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.”
· 30% of UK adults say that they regularly watch TV online.
· Half of those aged 16-24 watch TV online.
· This figure increases to 81% when only students are taken into account.
· A greater proportion of students watch online TV than traditional TV (81% versus 78%).
· Students watch 78 mins of traditional TV per day, but online TV is catching up at 62 mins per day.