The Cabletelevision Advertising Bureau updated some of its previous research and found some very good news regarding television viewing. Perhaps best is that TV viewing continues to grow and is now at an all-time high of 31 hours per week per person. According to Multichannel News, CAB President Sean Cunningham says the “remarkable proliferation of video gadgets seems to be inspiring more interest in watching TV in general.” Broadcasting & Cable adds that traditional linear TV remains the biggest driver of interest in video across all possible devices.
Cunningham also said that viewers are much more tolerant and accepting of advertising on traditional television--where it has been all their lives--than they are on new viewing alternatives. Viewers on average find commercials up to 42 seconds acceptable on traditional TV, but find anything longer than 18 seconds objectionable for ads on the PCs, and will only accept ads or 12 seconds or shorter on mobile devices. “The lines are drawn on ad receptivity very, very sharply,” Cunningham said. He also pointed out that while there has been such an explosion of opportunities for video consumption, “What no one bargained for...is that in all this bombardment, cable TV thrived. This is the message.”
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