Ads on TV and streaming generate high level of trust and recall

By AdNews | 3 August 2023
Juliette Stead.

65% of TV viewers watch ad-supported streaming in Australia and the effectiveness of TV advertising, including streaming, drives a high level of trust and recall, according to Magnite's research study 'Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in Australia'.

Among ad-supported viewers, 83% trust the ads they see within TV and streaming services, compared to 58% of social media users who trust ads, including video ads, within social. 57% of ad-supported streamers also remember ads the most within TV (including streaming services).

92% of ad-supported streamers view streaming content for more than 30 minutes each time they tune in and those who only watch ad-supported streaming are watching over 2 hours a day, on average. Comparatively, the majority of social media users (70%) state they launch social media apps multiple times throughout the day and each session is brief, lasting just a few minutes.

55% of non-streamers would likely use a new free or reduced-rate service with ads and 63% of paid, ad-free streamers are happy to see ads in order to lower their monthly streaming service bills.

77% of ad-supported streamers consider streaming services a must-have in their household and 48% said they are watching more streaming content than the year prior, compared to just 5% who are watching less.

69% of ad-supported streamers are more likely to make a purchase from a brand that they engaged with across multiple devices.

Juliette Stead, head of JAPAC at Magnite, said we’re witnessing a transformation of the TV landscape as ad-supported streaming viewership is achieving scale throughout Australia and almost as many consumers are watching TV shows on streaming services with ads as traditional TV.

“Streaming TV’s immersive viewing environment captures viewers’ attention for longer periods than social media and wins in terms of ad attention and recall, making this an effective channel brands should be actively exploring," she said.

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