If your clients are looking for information on TV media buying, a new TiVo report has some answers. Consumers have no shortage of video viewing options, but specific key programming captures their attention. As the market continues to change, TiVo analysts have noticed the following trends.

Viewing Sources

In 2022, the average household tapped into 9.9 video sources. This year, the number has dropped back to 9.1. Consumers have also dropped the number of paid sources in the same time period – from 6.7 to 5.7.

With so many programs to choose from, consumers turn to multiple discovery methods to learn about new content. A recommendation from a friend or family member is tops at 50.1%. But they also notice ads on other shows (40.6%) and announcements on social media (39.7%).

Print, out-​of-​home and online banners ads also attract attention for 14.3% of consumers.

Consumers clearly enjoy this content. But they are watching their spending. The average monthly amount paid has also dropped by about $30. Consumers carefully monitor what they are spending on TV content. Around 20% of households adjust their spending amounts about once a month.

And the good news for your TV media buying clients is that consumers notice ads.

The services receiving the highest quality scores this year are:

• Pay TV 65.1%
• SVOD (ad-​free) 74.5%
• vMVPD 66.7% (such as YouTube TV)

Time Commitment

Across all these sources, the average daily consumer viewing time amounts to 4.4 hours. Pay TV captures 30.3% of viewing time, with SVOD claiming 28.6%. FAST (free) TV accounts for 27.6%, and vMVPD is drawing 6.8% of viewing time. Share these numbers with clients who are considering TV media buying and trying to allocate budgets.

Content

Local content remains a big draw for consumers. Viewers state that 20% of their TV time is spent with local content. Overall, they tune into:

• Sports 37.2%
• News 60.4%
• Weather 66.4%

Analysts note a slight erosion of the local TV news audience in the past year. Weather, on the other hand, remains a key topic of interest. Clients who want to connect with consumers in real time should consider running ads during the weather segments of news programming.

Your clients should regularly consider how to allocate their ad budgets. Here are the trends regarding viewing times for consumers in terms of the source of viewing.

Pay TV

There’s been buzz about the drop in the Pay TV audience. However, 67.7% of respondents in the TiVo survey remain Pay TV subscribers, a detail which is important for TV media buying.

These consumers report they spend over 73% of their viewing time on their TVs. 14.3% are tuning into morning programming, and 46.3% watch primetime shows.

Roughly 19.6% of subscribers plan to “cut the cord” this year, which is a smaller percentage than last year. These consumers gave the following concerns about potentially cutting the cord.

• They’re not sure the move will save them money: 26%
• They fear losing local programming: 25%
• They worry they won’t be able to access sports programs: 25%

Streaming Video on Demand – SVOD

Consumers love their SVOD options, but they’re always looking for ways to save money. 19% of subscribers who cancelled a paid SVOD service will shift some of their spending on this format to free ad-​supported services.

In addition, over 64% of consumers subscribe to SVOD with some advertising. Your TV media buying clients can reach them during morning programming (11% of their viewing time) and primetime (48.6% of their viewing time).

Advertising-​based Video on Demand — AVOD (FAST)

Consumers know they will be served ads along with their favorite content on AVOD/​FAST channels. According to AudienceSCAN data, the favorite programming for these viewers includes movies (56%), comedies (43%) and dramas (38%). When these consumers take action after noticing ads, 59% search online for the product or service that is mentioned.

Going Forward

Consumers also take action as the result of interacting with ads. Around 20% scan QR codes that appear on their TV screens. And 27% tap the interactive ads they see on their phones and tablets.

The details in the TiVo report present valid reasons for your TV media buying clients to increase their investment. To help them improve ROI, share the psychographic data from AudienceSCAN as they plan their campaigns.

Photo by Ketut Subiyanto on Pexels.