Although not too long ago the entire viewing of TV shows was done on real televisions as the shows were broadcast live, there are apparently just as many ways to watch series now that there are series to watch. And while ads may have initially taken a hit with the advent of DVR and mobile audiences, it seems that downward spiral is now reversing. And there is also more than one simple reason for this.
At this year’s TCA press event, CBS Corp. research director David Poltrack and CBS Interactive executive vice president and general manager Marc DeBevoise spoke to reporters and refuted many claims regarding the supposed decline in the effectiveness of modern television advertising. And one of the ways this happens may surprise you – or not if you’re reading this on your phone – because Poltrack has offered a solid point as to why there’s a slowdown in people fast-forwarding through ads on DVR recordings.
I love it, and it just makes sense to me, as someone who often plays Viggle quizzes or catches up on social media while relaxing in front of the TV. Sometimes it takes one of those high-volume automotive commercials to bring my attention back to the screen.
According AdWeek, Poltrack also pointed out that, although there is an unfounded stigma against the advertising industry, “people love advertising”. (Maybe that doesn’t explain everything Mad MenContrary to what some people may think when they see that annoying McDonald’s or Geico ad for the 17th time, ads aren’t always the enemy. Poltrack went on to say this.
To back up that claim, he gave as an example the CBS All-Access subscription streaming service that the network launched late last year. Claiming that subscribers often watch twice as much content as those not on the service, DeBevoise says they make more money with digital ads than live ones because they are able to target 100% of ads online to viewers, although this subscriber base is admittedly much lower than that of those who regularly watch the network. But the future could see these numbers get closer.
This plays into the study earlier this year which said people indeed enjoy watching shows with ads more than they do without any ads. Assuming the ads show them things they’re interested in, I guess. That said, we’re still hoping that Netflix decides to stay away from advertising for as long as possible.