Latest Ad Age-Harris Poll Reveals Viewers Are Underwhelmed By Shoppable Ads
https://adage.comConsumers are showing little enthusiasm for buying products by clicking on ads that run during streaming programming, according to a new poll—a potentially worrying sign for networks that have invested heavily in the so-called shoppable ads.
Barely one-third of respondents to the latest Ad Age-Harris Poll said they would be willing to buy a product or service directly from an ad during a show, with just 36% of consumers signalling that they’re open to the idea. The poll also found that 78% of repspondents multitask during commercial breaks, including channel surf or check their phones.
• Nearly 80% of Americans don’t want to watch ads. Respondents reported using commercial breaks as opportunities to check their phones, channel surf or do other activities.
• At least 65% agree that they would turn off a show if its ad load was too heavy, with just 19% expecting to see four or more ads during a 30-minute show.
• 80% would prefer to see ads before a show than in the middle of it—on linear TV and ad-supported streaming viewers.
• 69% of users say they’ve paid to get rid of ads. Users of live TV streaming platforms such as Hulu Live and YouTube TV are upgrading to ad-free service tiers in greater numbers than any other category.
