Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.
The longer the ad, the more likely US TV viewers will call it unreasonable. And only half of TV viewers who recently watched the shortest ads—less than 30 seconds—felt the length was reasonable. If viewers must watch ads, they want them to be as short as possible.
Beyond the chart: Both Netflix and Disney+ will roll out an ad-supported tier in the next two months. Their imperative is to show ads without detracting from the viewing experience or driving away subscribers.
One strategy is to offer a variety of ad formats. “Streamers have such a great opportunity for innovative ad units,” said Jason Brum, group vice president of agency partnerships at DirecTV Advertising, speaking on Monday at Advertising Week New York. Pause ads, for example, are “not as intrusive as a commercial,” he added, and could result in more attention than a 30-second ad spot.
Methodology: Data is from an August 2022 Hub Research report titled "TV Advertising: Fact vs. Fiction, Q2 2022." A US Census-balanced sample of 3,004 US teens and adults ages 14-74 were surveyed online during May 2022. All respondents watched at least one hour of TV per week.