How do you really feel?VIEWER ATTITUDES TOWARDS TV ADVERTISING

Watching TV is no longer about schedule but about choice

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Branded Entertainment Selector

Study Design & Methodology

STUDY DESIGN AND METHODOLOGY

What we wanted to measure• Attitudes towards ads • Sizing and profiling of ad-avoidance segments• Intensity of ad avoidance attitudes/behaviors• Correlation between ad avoidance behaviors, attitudes, viewing situations, and types of shows

Methodology• An online survey was fielded March 19-25, 2015 using a

nationally representative, general population research panel.

• The sample consisted of 1,510 respondents representative of the general population and an oversample of 150 using Hulu Plus in the past month.

• To qualify, all respondents had to:• Be between the ages of 13-54• Have no one in the household employed in research,

TV, or advertising• Watch 4 or more hours of TV in the past 7 days

Total Respondents

n=1,660

1,510General

Population

150Hulu Plus

Oversample

Total Hulu Plus Users338

150 oversample + 188 Hulu Plus users in the gen pop sample = 338

STUDY DESIGN AND METHODOLOGY

Methodology• Nested quotas were set for age and

gender within region to ensure a sample representative of the 13-54 population according to the 2010 Census.

• Sample balancing weights are used to combine the general population and Hulu Plus oversample, resulting in a “Total Respondent” distribution where Hulu usage is representative of the actual proportions reported in the general population.

Total RespondentsWeighted(n=1,660)

Census DistributionOf 13-54’s

MaleFemale

50%50%

50%50%

13-1718-2425-3435-4950-54

12%17%23%35%13%

12%17%23%35%13%

NortheastMidwestSouthWest

18%22%37%23%

18%22%37%23%

Used past month:

Total RespondentsWeighted(n=1,660)

Gen Pop(1,510)

Hulu Plus (paid version)

13% 13%

Hulu (free version) 14% 14%

Net – using either 23% 23%

STUDY DESIGN AND METHODOLOGY

Research Design Challenge

How do you measure BOTH attitudes and behaviors towards ads in one survey instrument?

STUDY DESIGN AND METHODOLOGY

Scandal

Situational Framing

Viewing Decomposition

Viewing Decomposition Continued

Viewing Decomposition Continued

Viewing Decomposition Continued

Landmark Anchoring

Landmark Anchoring

Detailed Findings:Attitudes Toward Ads

AD ATTITUDES

Source: Leflein Associates, April 2015

Interacting with the show (e.g. voting, tweeting with the show, etc.)

Muting the sound

Flipping / searching around to see what else is on

Attending to others / chores (kids, pets, cleaning, cooking, etc.)

Trying to fast forward through the commercials

Checking messages / email / social media

3%9%

12%15%15%

27%29%30%

33%42%

50%66%

What Viewers Do When They Skip Commercials

Reality Check: Everyone Avoids Ads Sometimes

Base: General population avoiding any commercials (n=1,444)

Source: Leflein Associates, April 2015

AD ATTITUDES

Viewers Have Varying Attitudes Towards AdsBut Just 7% of Viewers Actively Avoid Ads

Base: Total general population (n=1,660)100% of the No Receptivity segment agree they “always avoid ads.”

High Receptivity35%

Medium Receptiv-

ity34%

Low Re-ceptivity

25%

No Re-ceptivity

7%

AD ATTITUDES

Attitudes – Not Demographics – Drive Ad Receptivity

Source: Leflein Associates, April 2015

 

HIGHRECEPTVIT

Y

MEDIUMRECEPTVIT

Y

LOWRECEPTVIT

Y

NO RECEPTIVIT

YMale/Female 50/50 49/51 52/48 50/50Avg. Age 35 34 32 34Median HHI $62K $62K $62K $62KChildren in HH 47% 47% 47% 42%

Summary Of The Four Ad Receptivity Segments

Attitudes Differentiating The Segments(% Agree completely/very much, index vs. total)

High Receptivity(n=575)

Medium Receptivity(559)

Low Receptivity(418)

No Receptivity(108)

Commercials are sometimes more fun to watch than the TV show

22% INDEX 157

Commercials allow me to get up and go to the fridge, bathroom, etc.

82% INDEX 149

Commercials interfere with my enjoyment of a TV show

62%INDEX 182

Now that I can watch shows without any commercials, there’s

no going back77%

INDEX 248

I like to share commercials I like with friends

25% INDEX 147

Not all commercials are alike, I like some and hate others

64% INDEX 136

I prefer to see commercials all at once at the beginning of a show

than during a show39%

INDEX 144

I hate all commercials59%

INDEX 328

I would rather wait to watch old seasons of shows on a commercial-

free service than watch a show when it first airs

55%INDEX 275

Source: Leflein Associates, April 2015

AD ATTITUDES

Viewers’ Worldviews Drive Their Attitudes Towards Ads

Viewer’s worldviews drive their attitudes

towards ads

AD ATTITUDES

Engaging Content, Both Programs and Commercials, Keep Viewers Watching

Source: Leflein Associates, April 2015

Base: General population watching any commercials (n=1,515)

It makes me anxious to flip/search around to see what else is on during commercials

I like to indulge in my show and doing other things takes away from it

I keep watching so I don’t miss any of my show

Some commercials are interesting or entertaining

12%

14%

50%

57%

Reasons Viewers Watch Commercials

AD ATTITUDES

Purposeful Viewing Has Positive Impact On Ads

Viewership of commercials increases with favorability toward the show. When the show is not a favorite, viewers will watch less than two-fifths (37%) of the commercials. But when watching their favorite show, they’ll watch more than half (54%) of the commercials.

Base: watching a full hour of a show that’s not a favorite (n=277), one of their favorites (959), number one favorite

(424)

Not a favorite Among their favorites

#1 favorite

100

121

146

Percent of commercials they'll watch if show is a favorite or not

Source: Leflein Associates, April 2015

Index

Index

Index

AD ATTITUDES

Low & Medium Receptivity Segments Appreciate Ad Options

A majority (50%) of viewers in the Low and Medium Receptivity segments (53%) would like to be able to control the types of commercials they get. And nearly two-fifths (39%) of Low Receptivity viewers would prefer to see commercials all at once at the beginning of their shows.

Base: total, High Receptivity (575), Medium Receptivity (559), Low Receptivity (418), No Receptivity (108)

I prefer to see commercials all at once at the beginning of a show than during a show

I’d like to be able to control the types of commercials I get

15%

21%

28%

53%

39%

50%

30%

47%

Q19. Agree Completely / Very Much

No Receptivity Low Receptivity Medium Receptivity High Receptivity

Source: Leflein Associates, April 2015