iTV data

Gleave, Samantha
July 2005
New Media Age;7/28/2005, p28
Trade Publication
The article examines the results of a survey conducted by iBurbia regarding the reaction of television audiences to interactive television advertisements in Great Britain. Each quarter since 2004 the company had a rolling sample of between 400 and 500 respondents from representative cross-section of the Sky audience, monitoring changes in four specific areas: whether viewers are aware of interactive advertising; whether those who are aware know what to expect when you press red; whether they are aware of the A-Z menu in Sky Active as somewhere they can go to find the interactive content; and whether they recognize the potential benefits. It appears that awareness is slowly growing, with just under 40% of respondents now claiming to have seen an interactive television, but not necessarily interacted with it. Positive responses to the second question, addressing understanding of how the mechanism works, are still painfully low, at 25% of respondents. Positive responses to the third question, establishing that only 25% of the Sky audience have ever interacted with an interactive advertisement, have close correlation to those for question two, showing that the only way to understand interactive advertisements is to interact with them.


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