Compelling content and social conversations are driving consumers back towards planning evenings around the linear TV schedule, despite the availability and convenience of video on-demand services, according to new research from Carat.
The data from CCS – the agency’s consumer research and insight tool that surveys 11,000 British consumers – reveals that 35% of people currently actively plan their evenings around the TV schedule – five million more people than four years ago when TV on-demand began to explode.
According to Carat, the behavioural change is being fuelled by social media use and viewer enjoyment of discussing the latest appointment-to-view (APT) TV shows while they air, rather than at a later date.
CCS shows that 57% of people are second screening in some way while watching linear TV, and that 33% are commenting on Facebook or Twitter about the programmes they are watching.
“The mix of Appointment to View programming and social media means that people are moving from passive to active viewing,” said Steven Ballinger, head of media investment, Amplifi @Carat.
“Being part of the conversation during the latest battle in Game of Thrones or a terrible audition in Britain’s Got Talent with friends and strangers hugely enhances the experience for the consumer.”
Ballinger said that there are huge opportunities for advertisers as a result.
“It turns their advertising from a monologue to a dialogue,” he said. “Using second screen apps such as AdSync or Shazam, which allows the user to access more content, creates more dwell time for consumers with the brand.
“It also helps to drive the consumer closer to the point of purchase. Something advertisers have been trying for a while with more traditional TV advertising methods.”
