Research by The Media Precinct suggests catch-up TV or broadcast video on demand, is gaining in popularity.

Findings from a poll of 2,000 people include:

• Almost 80 per cent of respondents know what catch-up TV is
• Catch-up TV is widely consumed with friends and family, with 73 per cent saying they watch with others
• The TV on the wall remains the most popular device for viewing at 55 per cent, compared to 45 per cent for mobile and desktop
• 54 per cent say because there are less advertisements on Catch-Up TV, they are likely to watch them more closely
• Only 13 per cent say they exclusively watch catch-up TV, suggesting traditional TV remains popular

The research showed the 7pm to 11pm slot remained a key period for catch-up TV services, with more than 40% of people nominating these times as their preferred opportunity to watch a favourite show, drama or sport.

 “We are seeing much higher penetration from catch-up TV due in large part to the internet connected smart TVs and devices that come pre-programmed with all the catch-up TV apps,” The Media Precinct’s Digital Planning Director, Sam Kerr, said. 

“The simplicity of the apps and ease of use has seen a real uptake and as a result the big screen in the house is changing but is still a clear favourite.

The Media Precinct’s head of trading, Lee Davis, said catch-up TV offered opportunity to marketers.

“Catch-up TV allows advertisers to deliver relevant ads to a highly engaged audience.

“Because viewers have chosen what to watch and when, they are highly engaged and more receptive to advertising in contrast to the cluttered ad environment of traditional TV,” he suggested.

“Overlaying location and time-based targeting with interchangeable messaging can be extremely effective, ensuring advertisers are connecting with the right audience, at the right time, with the right message, greatly improving the cost efficiency.”