Hub: evidence grows of greater viewer acceptance of ads | Media Analysis | Business | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
In its regular monthly update, analyst Hub Entertainment Research has attempted to debunk the received wisdom that TV viewers “hate” ads, noting that its data has provided strong evidence that it was finally time to bury that thought.
Hub 22Sep2023
Referring to its TV Advertising: Fact vs. Fiction study, Hub noted that nearly all TV viewers watch ad-supported content, 97% in the study. In addition, three in five said they would even prefer an ad-supported platform if it saved them $4-5 over an ad-free service. That was also the case for a third of the people who told Hub they could not tolerate TV ads.

Hub stressed that what was important for video providers to know was that consumers wanted to have the choice of whether or not to accept ads. It added that for the first time in 2023, more viewers expressed a preference for services offering tiered plans over exclusively ad-supported or ad-free.

Providers with the most recent ad-supported services got higher marks from subscribers for their ad experience while viewers were more engaged with the advertising when they believed the overall ad loads and break lengths were reasonable.

“When consumers are stacking multiple video subscriptions, advertising provides a real benefit. Viewers can choose the price points and levels of ads that appeal to them, while they access their preferred content,” said Mark Loughney senior consultant, Hub Entertainment Research. “However, it is essential that video providers do not take advantage of consumers tolerance for ads. By keeping ad loads and commercial breaks within reasonable levels they can count on wins with both subscribers and advertisers.”