The majority of TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video On Demand (BVOD) and both media owners and advertisers need to understand the impact of this shift.
At the Media Research Summit (London, June 2018), Martin Greenbank, Head of Advertising Research & Development Consumer Insight at Channel 4, outlined why research the broadcaster has conducted in this area in partnership with ITV is vital for the marketing community.
“Broadcaster VOD is predominantly bought in conjunction with linear, so that’s how we looked at it,” he...