How often are people in the room when TV ads air? Not as much as brands might like, study shows
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TV commercials may not be so superior to digital ads when it comes to viewability as the industry believes. According to a new study from IPG Media Lab, 29 percent of TV commercials are not actually seen by viewers.
The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 29 percent of TV ad deliveries are not “viewable,” meaning nobody is in the room for at least two seconds while the commercial is airing. This compares to 31 percent of digital video being unviewable.
“Viewability has long been a term of discussion in the digital advertising landscape, but now the industry is realizing just how difficult it is to measure linear TV’s viewability as well, and track exactly how and when ads are being viewed,” Chad Stoller, managing partner for IPG Media Lab, said in a statement.
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