Television

TV viewers in Europe not averse to short ads if content is free: research

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/09/16/Untitled-1_22.jpg?itok=z9CzkJLo

NEW DELHI: This is something that could bring some cheer to the Indian television news channels fighting to remove any cap on advertising.

 

A study by a British research firm in the United Kingdom, France and Germany has shown that over four in ten people say they expect advertising if the content is free.

 

Another 12 per cent reported ‘there’s nothing wrong with ads’ and some respondents even said they enjoyed ads.

 

Brightcove commissioned Vanson Bourne to interview around 4000 viewers last month on the same. 

 

When asked for their opinion on the current state of advertising, 41 per cent of respondents cited advertising as a ‘nuisance’, but many were realistic about the necessity of ads. However, 39 per cent of viewers wanted the ads to be shorter, another 31 per cent wanted to be able to fast-forward through them and one in ten said they should be more targeted.

 

Based on this research, to really ensure optimal ad engagement, broadcasters need to be mindful of the type of advertising they are serving to the type of audience who is viewing it, taking extra care to consider the length of the ad in relation to the content itself and the relevancy of that ad to the content being consumed.

 

The study also showed that with new types of video services competing for viewers’ time, traditional players must respond to survive, according to Brightcove mobile business marketing director Tracy Williams.

 

The study showed that viewers remain markedly loyal to traditional television and rank it very important to their lives; cross-platform services are a near requirement as four in ten viewers watch on multiple screens; online video content is being viewed throughout the day, including in the morning; and viewers are surprisingly realistic about the role of ads, particularly when in exchange for free content.

 

Expectations are extremely high and broadcasters serve disparate audiences, grouped in this report into four notable segments. In fact, more than seven in ten (71 per cent) of European viewers surveyed said there is still a lot of room for improvement across content choices.

 

More than half (51 per cent) of the viewers said that television is either important or really important to their life and over two-thirds (67 per cent) of respondents described themselves as loyal watchers of television programmes. Around 24 per cent said they are ‘hugely passionate’ about TV.

 

Thus, while television is still important for European audiences, technical innovation is altering how they consume broadcast content. Moving from the choice of just a few channels in the 1950s and 60s, through to satellite and later digital TV, viewers can now pick from a huge range of live channels and on-demand content (both linear or online) and watch what they want, where they want and whenever they want.

 

About 75 per cent viewers prefer PC or laptops, over a third are now using mobile (33 per cent) and around 34 per cent use tablets to view video content, highlighting the continued need for high-quality cross-platform services.

 

Content owners who do not invest in delivering the complete service that viewers expect risk low adoption rates and loyalty to their services. Four in ten (41 per cent) European viewers use more than one screen when watching video content. This consumer behaviour adds both an opportunity and a risk for broadcasters - an opportunity to create interactions across both screens (through social channels, for example), and a risk through added competition for attention from the second screen.

 

The study also indicated that online video content is now being consumed round the clock.. On average, the evening period is still peak time with over half (55 per cent) of all viewing taking place then. However, daytime (24 per cent), overnight (15 per cent) and morning (six per cent) viewing are catching up. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/colors.jpg?itok=3yolvWub
Viacom18 launches Har Din Diwali campaign with exclusive pricing for COLORS & COLORS Kannada

Spreading the cheer this festive season, Viacom18 announces a-la-carte price for its flagship Hindi GEC COLORS and Kannada GEC COLORS Kannada at Rs 12/month each.  In line with this special festive price, Viacom18 is launching a consumer awareness campaign ‘Har Din Diwali’ encouraging viewers to...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/amazon.jpg?itok=ca4q-ezU
BARC week 40: Amazon, Flipkart’s festive season sales make them the top two brands

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 28 September 2019 and 4 October 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals NCCS...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/barc.jpg?itok=06IbAd09
BARC week 40: No changes in Marathi and South GEC space

MUMBAI: In week 40 of BARC India ratings, no changes were observed in Marathi, Tamil, Telugu, Kannada and Malayalam space. In Bhojpuri space, Bhojpuri Cinema took the leading position and B4U which was leading last week has slipped to second position. In Bhojpuri space, Bhojpuri Cinema, B4U...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/spider.jpg?itok=wEvm7VUj
Explore the Spider-verse with the &pictures Hindi premiere of ‘Spider-Man: Into The Spider-Verse’ on 12th October at 8 pm

MUMBAI: Imagine, one morning you get up to discover that you have special powers like a superhero. Sounds interesting right! Well, similar is the story of a young lad Miles Morales who is stunned on finding out about his spider like abilities. But just when he thinks that he is the only one with...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/Zee.jpg?itok=pKLKs3DQ
Marking its 27th Anniversary, Zee announces attractive Festive Bonanza Offer on its leading entertainment channels

MUMBAI: The television industry has successfully managed to transition to the New Tariff Order (NTO) regime. Zee, as the leading television network of the country has collaborated extensively with industry players to ensure a smooth transition. To mark its 27th Anniversary, Zee has taken yet...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/2.jpg?itok=y-LjTNSW
BARC week 40: Star Plus slips to third position, SET continues to lead in urban market

In the week 40 of BARC India ratings, the leading Hindi GEC Star Plus slipped to third position, last week the channel was seen at second position but the channel continues to hold first position on pay platform. In the urban market, Sony Entertainment Television and Colors were seen at first and...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/star-india.jpg?itok=6GbY0IlJ
Star India announces festive offer for a-la-carte channels

In keeping with the festive spirit, Star India announces ‘Tyohar ka Upahar’, a promotional offer for its 16 a-la-carte channels including its popular channels -- Star Plus, Maa TV, Star Jalsha, Vijay, Asianet and Hungama TV. The festive offer prices will be available with immediate effect.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/vivo_pro.jpg?itok=yYgPWe5d
vivo Pro Kabaddi set to offer INR 8 crore in prize money for Season 7

Mumbai:  The ‘Toughest Week’ of vivo Pro Kabaddi League Season 7 is all set to treat fans with exciting matches at EKA Arena by TransStadia, Ahmedabad. vivo Pro Kabaddi announces a consolidated prize money of INR 8 crore for the seventh edition.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/11/viacom18.jpg?itok=ufnpsdiR
Bringing alive the adventure of Roadies, Viacom18 Consumer Products and Work With Fun launches ‘Café Roadies’

MUMBAI: Celebrating the robust legacy of one of India’s longest-running reality shows, Viacom18 Consumer Products in association with ‘Work With Fun’ announced the launch of ‘Café Roadies’ in Noida today. The café will be a social pad for those who take inspiration from the road less travelled...

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories