some online respondents viewed a commercial via a time-shifted platform in the past week alone via digital video recorder (DVR), Television Everywhere (TVE), or pay television (TV) service video on-demand (VOD) libraries. The share of adults viewing linear programming is likely to continue to decline, but some portion of that audience will be maintained via these viewing methods."
- Billy Hulkower, Senior Technology Analyst
This Report looks at the following areas:
Half of audience tuning out
Purchases in response to commercials are rare
Positive responses less common for infrequently-purchased categories
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