Thinkbox To Examine Online TV
Thinkbox has commissioned an in-depth research study into the rapidly expanding phenomenon of online TV.
The research aims to reveal exactly how consumers are using online TV services and how attitudes towards online TV compare with those towards linear, broadcast TV. The research is designed to provide fresh insight into how the online TV environment is developing and how it can be used by advertisers.
Thinkbox has commissioned Work Research to undertake this new study, with preliminary results expected by autumn this year and full results in early 2009. The study will examine the following areas:
- Differences in viewing behaviours and patterns between linear broadcast TV and online TV
- How the context of watching TV online affects engagement
- Needs states served by watching TV online
- The role of ‘catch-up’ TV across different programme genres
- The relationship between broadcast and online content
- The contribution of broadcast brands in online TV
- Attitudes to online TV advertising and other economic models
- How the online TV advertising market is likely to develop
The study will include both qualitative and quantitative analysis. The qualitative research will study a group of current non-users as they start using online TV, to understand both the barriers and the benefits, alongside a group who use online TV primarily to catch-up with broadcast TV. It will also focus on a major TV programming event to explore usage patterns and attitudes in order to understand how a programme that is both broadcast and online is consumed, and whether attitudes to the programme are different in any way.
A quantitative online study will explore the key behaviours and motivations behind using online TV services and will analyse respondents’ views of advertising around online TV content, testing different and innovative ad formats. Thinkbox will work closely with broadcasters and agencies to help develop this side of the study.
David Brennan, research and strategy director at Thinkbox: “It’s the right time to take our first look at how viewers are using online TV. I hope that this new research will give us greater insight into how online TV is being consumed as part of people’s overall TV diet, and help advertisers understand how it can be integrated effectively with their broadcast TV campaigns.”
Thinkbox: www.thinkbox.tv