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EMARKETER

Where US TV viewers think ad load is out of control

Article by Sara Lebow  |  Nov 2, 2022
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Where US TV viewers think ad load is out of control
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Topics
TV
Video-on-Demand (VOD)
Consumer Attitudes on Marketing
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Around 60% of US TV viewers think the number of ads on Hulu, Discovery+, and HBO Max is reasonable. Fewer of them feel the same about Paramount+ and Peacock, while live TV is considered the biggest offender in this respect.

US TV Viewers Who Feel That the Number of Ads They See Is Reasonable, by Service, May 2022 (% of respondents)
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Beyond the chart: Netflix’s ad-supported tier launches today in 12 countries including the US. With 4 to 5 minutes of ads per hour, and at 15 or 30 seconds per ad, the new “Basic with Ads” tier offers a substantial number of placement opportunities for advertisers that get in on the ground floor.

The platform will have to strike a balance between its pursuit of ad revenues and subscribers’ comfort with commercials. Meanwhile, some of its content library will be unavailable to ad-supported viewers, due to restrictions in licensing.

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Read yesterday’s Chart of the Day here.

Methodology: Data is from an August 2022 Hub Research report titled "TV Advertising: Fact vs. Fiction, Q2 2022." A US Census-balanced sample of 3,004 US teens and adults ages 14-74 were surveyed online during May 2022. All respondents watched at least one hour of TV per week.