ITV, Channel 4, Sky and Thinkbox have launched a new initiative to promote the value of broadcasting video on demand (BVoD) to advertisers.
According to research compiled by all four companies, seven in 10 viewers watch broadcaster VoD on the big screen, with an average 'view-through' rate of 93 per cent.
The study took place over two weeks and involved 2,626 diaries and 27,054 BVoD viewing occasions.
The report claims BVoD has the biggest impact when run alongside linear TV campaigns, increasing purchase consideration by 15 per cent, brand affinity by 22 per cent and brand perception by 34 per cent.
Broadcaster VoD increased 11.4 per cent last year and is forecast to grow 12.4 per cent in 2018 – third to only mobile (20.7 per cent) and digital radio (16.8 per cent).