The Future Looks Promising for Shoppable TVĪs much as people indicate they don’t usually watch TV commercials, the silver lining is that they do pay attention to ads that are relevant to them. They were able to select multiple answers on what they would be willing to share and 50% said they would be open to sharing their age, gender and email address, 45% said they would provide information on the products and services they are in the market for, 29% would provide their phone number and household income and 25% would share their home address. 85% of respondents indicated that they would be willing to share personal information to watch a TV show with no commercials. While few networks are ready to decrease the number of ads they deliver, there could be an opportunity to decrease ad loads while still collecting valuable targeting data. The Value Exchange Solution: Data Sharing and Shoppable TV Most People Would Share Data for Fewer Ads Taken all together, 73% of people would pay more attention to the ads if they were better targeted to their interest, more diversified and had fewer ads per commercial break. Women are both 44% less likely to watch TV commercials than men (27% vs 39%) and 50% more likely to grab their phone during commercial breaks than men (51% v 35%).Ħ out of 10 consumers have purchased a product using their phone, tablet or laptop right after watching an ad for it on TV.įurthermore, 31% find TV ads too repetitive and 82% of them said they would pay greater attention if ads were more diversified in terms of products and services instead of the same brands and products they see over and over again.įinally, 31% feel there are too many ads, with 64% of them saying there shouldn’t be more than 2 during a commercial break. Of all the demographic signals, gender displayed the widest differences in answers. ![]() However, out of the 34% that usually do watch TV ads, 28% typically watch it on mute, which implies 76% of people are not actively watching TV ads instead of the 66% self-declared. When asked the main reason they do not watch ads, 64% said they grab their phone during commercial breaks, 21% switch to another channel and 15% leave the room or do something else. ![]() The Attention Problem with TV Commercials Most TV Watchers Don’t Actively Pay Attention to AdsĪccording to the results, 66% of respondents said they don’t actively watch TV ads. The results provide interesting insights into attention, muting behaviors, ad preferences and shoppable TV behaviors. ![]() In December of 2021, we surveyed 1,000 North Americans over the age of 16 and asked them a series of questions related to their TV viewing habits, preferences and experiences. So we conducted a new study to understand what is causing such low attention to TV commercials so we can begin to piece together how adtech can potentially improve the user experience, especially now while the connected TV (CTV) space is still in its infancy stage. In our commitment to study human behaviors and cognition in order to improve advertising performance through adtech advancements, we knew we needed to dig deeper into this attention problem. That was one of the surprising stats that came out of our research study on video watching behaviors in June of 2021. New research from Sharethrough highlights what is causing such low consumer attention to TV ads to help understand how the connected TV space can adapt.ħ9% of TV watchers usually take out their phone or another device during commercial breaks.
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