ThinkboxThis month's Chart of the Month highlights the rise in viewing of ad-supported quality content.
As shown at Trends in TV 2025, data from Barb reveals that the share of viewing to ad-supported content has grown from 58% to 62% for adults. Notably, this growth is even more significant among younger audiences, increasing from 38% to 59%. This is specifically in reference to TV set viewing, supported by analysis from Context Effects that showcased the importance of the TV set (and subsequently the environment) in its ability to drive ad recall.
This trend comes as SVOD services introduce ad-supported tiers, such as the likes of Netflix and Amazon Prime Video, presenting new opportunities for advertisers as the growth of ad-supported content continues to rise.
For more insights, watch Trends in TV 2025, now available on demand.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- January/February: Ads are noticed more when people are relaxed and/or in a good mood
- December: Creatively consistent brands report more very large business effects
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
- June: TV has the highest weekly saturation point
- May: TV (Linear and BVOD) accounts for over half of all ad-driven profit
- April: The TV screen drives the highest ad recall of all devices
- January: TV is a trusted medium
