TORONTO – Canadians pay the most attention to video advertisements when viewed in TV content on their television sets, three times more than Facebook, and nine times more than user generated content on a phone, says a study commissioned by thinktv, formerly the Television Bureau of Canada (TVB).
As part of a NLogic omniVu Survey conducted in March, 1,000 Canadian adults were asked questions that probed which platform holds their attention when it comes to video ads and content. The majority of respondents said that they pay most attention to TV programming when watching on a TV set (78% of A18+ and 55% of Millennials). In addition, some 68% said that they prefer TV as a platform because of the bigger screen size, because it’s more social (42%), and because of the superior picture quality (38%).
“The majority of Canadians prefer to watch TV programming on a TV set – including Millennials, so it’s not surprising that that attention extends to ads on TV as well,” said thinktv media insights VP Kathy Gardner, in the report’s news release. “But what’s particularly interesting is that even amongst Millennials, despite their high incidence of multi-tasking, the majority say that TV ads on TV get the most attention.”
Other highlights from the survey include:
– 68% of Canadian adults and 55% of Millennials have never watched their favourite show on a phone;
– Half of the Millennials surveyed (49%) say they pay most attention to video ads on a TV set, compared to Facebook (24%), UGC on a phone (11%), and hardly ever within their Twitter feed (2%);
– Almost half (43%) of Canadians never/almost never use their cell phones while watching TV.
