Study from FreeWheel’s Viewer Experience Lab and NBCUniversal shows that the right blend of these four factors improves quality of content by nearly 4x

FreeWheel, a global technology platform for the television advertising industry, in collaboration with NBCUniversal, has released a comprehensive report titled "Prescribing Premium." This study aims to identify the critical components that contribute to a high-quality viewing experience from an audience perspective.

Key Findings from the Report:

1. Defining Premium Quality:

• The study identifies four main factors that influence viewers’ perceptions of content quality: platform, content, device, and ad load. By optimizing these elements, quality metrics can potentially improve by 3.6 times.
• Content that benefits from editorial input and is viewed on larger screens with minimal interruptions is deemed the most premium by respondents.

2. The Halo Effect on Brands:

• The research highlights a direct correlation between content quality and brand perception. Notably, 68% of respondents associated ads appearing in premium content with higher quality, while 66% viewed the brands as more credible.

“Advertisers and marketers have long believed that placing their brands in premium content builds trust, but this research proves that and takes it a step farther by defining what they mean by ‘premium,’” said Thomas Bremond, Chief Revenue Officer, International, FreeWheel.

3. The Importance of Advertising Experience:

• The survey reveals that the nature of the advertising experience is just as crucial as the content itself. Limited ads and shorter ad breaks were found to achieve a 2.1 times higher quality index compared to longer breaks.
• 72% of respondents indicated that premium environments offer less intrusive ad experiences compared to non-premium settings. Previous findings from FreeWheel's Viewer Experience Lab confirm that ad breaks of two minutes or less significantly enhance viewing experiences.

Global Insights:

The Prescribing Premium study is based on 8,000 online interviews with adults aged 16-64 across key markets, including the US, UK, France, Germany, Italy, Spain, Australia, and Canada. The research employed explicit questions about content consumption along with a conjoint analysis to capture viewer attitudes towards high-quality viewing experiences. The findings demonstrate that perceptions of quality are consistent across different age groups and countries.

Enhanced Engagement and ROI:

David Evans, VP of Research, Global Data and Insights at NBCUniversal, commented, “The vast majority of audiences across global markets engage with premium video regularly, selecting content based on high production values and strong narratives. This deliberate choice fosters a robust connection between viewers and content, driving conversation and recommendations. When combined with a high-quality ad experience, it creates an environment that is beneficial for advertisers, leading to increased attention and a higher return on investment.”

The insights from the "Prescribing Premium" report underscore the significance of understanding what constitutes a high-quality viewing experience. By leveraging these findings, advertisers can make informed decisions to enhance their brand appeal and optimize their media strategies, ensuring they connect with audiences effectively.