Trade body Global TV Group and its Canadian member ThinkTV have released new research compiled from various attention-based surveys showing that ads on broadcaster-owned video on demand services (BVOD) attain higher levels of viewability and attention than advertising on other online platforms.

BVOD includes broadcaster streaming on all platforms and set top box VOD.

The opportunity to see ads differs depending on the platform. Study results – conducted by neuromarketing firm Mediascience – show that 13% of respondents were exposed to ads on BVOD platforms, compared to 4.5% for YouTube and 0.7% on social media. But beyond that, 85.9% of viewers were found during research to be paying attention during BVOD ads, compared to 71% for YouTube ads and 50% for social media ads.

Another interesting result of the research was that well-established behaviours on digital platforms not being true from BVOD services. Based on observations from research firm Amplified Intelligence, while attention for YouTube ads goes down the longer the ad is, attention increases on BVOD the longer the ad is.