Timeshifting does not impact ad effectiveness–TVNZ study

TVNZ has released its first report on the impact on advertisers of viewers ‘timeshifting’ television, and the results are surprisingly positive.

While seven out of 10 households have some kind of PVR to timeshift with, only 11 percent exclusively timeshift.

And timeshifting doesn’t necessarily have a negative impact on ad recall and key message outtake, TVNZ says.

“This is the most exciting piece of research I’ve worked on because like advertisers we didn’t know the answer,” says customer insights manager Cat Groombridge.

“[Timeshifting] is not a huge, big scary thing and it just means more ways for consumers to interact with our content, but it doesn’t mean less effectiveness for our advertisers.”

TVNZ tested audiences using a TipTop bread campaign that ran across both live TV and OnDemand services.

There was almost no difference in ad recall and message outtake between those who recorded TV to watch later and those who watched it live.

That’s despite the fact that only 54 percent of viewers admitted to noticing the advertising, and 34 percent admitted to actually stopping to watch ads. However 34 percent is a positive statistic, says Groombridge.

“Advertising can be one of those things that people love to hate. People don’t like to say ‘Yeah actually I’m really influenced by this’, so we think it’s really positive that people admit to stopping and watching ads,” she says.

OnDemand advertising is 25 percent more effective than live TV or PVR timeshifting, says Groombridge.

“I think it’s that lean-forward experience. It’s a one-on-one experience that you’ve decided to make time for,” she says.

However OnDemand advertising was only 10 percent of the ratecard spend for the campaign.

“We chose the 10 percent figure to line up with the international studies that we’d seen,” Groombridge says.

The research also uncovered some interesting statistics on how Kiwis are watching TV–85 percent of survey respondents watched TV live, 42 percent watched TV delayed using a PVR and 37 percent used OnDemand services. Clearly, many respondents were using at least two different methods for watching TV. 

TVNZ’s study involved 500 people who were viewers of shows that were screening the TipTop spot. The company partnered with research firm Colmar Brunton.

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