When is the best time for advertisers to grab a viewers attention while they're on a streaming platform? 83% would rather see ads play before a show than have viewing interrupted since a majority (85%) multitask during commercial breaks anyways. More: https://bit.ly/3E4AGQK
As offices look toward reopening, roughly 40% of workers say they want to continue working remotely, according to our poll for @USATODAY. More --> https://bit.ly/3aV9W90
The Listening Project, a study into the state of people’s lives from Milken Institute and @HarrisPoll, offers perspectives on how our lives will be post-pandemic.
Learn more: https://milkeninstitute.org/report/listening-project-global-perspectives-post-pandemic-future
Most U.S. streaming users have come to expect commercials on the platforms they watch, but the vast majority are being served the same ads too frequently and not when they want to see them, new Ad Age-Harris Poll research has found.
Ad-supported video-on-demand services have accelerated at a healthy clip amid the increasingly crowded “streaming wars” and four-in-five Americans now expect some form of ads to air on the streaming platforms they use. That being said, 44% say they don’t expect more than one or two commercials per 30-minute show. That’s in stark contrast to the just 7% of users who expect four or more ads in the same timeframe.
While many streaming platforms that have hit the market over the last few years promote a lighter ad load, that still equates to about five minutes per hour (or 10 30-second commercials) for NBCUniversal's Peacock and around four minutes (or eight 30-second commercials) for WarnerMedia's HBO Max.
Ad loads vary significantly from platform to platform, but one near-universal issue that respondents flagged is ad frequency: 88% of streaming users in the U.S. say they often see the same ad or ads multiple times per viewing session, the poll found.
A similar number of Americans, 82%, say they would prefer to view ads before a program begins rather than be interrupted with a commercial midway through, with nearly as many reporting that they use ad breaks to multitask.
More than two-thirds of respondents have paid to subscribe to at least one streaming platform sans ads, but the poll shows that people who use multiple services might only choose to upgrade one or two to the ad-free tier.
Most AVOD platforms currently available in the U.S. don't allow people to choose when during their viewing experience they’re served ads, but the new Ad Age-Harris Poll research suggests that giving them some degree of control might boost ad engagement.
At least 56% of survey respondents say they would pay more attention to any given ad if they were able to decide when they watched it; but that’s not the only method of effectively boosting viewer engagement that the research found.
For many viewers, their connection with an ad may hinge on receiving something in return. The poll found that 55% of U.S. streaming users would interact with an ad in exchange for a discount on a product or service, while 53% say they would interact with an ad at least once for an otherwise ad-free experience for the rest of their viewing time.
Perhaps unsurprisingly, the research further confirmed that pace of on-demand streaming services; 63% of Americans report the use of at least one streaming platform in their household, versus 55% who say they still watch linear TV at home.
And among streaming users, one service is rarely enough, with just over half of respondents in this category currently enjoying four or more paid or free platforms in their immediate household.
This survey was conducted by The Harris Poll on behalf of Ad Age between Oct. 15 and Oct. 18, polling nearly 1,000 U.S. adults aged 18 or older.
Read the full story at Ad Age.
Watch the Listening Project panel at the Milken Institute.
The devastating arc of the coronavirus awakened society to structural inequalities, institutional and cultural biases, and growing gaps in income, education, health, and opportunity. In our inaugural study last year, the pandemic exposed deficits in leadership, governance, and political, social, and economic policy.
Building on robust global research and insight from 2020, The Listening Project: Charting a New Course for Global Leaders examined the post-pandemic priority issues of global citizenry to identify the types of business leaders we need to drive growth and foster a more just world. As The Harris Poll data revealed, people increasingly want companies to help solve social challenges where governments are failing.
CEO, The Harris Poll
Chairman and CEO, Mattel Inc.
President and CEO, UNICEF USA
Executive Director, AB InBev Foundation
Stephanie von Friedeburg
Senior Vice President, Operations, International Finance Corporation
October 18 at 8:00 am PDT/11:00 am EDT
Ending as it began, 2021 presents unique, wide-ranging challenges. The 2021 Milken Institute Global Conference will open with welcoming remarks from Milken Institute CEO, Michael Klowden, followed by a presentation from Harris Poll CEO, John Gerzema on the release of The Milken Institute Harris Poll 2021 Listening Project: Charting a New Course For Global Leaders, examining priority issues of global citizenry and identifying the types of business leaders we need to both drive growth and foster a more just world.
The Listening Project is a research program developed by the Milken Institute and The Harris Poll to understand the most urgent needs and challenges people are facing globally. For our second edition of our annual study, we asked nearly 17,000 people in 27 countries to identify priority issues of global citizenry while identifying the characteristics of business leaders we need to both drive growth and foster a more just world.
CEO, Milken Institute
CEO, The Harris Poll
Anchor, Bloomberg Television
Chief Investment Officer, Employees' Retirement System of the State of Hawaii
President and CEO, Invesco, Ltd.
President and CEO, PGIM, The Investment Management Business of Prudential
Chairman of Investments and Global Chief Investment Officer, Guggenheim Partners
See the full video at Milken Institute.
Americans are more likely to see employer vaccine mandates as a plus than a minus, according to a new Fast Company/Harris Poll.
The survey of U.S. adults currently in the workforce found that 47% would be more willing to accept a job offer from a company with such a mandate, compared to only 29% who said they would be less likely. More than 3,500 organizations have already implemented vaccine mandates for COVID-19, according to White House Covid coordinator Jeffrey Zients, and the Biden administration’s requirement that companies over 100 people mandate vaccines or regularly test employees could be finalized as soon as next week. The survey suggests more people think this is a good thing than a bad thing.
Here are the poll’s key findings:
- Higher education level correlated with more positive attitudes toward employer vaccine mandates (high school diploma or less: 33%, some college: 44%, college grad: 58%).
- Regions with higher vaccination rates in general are more likely to favor employers that mandate vaccines (Northeast: 56%, South: 47%, West: 42%, and Midwest: 41%).
- People of color are more likely to be incentivized by employer vaccine mandates compared with white adults (52% vs 43%).
- Men are significantly more likely than women to accept a job offer with an employer vaccine mandate (52% vs 41%).
Among respondents who said they would be more willing to accept a job if there was an employer vaccine mandate, 59% cited “increased comfort interacting with coworkers” as the primary factor, while 58% cited “a sense of personal safety.” With a minority of responses reflecting opposition to vaccine mandates, the poll suggests required jabs aren’t as controversial as they might seem.
If it seems the pharmaceutical industry is in the press more these days amid the COVID-19 pandemic and the drug pricing battle in Washington, D.C., that's because it is. But while the industry has faced decades of negative sentiment among Americans, more people are coming around to see pharma's point of view, new Harris Poll data show.
Before the COVID-19 pandemic, a "baseline" 32% of the U.S. public had a positive opinion of the pharmaceutical industry, Rob Jekielek, managing director of Harris Poll, said in a recent interview.
Now, though, a "new normal" has set in. In recent months, pharma's rating has hovered in the 50% to 60% approval range, he said. The group tracks sentiment on a seven-point scale, and scores five and above are considered "positive."
During the pandemic, people began seeing drug companies in a “totally different light than they ever have,” Jekielek said, which led to a "massive spike" in the industry's reputation since the start of 2020. Pharma's positive rep peaked in February at 62%.
Since then, Harris has tracked a "softening" down to 56% in its September data, collected between September 24 and September 26.
A few factors played into that softening, Jekielek said. Biogen’s controversial Alzheimer’s approval dominated headlines for months, and now the drug pricing debate once again is in full force in Washington. But Jekielek stressed the comedown from the February peak hasn’t been driven by “explicit negativity,” but rather “increased ambivalence.”
The industry has a "big opportunity" to capitalize on its recent gains and ensure it doesn't slip back to pre-pandemic lows, Jekielek said. Knowing what's worked to bolster pharma's image in recent months, he suggested the industry should work to “reinforce the science and the people behind the organizations.”
It’s important for the industry to “engage proactively, and not on the same arguments” that it’s been making for the last decade, he added. It can't be a “single company” or a “silver bullet” type approach, Jekielek said, but rather "everybody" chipping in to raise awareness efforts.
Meanwhile, another new factor helping the industry's rep is that, with the COVID-19 vaccine rollouts, the public sees pharma companies working to prevent diseases rather than simply treat them.
Since the start of last year, pharma has seen the biggest gains of any sector in Harris' routine polls.
The industry's reputation jumped 24 percentage points to 56%, followed by a 22-percentage-point gain for health insurance companies, a 14-percentage-point gain for government and a 13-point gain for financial services. The tech sector is the only industry to have lost ground over that time, slipping two points to 73%.