Some 86% of viewers skip through adverts when watching shows recorded on DVRs, according to research carried out by YouGov for Deloitte ahead of next weekends MediaGuardian Edinburgh International Television Festival.
However, 52% of respondents still said that TV was the most memorable form of advertising, followed by newspapers, with online video and banner ads trailing well behind.
The Deloitte report found that use of social media to comment on and recommend programmes was significant amongst 18-24 year-olds but much less so amongst older age groups. While 40% of the UK population have signed up to Facebook, only 7% of those polled have become online fans of their favourite programmes. However, that proportion rises to 46% amongst 18-24 year-olds.
Howard Davies media partner at Deloitte, said: ÂThe phenomenal pace at which social media and social networks have become entrenched within our everyday lives raises the question of their possible long-term impacts on television. The current relationship can be characterised as predominantly complementary, but limited in reach. The future relationship may be more adversarial, with advertising the battleground.Â
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30 October 2020 @ 18:30:00 UTC