Binge TV Viewers More Receptive to Ads (Study)

/ Jul 17, 2014

BingeTV

By Robert Workman

Binge watching has become a new trend amongst streaming channels, and why not? When a new season of “House of Cards” or “Orange Is the New Black” debuts, we can’t help but watch it all the way through to see what happens. Now, such a programming binge could helpful to advertisers as well.

A new research report from Annalect, a part of Omnicom Media Group’s marketing technology platform, suggests that 58% of binge viewers enjoy watching at least three episodes of a show in one sitting, and don’t have to be treated to ads as a result.

So how is this a good thing? The study also says that viewers can tolerate ads provided that the right circumstances are given. A third of binge viewers said that they don’t mind seeing ads while they take part in their sessions, as it provides a bit of a break. Others believe it’s easy to put up with as long as there’s a low subscription rate.

“Many consumers understand that there is a value equation, so if they’re getting to watch on their own terms, they have to sit through ads,” said Annalect U.S. research director Jed Meyer. “Live TV is ad-supported and people do watch ads. The good ads cut through the clutter.”

Even though Netflix doesn’t partake in showing ads, other video-on-demand services, like Hulu and sites from TV networks, do. Binge viewers of such programming are more receptive of ads compared to TV viewers who just watch casually. Approximately 20% of binge viewers say they often discuss ads with friends and family, compared to the 12% of non-binge viewers. Fifteen percent even go as far as sharing ads on social media if they watch via binge, compared to the 7% that watch normal television.

It appears that binge viewing is on the rise…so you don’t have to feel bad about yourself as you sit through your next “Game of Thrones” marathon. Indulge!

This article was originally published on alistdaily.com, the insiders’ source for editorial focused on entertainment marketing news and content partner with VideoInk. Follow us on Twitter @alistdaily or subscribe for the latest news, data and more in your inbox.

How do you get an influencer’s audience to advocate your brand? [a]list summit: Influencer Marketing is coming up on July 31st in Los Angeles. Meet, share, and shape the future of marketing. Get more information about [a]list summit here.

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