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Interactive TV Use Rises, But Ads Are Avoided

Interactive TV Use Rises, But Ads Are Avoided

The popularity of digital television’s interactive services is growing rapidly, with 5.3 million already interacting with TV programmes, sports events and advertisements via their TV remote controls, according to a new digital TV report.

The Continental Research survey found that 2.7 million people have turned onto reality TV show Big Brother‘s interactive platform, with a further 1.9 million viewers making use of the BBC’s interactive Wimbledon service. Sky’s interactive football services were used by 2.3 million and 0.8 million digital subscribers interacted with news programmes.

What is worrying from a marketer’s point of view is that only 100,000, or 1% of digital subscribers, chose to interact with advertisements.

According to the report, digital TV’s interactive services appeal to very different types of audiences. The Big Brother audience is young and working class whereas Wimbledon’s interactive service attracted all ages, but had a significantly ABC1-heavy audience. Sky’s interactive football with its “playercam” proved popular with C1s.

However, there is still a long was to go with 8.3 million or 61% of all digital subscribers not interested in the interactive services currently on offer.

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