TV Binge-Viewers Hold Mixed Attitudes to Advertising

July 16, 2014

This article is included in these additional categories:

Boomers & Older | Men | Social Media | Television | TV Advertising | TV Audiences & Consumption | Women | Youth & Gen X

Annalect-TV-Binge-Viewers-Attitudes-to-Ads-July2014Roughly 6 in 10 binge-viewers (defined as TV viewers who watch at least 3 episodes of the same TV show in one sitting) agree that they enjoy binge-viewing because they don’t have to watch ads, and slightly more than half think that ads have no place in the binge-viewing experience, finds Annalect [download page] in newly-released survey results. At the same time, binge-viewers responding to the survey were twice as likely as those who don’t binge-view to say they often discuss ads with their friends and family and share ads via social media, suggesting that they are receptive to advertising in general. Moreover, more than one-third wouldn’t mind seeing ads while binge-viewing if it lowered their subscription rate (38%), and a similar proportion (35%) agreed that the ads provide a break during the binge-viewing experience.

Of course, it’s worth asking just how many ads binge-viewers are even exposed to. According to the study, Netflix – which doesn’t show ads – is by far the preferred binge-viewing platform for Millennials and Gen Xers, though broadcast/cable TV marathons are next among both groups and are easily the preferred way for Baby Boomers.

Beyond ads seen while binge-viewing, the experience has implications for TV advertisers in its overall effect on TV viewing. Interestingly, the survey’s results are fairly positive in this regard. For example, around half of binge-viewers surveyed said that binge-viewing has introduced them to other TV shows, and 4 in 10 agreed that they discover new TV shows through streaming services and start watching the newest episodes as they air on TV. Moreover, 45% of male binge-viewers and 34% of female binge-viewers said they spend more time watching TV shows than they used to because of their binge-viewing. And notably, only 15% of males and 10% of females said they spend less time watching TV in real-time as a result of their binge-viewing.

Overall, of the respondents – each of whom spend 5 or more house a week watching televised content on any device – some 63% count as binge-viewers, per the report.

About the Data: The data is based on a national online survey fielded in May 2014 among 1,307 adults aged 18 and older who spend at least 5 hours per week watching televised content on any device, of whom 826 are binge-viewers. Respondents are representative of TV viewers based on key demographics including age, gender, race, ethnicity and region.

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