NBCU Research Spotlights Viewer & Buyer Attitudes to Modern TV Beet.TV [Video]

LONDON – What constitutes a high-quality, “premium” TV viewing experience in the eyes of audiences? It’s a question that is hotly debated in the TV and advertising industries.

To get a handle on it, NBCUniversal and FreeWheel conducted research putting a range of content and ad experience options to 8,000 viewers.

The research, “Prescribing Premium“, looked at a range of factors – content platform, content length, recency, ad experience and more – to piece together the individual elements viewers consider to be premium.

“(For) audiences, it means that it’s some type of content they can really immerse themselves in,” said David Evans, VP, Global Research, NBCUniversal, in this video interview with Beet.TV.

“When we looked at … what need states are driven by quality content, more often than not, it’s about wanting to escape, really sort of lose yourself in great content and engage yourself with that in a deep way.”

But Evans said NBCU’s research also shows viewers are receptive to …