The delights of digital interactive television are enticing viewers away from ads, according to a new report from consumer trends consultancy, the Henley Centre.

According to the researcher, an initial filmed trial among digital TV subscribers suggested that viewers repeatedly ignored commercial breaks, instead using the time to invoke DTV’s email, home shopping and banking services.

This trend was confirmed by a further filmed study of 1,000 internet and interactive TV users, in which 30% of the sample watched fewer ads on digital TV than on the analogue norm.

The findings have raised concern among major TV advertisers. One, mortgage bank Abbey National, has already said it will reduce its TV spend in line with viewers’ switch from free terrestrial channels to digital pay-TV.

News Source: CampaignLive (UK)