The differences between content and advertising are also striking. With TV and BVOD, advertising is as emotional as the content. (TV: content 33 percent, advertising 31 percent // BVOD: content 38 percent, advertising 35 percent). With YouTube, the discrepancy is slightly larger at minus 5 percentage points (content: 35 percent, advertising 30 percent). At minus 21 percentage points, the losses to content on Facebook are the highest (content: 33 percent, advertising: 12 percent).
TV as a lean-back medium shows that viewers are relaxed during advertising, while YouTube, as a lean-forward medium, sees advertising a little more tense. This indicates a stronger disruption from the advertising. BVOD fits in between. With Facebook, the volatility of the contact means that the spots are not very activating.
From January to March 2021, eye square produced 549 “in-home media ethnographies” for the study. This means that precise records of the media usage behavior of study participants were made in their familiar surroundings. The study results are there here.
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