ITV will today announce the results of its survey into clutter. Some details of this research have already been leaked – Sue Read at the MRG Conference last week gave some details.
ITV CLUTTER RESEARCH – DETAILS
ITV has today released research into “clutter”, the messages between programmes and commercials.
This took the form of two studies;
- In Depth Qualitative Research
The Switching study analysed viewer behaviour during breaks; the results of the study surprised even ITV; it showed that viewers do not switch channels as much as expected. On average across all the breaks looked at, 85% of the break was seen by viewers. 75% of viewers watched all of the break. However, there was a difference between centre and beginning/end breaks. Although it is generally accepted that there is more movement at programme junctions, the survey showed that switching within the centre of breaks is no higher than in the surrounding programming.
The research showed that break length is very significant; switching is affected by length once it extends beyond five minutes. For breaks up to 4 minutes, viewers stay for around 90% of the break; however, for longer breaks, this drops to 77%.
The study also found that non-programme editorial does not affect switching, in fact, it slightly increases the amount of a break the viewers watch.
Data was also analysed second by second find out viewer reaction to promotional material and ads separately.
This research, although in more detail than the BARB survey, showed very little difference in results. The main result of this detailed study was that it was discovered where in the break audiences are lost; it is before the break has started, during the end credit sequences.
The qualitative research revealed thatviewers do not really find promotions and ads clutter, but see them as a punctuation break between programmes, with some elements of this actually welcomed. However of the people questioned, those who were satellite receivers believed that on many of the new channels, it was clutter. It was unpopular if it was too long, or gave the plot away.
As a result of the research, ITV intends to cut programme end credits with immediate effect. Ad breaks will be kept to under 5 minutes wherever possible.
Richard Emery – ITV – 071 843 8201.
