Reston, Va. – Online TV viewers are willing to watch
between 6 and 7 minutes of ad content per hour, substantially higher than the
current 4 minutes served on average, according to a survey of 1,800 U.S. Web
users conducted by comScore.
The survey respondents were grouped into TV-only
viewers (65%), TV+online viewers (29%) and online-only viewers (6%) to analyze
viewing differences.
"While some analysts have suggested that the shift to
online video reflects a consumer desire to view fewer ads, our research
suggests that in many cases online TV viewers actually have a higher tolerance
for advertising messages than they are currently receiving," said Tania
Yuki, comScore’s director of online video and cross-platform products.
Among
those who watch TV episodes online, 71% said they do it because they missed an
episode, compared with 57% who cited convenience, and 38% who said it was
because they had to watch fewer ads.
Three-quarters of those surveyed said a
prime motivation for watching TV shows online is the ability to watch shows on
their own time.
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