LONDON: Most 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, according to Channel 4’s Martin Greenbank.

At the recent Media Research Summit in London, the broadcaster’s head of advertising research & development consumer insight outlined a research project undertaken in partnership with ITV where the two broadcasters recruited more than 2,600 people to complete a two-week media diary in order to understand not just their linear consumption but also the BVOD moments that they consumed.

“What’s been interesting about this study is that the perceptions that people have about BVOD viewing are very different from reality,” explained Glenn Gowen, head of audiences at ITV. (For more, read WARC’s report: Insights into broadcaster video-on-demand viewing behaviour.)

“When we were going to see clients, the perception was that BVOD is still very much a one-to-one experience, where people are watching on a mobile, on a tablet, when they’re commuting to work.”

But this may be simply the “London bubble” effect – as clients see commuters consuming VOD when travelling and come to the conclusion that this is the main way it is viewed.

The research found, however, that people are watching BVOD on the big screen at home and with other people. Seven out of 10 viewers watch BVOD on a TV screen and 70% of BVOD occasions take place in the living room, 22% in the bedroom and just 3% out of home.

Gowen dispelled another myth. “It used to be that the perception was BVOD is used to catch up on your favourite shows, but actually, we’re seeing the language change here – people are discovering new content as well.”

The study was also able to evaluate campaign effectiveness, testing seven live campaigns across a mix of categories, platforms and buying audiences.

“Overall we found that brand affinity would strengthen for brands who were active on linear and BVOD,” said Gowen, reporting an uplift of 22% among respondents exposed to both the BVOD and linear TV activity.

And, crucially, the study also showed a consideration increase of 15% among those exposed to both BVOD and linear advertising.

“So a one percentage point increase in consideration leads to a 0.5 to 1.5 percentage point increase in sales, which I think is why we believe that BVOD and linear work best together for clients,” Gowen concluded.

Sourced from WARC