Academics and industry experts have long held the view that media context is a key factor in driving advertising performance. In a recent meta-analysis of 70 studies conducted from 1965 to 2013, researchers concluded that program liking positively affected advertising memory1.
However, there’s been much change in the TV / video landscape in the past few years. And as authors of the Guardian wrote in response to changes in TV viewing behaviour and the rise of on-demand services, “to say that television has changed in the past 10 years would be a massive understatement”2.
As such, we felt it was timely to revisit program liking with up-to-date information and test the effectiveness of advertising in an on-demand TV viewing environment.
At the beginning of 2019, the Marketing Scientist Group produced a large-scale TV research study commissioned by Network 10. It involved more than 1,200 participants completing a program engagement survey, including thirty-six popular free-to-air TV programs in Australia. In the same study, we conducted an experiment, exposing respondents to one of twelve 20-minute program treatments featuring popular Network 10 TV shows with advertising, in a viewing environment similar to BVOD (broadcaster video on demand).