A new study from the newly rebranded Thinktv (formerly TVB) finds that Canadians are most likely to pay attention to video ads on TV and least likely to watch them on their phones.

That finding is from a national telephone NLogic omniVu survey commissioned by Thinktv, which asked 1,000 Canadians about their perceptions of advertising during September.

When asked on which platform they most paid attention to video ads, nearly three quarters (71%) of respondents reported being most likely to watch them on television. Twelve per cent said they would watch them on a computer, 7% on a tablet and 3% on their phones. Six per cent said they were unsure.

Millennials (categorized here as adults 18 to 34) reported being most likely to view video ads on TV, but in a smaller number, with 64% saying it was the preferred platform for viewing ads.

The reluctance of consumers to watch video ads on their phones was more pronounced when the question was flipped to which platform they were least likely to watch them on. The majority of adults (33%) said they were least likely to watch video ads on a phone, with 24% saying they were unlikely to view them on a computer, 19% on a tablet and 15% on TV.

Those aged 18 to 34 reported being least likely to watch video ads on tablets (36%), with phones coming second at 23%, computers third at 21% and TV fourth at 18%.

Over half of all respondents (57%) reported being most likely to notice advertising on TV. That was followed by 18% saying they weren’t sure which platform grabs their attention and 13% selecting radio spots as their answer.

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