As broadcasters, networks and cable, satellite and telecom companies evaluate the opportunities gained and lost when making content freely or conditionally available online, it is now more important than ever to understand consumers’ value levers when watching original TV programming.
This article examines ad sensitivity and consumer expectations when watching original scripted TV programming online. Although one in three viewers of original TV programs online see less ads as a benefit, ‘convenience’ and ‘catch up viewing’ are by far the most important drivers of value online. The underlying research indicates that the desire to entice and engage online audiences may have resulted in underselling the opportunity to generate digital dollars with online TV viewing, and that greater ad loads are actually acceptable to most viewers.