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Video Viewing Time Now Equals TV Viewing Time According to Millward Brown Study

This Media Life Magazine article presents highlights from a new study from Millward Brown, “AdReaction: Video Creative in a Digital World.” According to this study viewers worldwide watch 102 minutes of TV per day, as well as spending 102 minutes per day viewing videos on digital devices.  Their digital video time is allocated between 45 minutes on smartphones, 20 minutes on tablets, and 37 minutes on PCs or laptops.  These averages vary by generation and geography.

The study also found that only 19% of viewers report that advertising on digital videos is favorable, versus 29% for TV.  Skippable ads are generally viewed more favorably.  Specifically, skippable pre-roll ads have 34% favorability on PCs and 31% favorability on mobile devices.  Non-skippable pre-roll ads have 15% favorability.

The study further reveals that consumers would rather be targeted for an ad that is selling an item or service that they are interested in and have searched for online, but they are not receptive to feeling “stalked.”

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