WARC has delivered us an early Christmas present by publishing our research for Network 10, which shows that ads contained within liked programs were more effective.
Here is the summary :
Revisits program liking with up-to-date information and tests the effectiveness of advertising in an on-demand TV viewing environment.
An experiment was conducted which exposed respondents to one of twelve 20-minute programme treatments featuring popular Network 10 TV shows with advertising, in a viewing environment similar to BVOD;
The study found that liking across the 36 programs tested, amongst those who watched, was high – with an average of 4.0 out of 5, but those shows/genres that had the highest likeability were not the most watched;
News programming was the most-watched genre (based on average program viewing in the past 12 months) but had the lowest likeability scores amongst those who viewed, while drama was the least-watched program genre, but had the highest likeability scores;
In line with the broader academic work, the results showed that ads contained within liked programs were more effective.
To read more, and if you have a subscription - it's available here :