A new report could help campaigns decide how to slice their ad budgets. $6.06 billion is set to be spent on broadcast TV this cycle while digital channels will see double the spend from two years ago at $1 billion, according to a recent estimate.
According to the Interactive Advertising Bureau, consumers who “regularly view original digital video programming” expressed a preference for original digital video programming to traditional TV content.
Over the last three years, regular viewers of original digital video programming have grown from 45 million to 63 million, according to a new report by the Interactive Advertising Bureau. That figure came from a survey of some 1,900 consumers the industry trade group released Wednesday.
There’s even a correlation between digital programming viewership and household income. Those watching premium made-for-digital content, according to the IAB, have seen close to a 10 percent rise in median household income over a year ago.
And in what will come as little surprise to most digital consultants, younger adults (18-34) are twice as likely as adults 35 or over to watch made-for-digital content. Moreover, the audience is mostly male.
If audience reach wasn’t enough, roughly half of these viewers report being better able to recall the ads they’d seen during their online screen time — up from 27 percent a year ago. According to the study, “18-34 cord-cutters/[cord] nevers are inclined to find the ads shown during this type of programming to be ‘more interesting’ or ‘fun.’”
The study was released to coincide with the 2016 Digital Content NewFronts, the Internet’s answer to TV networks’ seasonal presentation to advertisers in New York.
Correction: The original version of this story reported that digital video viewership had surpassed that of primetime TV. That was not a finding of the IAB research.