Study: TV advertising reaches consumers
TV-Werbung erreicht in den USA täglich 85 aller Erwachsenen beziehungsweise 94 Prozent aller Fernsehzuschauer. Dies zeigt eine aktuelle Analyse des Councils for Research Excellence.
According to Publicis, the research by the Council for Research Excellence is based on data from the "Video Consumer Mapping" study. As part of this comprehensive study, the live TV consumption of 376 American adults was documented over a total of more than 750,000 minutes. The analyses show that TV advertising reaches an average of 85% of all adults and 94% of all TV viewers every day. Typically, viewers watch around 26 commercial breaks per day with an average length of 2 minutes and 46 seconds. This means that viewers watch a total of around 73 minutes of TV advertising every day - the equivalent of around 146 commercials.
Consumers appear to behave very similarly in various ways in the minutes before a commercial break, during the commercial break and after the break. According to the study, an average of 11% of viewers change channels in the four minutes before a commercial break. During the commercial break, only 14 percent change channels, while 13 percent change channels in the four minutes after the actual program restarts. In short: 86% of viewers stay tuned during the commercial break. A similar pattern of behavior can also be seen when looking at channel changes before, during and after commercials. Typically, 19 percent leave the room in the four minutes before a commercial break, 20 percent leave the room during the commercial and 21 percent in the four minutes after the end of the commercial break.
Consumers appear to behave very similarly in various ways in the minutes before a commercial break, during the commercial break and after the break. According to the study, an average of 11% of viewers change channels in the four minutes before a commercial break. During the commercial break, only 14 percent change channels, while 13 percent change channels in the four minutes after the actual program restarts. In short: 86% of viewers stay tuned during the commercial break. A similar pattern of behavior can also be seen when looking at channel changes before, during and after commercials. Typically, 19 percent leave the room in the four minutes before a commercial break, 20 percent leave the room during the commercial and 21 percent in the four minutes after the end of the commercial break.
