Disconnect between what ad agencies think and what real people do

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May 31, 2017 by Paul Dughi


What percentage of average people in the U.S. watch video content on their TV set (versus other devices)?  

250 advertising executives were asked that question.  They said 25%.  Umm.  The number is actually 82%.

TV Viewing

Research Now did the study on behalf of the Video Advertising Bureau (VAB).  They surveyed 250 ad executives (71% agency, 29% marketer) in February and compared their responses to Nielsen’s estimates for actual viewing.

The other big disconnect was the ad community estimating 17% of viewing was done on a tablet and 18% on a smartphone.  The numbers are actually 1% and 2% respectively.

H/T Bob Hoffman, Mediapost

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