Discover the power of TV advertising
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‘The Age of Television’ study was conducted by research and strategy consultancy MTM and explains what motivates our choice to watch either live TV, on-demand TV (from broadcasters and subscription services) or online video platforms.
The study found that our motivations can be categorised into eight different 'need states': unwind, distract, comfort, in touch, experience, indulge, escape and do.
Download the key charts right here.
This study by MTM uncovers the evolving TV and online video landscape, how it impacts the way we consume content and the core ‘need states’ that drive us to watch.
The latest figures from BARB show that the average adult watched 2 hours, 33 minutes of commercial TV each day in January 2019.
February’s chart of the month demonstrates the need for comfort, experience and to unwind are consistently important across all age groups.
This study by MTM uncovers the evolving TV and online video landscape, how it impacts the way we consume content and the core ‘need states’ that drive us to watch.