Disconnect between what ad agencies think and what real people do

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May 31, 2017 by Paul Dughi

night-television-tv-theme-machines

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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