Viewers Pay More Attention To Ads On Digital Channels
Viewers are more likely to pay attention to adverts on cable and satellite channels than on terrestrial channels, according to research commissioned by BSkyB.
A study carried out by BMRB found that the wider choice in multi-channel homes means that viewers only watch programmes they enjoy and are therefore more likely watch commercial breaks.
Director of BMRB, Liz McMahon, said: “What this research shows is that when viewers are appreciative they are more likely to watch the commercial breaks. And because there is such a wide range of viewing choice people are actively seeking out their favourite programmes and thus paying greater attention.”
The report found that although satellite channels tend to attract smaller audiences than the big terrestrial channels, viewer involvement and appreciation of those channels is higher. In terrestrial-only homes, people are 40% more likely than cable and satellite viewers to watch a programme because there is nothing else on.
Sky’s director of sales, Peter Shea said: “In the current market there is a growing focus on the efficiency and effectiveness of television advertising. Big channels may attract higher audiences but lower levels of attention and enjoyment. Viewers are paying more attention to cable and satellite programmes and therefore will be more likely to see commercials and promo spots.”
McMahon added: “The report turns on its head perceptions that multi-channel viewers are less appreciative of their viewing choices because of the multitude of cable and satellite channels.”
The PRIME report measured peaktime viewing in more than 2000 UK multi-channel homes and examined how people watch television programmes and how this influences their behaviour during the commercial breaks.
According to the report, movies and sports channels have the most appreciative audiences, with average appreciation scores on Sky Sports 20% higher than those on BBC1 or ITV.
BSkyB: 020 7705 3000 www.sky.com BMRB: 020 8566 5000 www.bmrb.co.uk
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