Pre-recorded TV viewers cut out ads

The increasing use of digital television recording devices means fewer viewers will watch advertisements, according to a study.

Of viewers watching pre-recorded TV via services such as Sky Plus or hard drives, 86% say they always fast forward through the adverts, according to research carried out by YouGov for Deloitte and revealed today at the Edinburgh Television festival.

Only 13% of viewers watching standard TV watch the entire advertising break, while 11% never watch it.

Viewers might be encouraged to watch ad breaks if they were shorter(48%), or if ads themselves were shorter (17%) and more memorable (32%).

However, the report found that TV remains the most memorable and most impactful type of advertising.

More than a third (36%) say they pay most attention to traditional TV ads and it is regarded in the top three forms of advertising by 56%.

While it has dropped from 64% last year, it remains ahead of newspapers (30%) and magazines (17%).

Online video adverts have failed to make an impact on consumers with only 3% citing them as the kind of ad they were most likely to pay attention to.

James Bates, Deloitte media partner says: “The UK’s appreciation of television advertising appears to remain robust. However while television generates billions of commercial impacts every day, it is hard to measure precisely how many of these are viewed.”

Readers' comments (8)

  • I rarely sit and watch the adverts, in fact I will record a programme and watch it 15/20 minutes later to avoid them in some cases - Channel One or the other digital channels being the worst. Don't generally tend to do it with ITV, C4 or Five.

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  • Well if adverts were not all about insurance or no win/no cost suing services perhaps we might view a few more ads.

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  • TV advertising is way way over rated. First, as stated, most people me included don't watch ads -fast forward them or mute. Secondly you just have no idea how many people watch them. So you have Barb but this is just a panel of users scaled up to the full population. To say that 2,000 people can successfully scale to the entire population is stupid and i don't get why advertisers fall for it. Stick with magazines and esopecially online which lets you know exactly how many users you have hit with the message!

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  • Unfortunately there is too much advertising nowadays - up to 12 minutes an hour plus sponsorship break bumpers, plus promos, plus product placement. And how many times do we need to see ads for the likes of Go Compare?
    Perhaps going back to the amount of advertising that was allowed in the 1970s may result in viewers not feeling it so necessary to edit out commercials.

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  • If they were less intrusive, i wouldn't have a negative attitude towards tv ads. It is way too loud and I only develop hostile attitude towards the advertisers. For example, I would never ever use after being exposed to such annoying adverts.

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  • Anon, the funny thing is the sheer frequency and abundance of ads for some brands, ie: go compare mean that even subconciously you are virally discussing it. They clearly have a good, yet annoying team of marketeers!

    On another note, I think its fair to presume that Outdoor see's a huge chunk of advertiser-spend. Its becoming a very fast-paced and well-recognized platform/medium for advertisers to use.

    It is just that bit much harder to make it quantifiable which would see a further rise in spend.


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  • Additionally, when you question someone 'where did you see the ad?' everyone says TV first. Why? If they cannot recall exactly where, they say the place they feel it was most likely to have been. I have interviewed people and they have said TV when the ad they were shown wasn't even on TV. I would therefore question actually how effective TV advertising is without all the other supporting media...

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  • Why did they need to commision a study to determine this? I would have gladly told them for half of whatever YouGov were paid!

    Maybe the way forward is to make very sloooowwww ads that last for the whole break, designed to be viewed at 30x speed. Or make the whole break 30x longer and run them all like that? Bit of a bimmer for the digital not-haves tho. "Innnnjjjuuuurrryyy llllaaaaawwwwwwwyyyyyeeeerrrrssss ffffoooorrrrrr yyyyyyooooouuuu....." for 90 minutes during a half hour episode of Corrie. Nightmare,

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