Traditional TV advertising remains most popular platform in Germany

Thursday 12 October 2017 | 17:59 CET | News

Traditional TV is still the most popular platform for advertising, irrespective of the platform used for TV viewing, according to the study Broadcast to Narrowcast by YouGov. Even in the group of VoD users who have access to add-free content, 26 percent view TV advertising. Interestingly, the percentage is similar in the group of viewers of exclusively traditional TV or including additionally Pay-TV (27 and 28 percent, respectively).

Despite a similar percentage of perception for TV advertising, there are different target groups. For example, users of traditional TV are mostly men over 55, preferring brands „Rittersport“ or „Nivea Men“. Users of Video-on-Demand are younger (18-24), single and  students, preferring brands such as „Nike“, „IKEA“ or the burger chain „Hans im Gluck“.

Based on the research, despite the availability of ad-free streaming services, traditional TV advertising has not lost its significance. People using VoD services or mediatheques watch the content of private broadcasters more often than overall population average. Especially popular among VoD viewers are the channels ProSieben (33 compared to 27 percent) and RTL (30 compared to 27 percent).

Around 63 percent of those watching traditional TV and 71 percent of respondents taking also Pay-TV the TV also watch over pay TV, watch two or more episodes of a series in one piece. Among those using exclusively streaming services, it is a similar percentage (69 percent). 

The study used 100,000 data points of the YouGov database of 70,000 respondents. The analysis of the data has been combined with a survey among 2,106 people (18+), from 29 August to 5 September.

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