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Reaching Ad-Free Streamers
With an increasingly diverse media landscape, it’s important for advertisers to take every opportunity they can to connect with consumers. TVB’s 2022 Media Comparisons study found that 48% of A18+ watched TV programs or movies on streaming platforms without advertisements. Obviously, advertisers are unable to reach these viewers on these platforms, so TVB zeroed in on ad-free streamers’ media usage to analyze other ways for advertisers to reach them.
Among the highlights:
- Ad-free streamers spend more time streaming than the average adult, but linear TV still dominates.
- Linear TV, specifically broadcast TV, has the highest reach among ad-free streamers of all other media platforms.
- Among key demos and categories, the combination of broadcast TV and broadcast TV websites/apps allows advertisers to reach the majority of ad-free streaming viewers.
- This group places the most trust in local broadcast TV news of all media platforms, while local broadcast TV websites/apps has the highest trust of digital platforms.
Key study slides:
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.