Xandr, AT&T’s advanced advertising and analytics company, announced new
television research on Entertainment Discovery and Tune-In as it relates
to the power of premium content and the role of advertising.
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Xandr Research: TV Advertising Helps Buyers Break Through the Binge (Photo: Business Wire)
Xandr partnered with Insight Strategy Group to conduct a nationwide
survey among 2,000 TV viewers. The findings unpack the state-of-show
discovery, identifying the optimal role for advertisers to captivate
viewers and drive action. To
view the full study, click here.
“Our research set out to discover how advertisers are best suited to
navigate the rapidly expanding entertainment universe, when consumers’
time and attention are at a premium,” said Kirk McDonald, Chief
Marketing Officer at Xandr. “We wanted to know exactly how tune-in
behaviors are changing and what advertisers can do to break through this
highly competitive environment.”
Xandr’s research found that although viewers discover shows through many
different sources, one fact was evident, TV advertising is the most
effective medium for viewers to discover new shows and influence content
choices. TV advertisements are the most common way viewers first hear
about new shows, according to the survey results.
Overall, 56% of viewers learn about new shows from TV advertisements,
followed by 43% who hear about shows through word of mouth from friends
and family, and 22% who hear about them on social media.
Moreover, after seeing a TV ad for a show, 74% of viewers want to tell
their friends about it and 85% are inspired to do more research on the
show. Similarly, 90% of viewers remember that an influential ad came
from a network they trust and 56% say that seeing a TV ad for a show
makes them think that the show is more reputable.
“Despite today’s increasingly complex, expanding media landscape, linear
TV advertising remains a core mode of show discovery that can cut
through the clutter to drive engagement,” said Jason Brown, SVP and head
of advertising sales partnerships at Xandr. “TV advertising remains a
critical part of a strong cross-platform campaign strategy and a key
component in their marketing mix.”
Today, roughly 2 in 3 viewers consume content across both linear and
digital platforms. Additionally, consumers divide their viewing time
between linear and digital based on the platform that is most convenient
for their schedule. As such, consumers are continuing to gain more
control over when and where they watch their content.
For example, viewers plan opportunities to maximize their content
experience and time, averaging about 5.5 hours per session. As a result,
the timeframe in which they actively watch, and finish shows has been
shortened and is more sporadic with 82% of viewers finishing a show
within one week.
With Upfronts underway, advertisers are tasked with making informed
decisions about how to best reach specific targets across the fragmented
TV landscape. In a world where viewers are inundated with content
choices, TV advertising plays a pivotal role in breaking through the
clutter, helping viewers maximize their time by minimizing complexity.
For show providers, this means TV ads remain a critical part of a strong
cross-platform campaign strategy, and a key component in their marketing
mix. And for advertisers, changing consumption patterns present
opportunities to match consumer preferences – rather than interrupt them.
Xandr’s Entertainment Discovery & Tune-In Research is the first in a
series of consumer entertainment and advertising research that will be
published by Xandr this year.
Xandr is creating a better solution for
advertisers and publishers to find and reach specific audiences at scale
in trusted, premium content environments. As a current leader in
advanced TV advertising with the one of the best technology platforms,
AppNexus, we help advertisers deliver the right message, at the right
time, on almost any device. We are rooted in a tradition of responsible
data usage. For more than 143 years, AT&T has used data and technology
to inform and improve the customer experience.