Despite the level of buzz around ad skipping, not everyone owns a DVR. Our research shows about one-third of online households have a DVR (or think they do). But almost everyone owns a PC, and most of those folks are online. So, actually, they do own a DVR, as a PC with online video serves that purpose for many people.
|Photo: Stephanie Diani|
|Mike Vorhaus is president of Magid Advisors for Frank N. Magid Associates.|
The No. 1 reason these people watched TV shows online was to catch up on shows and shift viewing to a more convenient time. The only demographic groups that didn't care that much about catching missed shows were the younger males -- all the other demographic groups are mostly using online video to catch up or time shift.
Interestingly, another major reason consumers like watching shows online is that there are fewer and shorter ads. We have confirmed this in focus groups: Consumers think watching shows online is a "good deal" in terms of fewer ads.
Of course, from the point of view of advertisers, online video advertising on TV shows is a wonderful product; unlike the DVR, there is no ad skipping on video players controlled by the content provider.
2015 is a banner year for moviegoing and cinema advertising. North American box office sales are well on the way to topping the $10.9 billion record set in 2013. Even so, some analysts question whether the silver screen can continue to deliver a golden opportunity for marketers who want to advertise at the movies. Here are seven top myths about moviegoing and why savvy marketers know to ignore them. Brought to you by NCM -- America’s Movie Network.Learn more