The prevalence of online video ads has risen in recent years, with many sites like YouTube hosting short commercials before each video. TV commercials are a more traditional form of advertising, but are online video ads catching up in terms of popularity and effectiveness? How many viewers pay attention to each type of ad?
In Ask Your Target Market’s latest survey, 16% of respondents said that they watch online videos multiple times per day. 17% said that they watch online videos daily. 28% said they watch online videos several times per week. 10% watch them about once per week. 20% said they rarely watch online videos. And 9% said they never watch them.
Only 5% of online video viewers said they always pay attention to the ads that play before or during online videos. 14% said they pay attention most of the time. 22% said they pay attention to online video ads about half the time. 41% said they rarely pay attention to online video ads. And 18% said they never do.
On the other hand, 24% of respondents said that they watch TV shows multiple times per day. 36% said they watch TV shows daily. 21% watch them a few times per week. 5% said they watch about once per week. 9% said they rarely watch TV shows. And just 6% said they never do.
6% of TV viewers said that they always pay attention to the commercials that play during TV shows. 15% said they pay attention to TV commercials most of the time. 30% said they pay attention about half the time. 40% said they rarely pay attention. And 12% said they never pay attention to TV commercials.
So while Americans still seem to watch more TV shows than online videos, the amount who pay attention to each type of ad is very similar. However, only 8% of overall respondents said they think online video ads are more effective than TV ads, while 35% said they think TV ads are more effective than online video ads. 25% said they think the two are equally effective. And 32% had no opinion.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on May 5 via AYTM’s online survey panel.