Advertisers on broadcast-video-on-demand services enjoy boost from shared viewing

The way people are watching broadcast-video-on-demand (BVOD) services like ITV Hub or All 4 is changing. More people are now watching with others than alone, meaning that advertisers will benefit from boosted impressions.

70% of BVOD viewing now done on the big screen. In 2019, watching BVOD on a TV set grew by 30%.

BVOD also boasts an impressive average view-through rate (where an ad is viewed all the way through to completion) of 97% and advertising within it is always seen full screen, which research conducted by Karen Nelson-Field on behalf of ThinkTV shows has a greater sales impact than ads seen on a smaller proportion of the screen.

The Numbers

For viewers aged 16-34, 31% of BVOD viewing is spent watching with their partner or spouse.

39% of 16-34s’ BVOD viewing is done alone

Advertisers can pair this with data which shows how much viewing hours increasing when popular shows are on air.

When looking at the first two weeks of June last year, live streaming of ITV2 on devices saw a huge jump – from 5.6 million total minutes per week to a whopping 189.6 million total minutes per week – making ITV Hub the most streamed broadcaster platform for 2 consecutive months. No coincidence, with the last summer season of Love Island starting on 3rd June and ending on 29th July.

ITV Hub: 29-fold device viewing increase during Love Island

Positive Brand Experience

Shared viewing is also a positive experience and BVOD delivers a highly ‘absorbed’ viewing situation, something which produces greater happiness and engagement with the content. This in turn can have a halo effect on the brands investing in BVOD and result in them being viewed in a more positive light, and with greater brand impact

What does this mean for advertisers?

Put simply: we can see who is watching BVOD, who they are watching it with, what device they are watching it on, and how long they are watching it for.

Want to know more about how we can target BVOD for your audience? Get in touch with our friendly team today.


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