Foxtel Media study finds its audiences are 27% more engaged other TV viewers

News 23 Nov 2020 - 1 min read

Foxtel Media study finds its audiences are 27% more engaged other TV viewers

By Press release - Foxtel Media

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags:

Research commissioned by Foxtel Media has found that its audiences are more engaged than those watching non-subscription TV.

The study, by consultancy Nature, involved qualitative and quantitative research and implicit behavioural measurement of over 3,000 Australians.

It found that audiences watching Foxtel are 27% more engaged than those watching non-subscription television.

Key findings:

Through implicit measurement of natural viewing, the peak engagement for Foxtel viewing was 16% higher than non-subscription TV audiences
More engaging advertising formats drive greater ad recall (up to 11%) for advertising partners
More engaging advertising formats drive stronger brand uplifts for advertisers

The research also suggests that the lower ad loads on Foxtel linear television translated to more positively engaged audiences. This in turn led to higher levels of advertising recall and better communications of brand messaging.

Brand messaging recall uplift on Foxtel’s ad structure format, which broadcasts 33% fewer minutes of advertising per hour, was double that of non-subscription TV formats, per the study.