DIRECTV Advertising, known for its addressable TV solutions, and Publicis Media, the media arm of global communications leader Publicis Groupe, have unveiled a comprehensive study titled Premium, Defined: Long-Form Content Drives Ad Success. The research, carried out by Vital Findings in May 2024, delves into consumers' perceptions of premium content and their attitudes towards the advertisements that accompany it.
The findings are striking, with 97% of viewers categorizing long-form content as the epitome of premium. Furthermore, nearly 90% of respondents believe that watching such content is a worthwhile use of their time. Amy Leifer, Chief Advertising Sales Officer for DIRECTV Advertising, explained, "Viewer habits have certainly shifted over time, but what remains consistent is that TV and premium content offer a truly leaned-in experience that forges deep personal connections."
This preference for long-form premium content has substantial implications for advertising strategies. With the rise of ad-supported services, most viewers are open to watching advertisements in exchange for free or discounted subscriptions. Notably, 62% of consumers appreciate that advertising makes premium content more affordable. Additionally, two-thirds of respondents have purchased products advertised within long-form content, indicating a direct impact on consumer behavior.
The study also reveals that perceptions of what constitutes 'premium' content vary among different audience segments. Liz Leonard, EVP of PMX Lift, noted, "Viewers follow good content wherever it lives, which is why it is a challenge to put a universal definition on what 'premium' means to consumers. However, we know that long-form content continues to be a vital part of advertisers' video mix due to perceived content quality and integrity, as well as having a proven track record of driving strong engagement and business outcomes."
In the coming months, brands will have the opportunity to leverage these insights within the DIRECTV footprint and across media through PMX Lift. The full-length report is now accessible at directvadvertising.com/insights/.
This research highlights the enduring value of long-form premium content in the advertising ecosystem. As viewer preferences continue to evolve, understanding these nuances can help brands better connect with their audiences and drive meaningful engagement. The study's findings underscore the importance of investing in high-quality, long-form content as a strategy for achieving positive business outcomes.
The data for this study was gathered through a quantitative survey conducted by Vital Findings, involving 3,000 consumers representative of the US population aged 18-74. The survey was administered online from May 1st to May 15th, 2024.
