Who is still watching television advertising? Television has seen how in recent decades (thinking that the problem is in recent years is possibly too simplistic) its advertisements have faced a growing disinterest on the part of consumers.In the 90s, advertising was the time to zap and see what they put on other channels. In recent years, with the boom in video-on-demand and on-demand content, either advertisements directly disappear from the equation or consumers have certain tools to avoid seeing them (in television rewinding systems by cable you can just run the ads).If to this is added that advertising on television, due to the high number of advertisements served by the different channels, has saturated consumers, there is a more complete picture of the situation. Some studies have already focused on the attention we pay to ads and have seen us increasingly ignore them.
The industry has been concerned Chile WhatsApp Number List for some time, in fact, because we actually watch without seeing TV commercials .But are we really watching them or is there really no one paying attention to the screen on the other side of the television? It is no longer just a matter of taking into account people who turn on the television as a kind of background noise in the home or who simply turn it on during family moments, such as lunchtime, and also pay partial attention to it. . A study has focused on analyzing those moments in which the ads are broadcast but no one is seeing them. The results are quite shocking.Three out of ten commercials, on the airThe data, which comes from an American study, indicates that practically 3 out of 10 commercials are broadcast on television when no one is in the room watching the screen.
That is, they are advertisements launched on the air and a waste of resources within the advertising strategy of the company that is paying for them.The study, produced by the IPG Media Lab, has studied the behaviors of American television viewers for six months. To count as seen the television commercial, the study put a minimum of two seconds. A person had to be in the room where the television was for two or more seconds to be valid for viewing. The study used vision technology to determine whether or not someone was in the room and focused on linear programming broadcasts in the first three days of broadcast.Even with that fairly low margin (but which is the general industry standard in terms of visibility), the data is striking. 29% of advertisements on traditional television aired on air during the analyzed period.
No one was in front of the television on which they were being served.TV is no stranger to internet problems These data make those responsible for the study point out that television is not alien to internet problems. Right now, one of the criticisms that are regularly made of online advertisements is that they do not have anyone on the other side, that many consumers do not see them directly.The data from the study, as they recall in Quartz , make it clear that the situation is not much different. Studies on online video ad visibility in North America show that 32% are not seen. The difference between the data on TV and the network is only three percentage points.