Viewers pay more attention to advertising than they think, according to wide-ranging new research from Thinkbox examining how people are watching TV now and what this means to advertisers.
‘Screen Life: TV advertising everywhere’, launched today at BAFTA in London, was carried out for Thinkbox by Craft Strategy. It involved an innovative mixture of qualitative and quantitative research techniques. The study also employed a number of innovative research techniques, including video ethnography (in and out of the home) using both fixed in-home cameras and EyeCams, which were worn by the participants to capture audio-visual footage of what they were watching wherever they were.
During the qualitative part of the research participants denied remembering many ads, however in the quantitative mobile diary study, which asked participants to log their viewing behaviour at 15 minute intervals, the research showed that the average viewer could recall 1.9 ads.
In addition, the study found that multi-screening in ad breaks did not affect ad recall. On the contrary, people who multi-screened during TV ad breaks in the research were able to explicitly recall slightly more ads than the average viewer. Multi-screeners could recall 2 ads from the previous 15 minutes of viewing (compared to the 1.9 average).
Multi-screening during the ad breaks was not only confined to live viewing, as might be expected. In fact 79% of the sample claimed to have multi-screened during the ads around on demand content at some point and 72% claimed to have done so during the ads featured around recorded TV content. Ad break multi-screening is most likely to occur around comedy shows (82% picked up another device), entertainment (81%), soaps (77%) and documentaries (76%).