Marketers place a big emphasis on making TV ad buys during prime time to reach large segments of U.S. consumers. On the other hand, consumers are deciding for themselves when and where they want to watch their favorite programs. Watching 2 or more episodes of a favorite program at one time, or the trend of binge viewing, is growing and has implications for marketers.
Most consumers, 78%, have watched a program or two on their own schedule. About 62% say they have binge viewed at least once. The most common practices time-shifted viewing include:
- On demand 41%
- Recording devices 37%
- Netflix streaming 30%
- Episodes on DVD 29%
- Hulu/Hulu Plus 22%
Marketers who want to connect with consumers, especially when they want to deliver time-sensitive messages have to take this behavioral shift into account.
Consumers who binge view tend to be younger. 78% of consumers who are 18–29 years old and 73% of 30–39 year-olds admit to this practice. Understandably, 48% of households with young children also binge view. As a result, marketers may want to move time-sensitive messages they are directing to younger audiences away from prime time TV and into another format.
In addition, because these viewers are turning to different platforms to catch up on favorite shows, they may be missing an advertiser’s message completely. Marketers can increase their chances of reaching viewers with their promotions by placing them on multiple formats, including mobile and online.
To learn more about Heavy TV Watchers, check out the Audience Interests & Intent Report available on the Research Store at Ad-ology.com.[Source: Americans Taking Advantage of Ability to Watch TV on Their Own Schedules. Harrisinteractive.com. 8 Apr. 2013. Web. 22 Apr. 2013]