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TV viewers claim to spend a slight majority (53%) of their viewing time with time-shifted rather than live (47%) content, according to a recent report
[download page] from Hub Entertainment Research. While that runs counter to Nielsen figures, which find live TV to be the predominant form of consumption
, there's no doubt that time-shifted viewing is on the rise
, an unsurprising trend given that 3 in 4 TV households now have access to at least one on-demand service
. So what does this mean for ad avoidance?
: DEFY Media
: Slightly more than 6 in 10 youth aged 13-24 would try a product or brand suggested by a YouTube star ("YouTuber"), according to results from a DEFY Media survey, while fewer than half would try a product or brand suggested by a TV or movie star. There appears to be an age trend when it comes to following stars on social media, though: 13-year-olds are far more likely to follow a YouTube (59%) than TV/movie (32%) star, while the gap is closer for 14-17-year-olds (53% and 44%, respectively). Among 18-24-year-olds, slightly fewer follow YouTube (51%) than TV/movie (54%) stars. The results bring to mind a separate survey
released last year by Variety, in which US teenagers (13-18) named YouTube stars their most influential figures, ahead of film, TV and music celebrities.
: Strategy Analytics
: Marketers spent an average of $567 advertising to each person in the US last year, according to Strategy Analytics' calculations, with this topping the list of global markets analyzed, ahead of Australia ($486) and Norway ($472). By comparison, ad spend per capita is much smaller in China ($35 per capita) and India ($5), such that per capita spending in the US appears to be 16 times larger than in China. The report also finds that TV continues to capture the largest share (43%) of ad dollars in the US, while Australia leads in digital ad spend per internet user, a measure that has risen quickly in the US
: Delivery Agent / Nielsen
: Roughly 7 in 10 US adults who have a TV or other device (video game console, streaming media player, DVR, DVD) connected to the internet agree that they would be interested in using their remote while watching TV ads to have a sample of a product automatically mailed to them. The survey separately found that, while watching TV programs, more than 6 in 10 18-34-year-olds would be interested in getting information about new products featured in the programs. While there wasn't much generational difference in interest in TV commerce activities while watching TV ads, older respondents were less likely than their younger counterparts to want to engage during TV programs.
Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities
, according to a recent study. Now, a newly-released survey
[download page] from Econsultancy and Oracle Marketing Cloud that analyzes global marketers' ability to measure ROI from a variety of digital channels finds that there is only a single discipline that most marketers rate themselves "good" at measuring.
: Temkin Group
: Publix enjoys the best customer experience rating of 293 companies measured by the Temkin Group, narrowly supplanting last year's leader
, H-E-B. Indeed, supermarkets occupied 5 of the top 12 positions this year, with retailers and fast food chains also well-represented. Those industries - plus parcel delivery services and banks - comprised the only 5 of 20 measured to average a "good" rating. Meanwhile, on the other end of the spectrum, Coventry Health Care had the worst customer experience rating, as it did last year. Internet service providers, TV service providers and health plans each received "poor" ratings on average.