As Comcast-owned FreeWheel sees it, its newly released State of TV Advertising Viewership Report is part of a larger industry initiative unveiled at the recently concluded Cannes Lions festival in France. The goal: to improve the viewer experience.
FreeWheel’s report was conducted in collaboration with MediaScience and with support from launch advisers AMC, A+E Networks, Fox, WBD, Paramount and NBCUniversal.
Why is it focusing on viewer experience? “We think this is a timely and growing area of focus for the TV ad industry moving forward – especially with the rapid increase in streaming, growth of distribution channels and overall complexity of the advertising ecosystem,” a Comcast spokesperson said. “Great content needs a great ad experience for consumers, programmers and brands.”
What are some of the key takeaways?
- Two-thirds of advertisers say the viewer experience is either “important” or “very important” when planning TV and video ad campaigns.
- 34% of mid-roll ad breaks are longer than 3 minutes
- Only 54% of campaigns have frequency caps
- Up to 25% of ad avails are not filled on FAST channels – adding up to underutilized inventory for programmers
To download the 13-page PDF report, please click here:
FreeWheel_Viewer_Experience_Report_V2_Full_Spreads
