Viewers Likely To Dodge Ads In Digital TV Future, Survey Finds

The British public are more likely to actively avoid TV advertising in the digital age, according to Futurescope research conducted by Western International Media.

The survey reveals that the ad avoidance habit is increasing across all main media (up 4% on 1996 for newspapers, up 5% for radio, up 7% for TV, up 11% for magazines, up 11% for direct mail).

TV ad avoiders are more likely to live in cable and satellite homes, where they can zap across more channels. Futurescope shows almost a third of the population (31%) always avoid advertising, but in cable/satellite homes the number rises to four out of ten (41%).

Mike Smallwood, chief executive of Western International Media, commented: “Futurescope shows that the more channels people have the more they tend to avoid advertising. Advertisers must recognise that in future TV ads will have to be made more distinctive, relevant and involving, or else the public will switch off when digital TV hits us.”

Other key findings include:

• 72% of cable and satellite subscribers are willing to pay for more programmes via digital TV, whereas only 47% of terrestrial viewers are prepared to pay.
• One in five of cable/satellite viewers has tried pay-per-view. Viewers who haven’t tried it feel they’re paying enough already.
• Women may play a major role in holding back demand and could act as a barrier to increased TV choice. They could persuade men and children against digital TV.
• Multi-channel TV is seen as encouraging the ‘couch potato’, with many people already having a negative image of cable and satellite.
• People want more quality programmes, including documentaries, nature, children’s educational programmes and comedy films and less imports such as American soaps, chat shows and Australian soaps.
• Only 21% of the general public are interested in dedicated football channels whilst 79% are not. A channel devoted to Manchester United would be the most popular, followed by Liverpool and then Arsenal.

Mike Smallwood commented: “The signs are that soccer is reaching saturation. In the new digital age, football’s additional pulling power is likely to be focused on pay-per-view aimed at die-hard fans rather than across the wider spectrum.”

Western International Media c/o Propeller Marketing: 0171 636 6300