Multi-tasking viewers are loathe to make purchases while watching shows, latest Ad Age-Harris Poll reveals
By Ad Age | May 24, 2021|
5 key data points you won’t want to overlook:
• 36% of those surveyed said they would consider buying a product or service directly from an in-show ad, dealing a blow to networks who’ve been banking on the popularity of shoppable media.
• Nearly 80% of Americans don’t want to watch ads. Respondents reported using commercial breaks as opportunities to check their phones, channel surf or do other activities.
• At least 65% agree that they would turn off a show if its ad load was too heavy, with just 19% expecting to see four or more ads during a 30-minute show.
• 80% would prefer to see ads before a show than in the middle of it—on linear TV and ad-supported streaming viewers.
• 69% of users say they’ve paid to get rid of ads. Users of live TV streaming platforms such as Hulu Live and YouTube TV are upgrading to ad-free service tiers in greater numbers than any other category.
Most viewers are comfortable with and have even come to expect some commercials in their ad-based viewing experiences—87% expect to see a minimum of one or two during a 30-minute show. But nearly two-thirds said that if a show’s ad load is too heavy, they would rather turn off the content than tolerate the tsunami of marketing.