A new report from YouGov says 45 per cent of viewers who only access TV through SVoD providers still recall seeing TV ads they have watched over the past week, while 30 per cent said they did not remember seeing any ads at all.
‘Broadcast to Narrowcast’ found that live commercial terrestrial TV still remains a key part of people’s viewing habits – including those who only watch TV through SVoD services.
It found 48 per cent of respondents has watched ITV1 and 51 per cent watched Channel 4 through the channels’ apps in the past 30 days. Channel 5 garnered 28 per cent of respondents.
“Broadcasters and their advertisers need to be realistic but not panicked about the challenge to them from subscription video on demand providers,” said Stephen Harmston, head of YouGov Reports.
“While the likes of Now TV and Netflix inevitably siphon off some viewers some of the time, they are not taking most the traditional broadcasters’ viewers most of the time.”