Live TV still satisfies viewers’ needs:
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Live TV still satisfies viewers’ needs
Editor | 03-07-2013
A new market study by Thinkbox has concluded that live TV satisfies all viewers’ needs and video on demand (VOD) excels at more personal and private TV.
In its research, Screen Life: TV in demand, the marketing body for commercial TV in the UK — whose members include Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV — examined why live viewing continues to thrive alongside VOD. It found that fundamentally there were six main reasons why people watched TV: unwind; comfort; connect; experience; escape; indulge.
All respondents owned a smartphone and 46% owned a tablet and nearly three-quarters watched VOD content at least once a week. This compares with the 52% of the UK who has ever watched VOD.
Yet this pales into the background compared with live TV which UK viewers watch 90% of the time.
The survey found that the live TV experience satisfies human emotional needs that on demand viewing alone can’t. By contrast VOD excels at satisfying personal approaches to TV, specifically indulging and escaping, but was is less equipped for more social needs such as unwinding and seeking comfort. The survey found that for 54% of the occasions people watch live TV they are with someone else compared to 30% for VOD. And for viewers who want to connect and feel like they are sharing a TV experience with the outside world, then live TV was judged by far the best way.
Looking at monetisation, the study found that congruent advertising, where the ad creative matches the need state of the viewer, was able to help advertisers maximise the effectiveness of their campaign.
Thinkbox added that matching the category or brand, tone and message to the predominant need state of the audience will increase response, especially if this also suits the device being used. Since live TV satisfied all the need states identified by the study, it suggested a wide range of narrative styles and advertisers will fit. Yet it said that since VOD excels at particular need states, and is currently used on other devices, advertisers need to be more cautious.
Commented Neil Mortensen, Research and Planning Director, Thinkbox: “This research gets to the heart of why we watch TV and explains the apparent conundrum of why people choose to watch so much live TV when they don’t have to. It shows that VOD is a brilliant and treasured new way to enjoy TV, but it can’t give people everything they demand from TV – particularly the highly valued social elements. Live TV is best equipped to meet all of the needs and that is why it will endure, no matter what new platforms emerge. Live TV is our daily food whereas VOD is more like a box of chocolates.”
Editor | 03-07-2013
A new market study by Thinkbox has concluded that live TV satisfies all viewers’ needs and video on demand (VOD) excels at more personal and private TV.
In its research, Screen Life: TV in demand, the marketing body for commercial TV in the UK — whose members include Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV — examined why live viewing continues to thrive alongside VOD. It found that fundamentally there were six main reasons why people watched TV: unwind; comfort; connect; experience; escape; indulge.
All respondents owned a smartphone and 46% owned a tablet and nearly three-quarters watched VOD content at least once a week. This compares with the 52% of the UK who has ever watched VOD.
Yet this pales into the background compared with live TV which UK viewers watch 90% of the time.
The survey found that the live TV experience satisfies human emotional needs that on demand viewing alone can’t. By contrast VOD excels at satisfying personal approaches to TV, specifically indulging and escaping, but was is less equipped for more social needs such as unwinding and seeking comfort. The survey found that for 54% of the occasions people watch live TV they are with someone else compared to 30% for VOD. And for viewers who want to connect and feel like they are sharing a TV experience with the outside world, then live TV was judged by far the best way.
Looking at monetisation, the study found that congruent advertising, where the ad creative matches the need state of the viewer, was able to help advertisers maximise the effectiveness of their campaign.
Thinkbox added that matching the category or brand, tone and message to the predominant need state of the audience will increase response, especially if this also suits the device being used. Since live TV satisfied all the need states identified by the study, it suggested a wide range of narrative styles and advertisers will fit. Yet it said that since VOD excels at particular need states, and is currently used on other devices, advertisers need to be more cautious.
Commented Neil Mortensen, Research and Planning Director, Thinkbox: “This research gets to the heart of why we watch TV and explains the apparent conundrum of why people choose to watch so much live TV when they don’t have to. It shows that VOD is a brilliant and treasured new way to enjoy TV, but it can’t give people everything they demand from TV – particularly the highly valued social elements. Live TV is best equipped to meet all of the needs and that is why it will endure, no matter what new platforms emerge. Live TV is our daily food whereas VOD is more like a box of chocolates.”
http://www.satsupreme.com/showthread.php/260439-Live-TV-still-satisfies-viewers’-needs?goto=newpost via SatSupreme.com - Satellite TV - Daily Satellite TV News
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