Users interacting with dTV ads triples in three months

net1

The number of adults interacting with digital TV ads has more than tripled since August last year, new research from Continental reveals.

The report shows that 16% of those with digital TV now respond to iTV advertising, compared to 5% six months ago.

Those surveyed were asked how various incentives would affect their willingness to interact. The two most popular draws were money-off coupons and free samples, with 16% and 13% respectively persuaded by them. 10% said a competition to win a free supply of the advertised product would encourage them to interact, while 9% cited 3-for-2 type offers.

Although the report indicates consumers are beginning to warm to iTV advertising, two-thirds of those questioned said nothing would make them interact with an ad.

Continental also forecasts that 17m homes in Britain will have digital TV by 2005.

It predicts that Sky will reach more than 8m homes over the next two years, rising from the current 7.2m, and Freeview take-up will double to almost 5m. Homes receiving digital TV via cable will rise by over a third, from the current 2.6m.

Its Spring 2004 Digital TV Report echoes findings from the recent quarterly Digital Television Update from communications industry regulator Ofcom (NMA 26 February).

Continental's research comes after a recent Interactive Digital Sales report that found brand owners still believe iTV advertising is too expensive, despite Sky cutting prices to make it more accessible.

2,143 UK adults were surveyed by Continental in January