2024年第二季度电视广告报告 TV ADVERTISING FACT VS FICTION Understanding ad-supported TV in a streaming world

JUN

2024

TVADVERTISING:FACTVSFICTION

Understandingad-supportedTVinastreamingworld

WAVE7,2Q24

EXCERPTOFFINDINGS

WESURVEYED3,000TVCONSUMERS

•Age14-74

•WatchatleastonehourofTVperweek

•U.S.censusbalanced

•DatacollectioncompletedinMay2024

•NOTE:Consumersdidnotneedtohave

broadbandaccesstoqualify(unlikeintheHubReports)

GLOSSARY:HERE’SHOWWE’VEDEFINEDDIFFERENTCATEGORIES

OFPROVIDERSINTHISREPORT

•Forproviderswithonepaymodel(e.g.AppleTV+,PlutoTV)allusersare

groupedtogether

•Forproviderswithmultipletiers(e.g.

Peacock)usersaregroupedbythetiertheyuse(free-with-ads,paidad-

supported,orpaidad-freesubscription)

SVOD:

Paidsubscriptionplatformortierthatisad-free

AVOD:

Paidsubscriptionplatformortierthatisad-supported

FAST:

Freestreamingplatformthatisad-supported(likeFreevee,TheRokuChannel,Tubi,etc.)

MVPD:

Atraditionalcable,satellite,ortelcoTVbundle

VMVPD:

AnonlineTVbundlethat

includesliveTV(likeYouTubeTV,HuluwithLiveTV,SlingTV,etc.)

ANTENNA:

WatchingTVshowsviaanover-the-airantenna

3

TVwithadsisbecomingthenormonceagain:

Asad-supportedplatformsand

tiersproliferate,consumersare

makinguseofalternativesto

ad-freeplatforms

Amntn

4

Buthowweimplementadsincontentmatters:

Theadexperiencecontributesto

theoverallviewingexperience,

andultimatelyaffectswhich

platformsviewersfavor

5

THISSTUDYTRACKSTHEROLEOFAD-SUPPORTEDTVINANEVER-EVOLVINGTVWORLD

Howmuchtoleranceexistsforads?

Andhowhaveviewerattitudesshiftedovertime?

Howdoplatformscompare?

Whichplatformsareofferingagreatad

experience?Howarenewerentrantstothead-supportedspacefaring?

Howdoescontentimpactads?

Whateffectsdocontentanddeliveryfactorshaveonadtoleranceandengagement?

Newthiswave:

Thissurveyincorporatednewdevelopmentsintheworldofad-supportedTV

•Newad-tiersintroducedfor

AmazonPrimeVideoandAMC+

•Newservicesadded(Vizio

WatchFree+,SlingFreeStream)

•Newpricingandbundles

announcedsincethelastsurvey

•Newcontentgenretypes(e.g.MFTVMovie,TrueCrime,

ProceduralDrama)

1

KEYFINDINGS

8

VIEWERSENTIMENT

ANAD-SUPPORTED

ISSHIFTINGSTREAMING

MOREANDMORETOWARDMODEL

Ascostsriseand

budgetstighten,

acceptanceofand

evenpreferenceforads

continuestogain

ground

Whichstatementcomesclosestto

howyoufeelaboutads?

34%

36%

40%

42%

43%

41%

44%

66%

64%

60%

58%

57%

59%

56%

Ifwatchingadswillsave

$4-$5vs.watchingad-free,I’llchoosethatoption

Jun-21Dec-21Jun-22Dec-22Jun-23Dec-23Jun-24

Ifthere’sanad-freeoption,I’llchooseitevenifitcosts$4-$5morepermonth

9

VIEWERSPERCEIVEAMEANINGFULDIFFERENCEINADLOADS

ACROSSTHEIRVARIOUSTVSERVICES

“ThereisabigdifferencebetweenhowmuchadvertisingIseeonsomeTVservicesvs.others”

Asagroup,AVODS

standoutforoffering

lighteradloadsanda

betteroverallad

experience

StronglyDisagree

3%

SomewhatStonglyAgree

Disagree23%

20%

SomewhatAgree

55%

10

PRIMEWITHADSSIGNIFICANTLYALTEREDTHELANDSCAPE

AmazonPrimeVideowas thelastremainingad-freeserviceinmanyhouseholds.

PV’srolloutofadsby

defaultimmediately

slashedtheproportionof

viewersusinganyad-free

streamingservices,now

downtojust3in5

Doyouusead-supportedand/orad-freeservices?95%95%96%96%97%97%98%

81%

83%

83%

84%

84%

79%

58%

Jun-21Dec-21Jun-22Dec-22Jun-23Dec-23Jun-24Ad-supportedAd-free

11

THEOVERWHELMINGMAJORITYOFPRIMEVIDEOVIEWERS

NOWWATCHWITHADS

WhichAmazonPrimeVideoPlandoyouuse?

Viewerswhouse

Amazonasahubfor

othersubscriptions

andthosewhothink

ofPrimeVideoisa

primarybenefitof

theirmembershipare

themostlikelytohave

optedintoad-free

streaming

-CurrentViewersofPrimeVideo-

23%

SubprimarilytowatchPrimeVideo

3%

75%

11%

ThinkofPrimeVideoasafreebenefit

7%

82%

viewerswho…

73%

2%

Subto2+ChannelsthroughPV25%

Among

81%

9%

Don'tusePVChannels11%

UseAd-freeplanaUseAd-supportedplanaNotsure

12

ASPECTSOFTHECONTENTITSELFHAVEAMEANINGFULIMPACTONADATTENTION

Paidattentionduringallormostoftheads

-Bygenrewatched-

Viewerswatching

participatorygenres

liketalk,game,

competition,and

mysteryreportpaying

moreattentionduring

adbreaks

Talkshow GameshowCompetitionReality Mystery/CrimeMovie(Theatrical) Movie(MFTV/S) ProceduralDramaComedy

Sports

KidsSerializedDramaNews

Otherunscripted

42%↑

38%↑