2024年第二季度电视广告报告（英）

1TV ADVERTISING: FACT VS FICTIONUnderstanding ad-supported TV in a streaming worldJUN2024WAVE 7, 2Q24EXCERPT OF FINDINGS2WE SURVEYED 3,000 TV CONSUMERS• Age 14-74• Watch at least one hour of TV per week• U.S. census balanced• Data collection completed in May 2024• NOTE: Consumers did not need to have broadband access to qualify (unlike in the Hub Reports)3GLOSSARY: HERE’S HOW WE’VE DEFINED DIFFERENT CATEGORIES OF PROVIDERS IN THIS REPORTSVOD:Paid subscription platform or tier that is ad-freeAVOD:Paid subscription platform or tier that is ad-supportedFAST:Free streaming platform that is ad-supported (like Freevee, The Roku Channel, Tubi, etc.)MVPD:A traditional cable, satellite, or telco TV bundleVMVPD:An online TV bundle that includes live TV (like YouTube TV, Hulu with Live TV, Sling TV, etc.)ANTENNA:Watching TV shows via an over-the-air antenna• For providers with one pay model (e.g. Apple TV+, Pluto TV) all users are grouped together• For providers with multiple tiers (e.g. Peacock) users are grouped by the tier they use (free-with-ads, paid ad-supported, or paid ad-free subscription)4TV with ads is becoming the norm once again:As ad-supported platforms and tiers proliferate, consumers are making use of alternatives to ad-free platforms5But how we implement ads in content matters:The ad experience contributes to the overall viewing experience,and ultimately affects which platforms viewers favor6THIS STUDY TRACKS THE ROLE OF AD-SUPPORTED TV IN AN EVER-EVOLVING TV WORLDHow does content impact ads?What effects do content and delivery factors have on ad tolerance and engagement?How much tolerance exists for ads? And how have viewer attitudes shifted over time?How do platforms compare?Which platforms are offering a great ad experience? How are newer entrants to the ad-supported space faring?7New this wave: This survey incorporated new developments in the world of ad-supported TV•New ad-tiers introduced for Amazon Prime Video and AMC+•New services added (Vizio Watch Free+, Sling Free Stream)•New pricing and bundles announced since the last survey•New content genre types (e.g. MFTV Movie, True Crime, Procedural Drama)81 KEY FINDINGS9VIEWER SENTIMENT IS SHIFTING MORE AND MORE TOWARD AN AD-SUPPORTED STREAMING MODEL9As costs rise and budgets tighten, acceptance of and even preference for ads continues to gain groundWhich statement comes closest to how you feel about ads?If there’s an ad-free option, I’ll choose it even if it costs $4-$5 more per monthIf watching ads will save $4-$5 vs. watching ad-free, I’ll choose that option58%60%56%57%59%64%66%42%40%44%43%41%36%34%Jun-21Dec-21Jun-22Dec-22Jun-23Dec-23Jun-2410VIEWERS PERCEIVE A MEANINGFUL DIFFERENCE IN AD LOADS ACROSS THEIR VARIOUS TV SERVICES10As a group, AVODS stand out for offering lighter ad loads and a better overall ad experience “There is a big difference between how much advertising I see on some TV services vs. others”Stongly Agree23% Somewhat Agree55% Somewhat Disagree20% Strongly Disagr