Amplified Intelligence has found Foxtel audiences pay the most attention to advertising, and the Foxtel Group services have the greatest number of engaged viewers
The study, commissioned by Foxtel Media under the FoxTest initiative, found that Foxtel dominates on attention volume when compared to free-to-air competitors, meaning that brands receive the best watchability amplification when they advertise on Foxtel services.
The research set out to compare human attention, advertising engagement and watchability on BVOD and linear platforms, including Foxtel and free-to-air offerings.
It was conducted on a 300-home Australian panel with Amplified Intelligence recording 27,000 human attention views, 2,335 program sessions, 1,005 brand ads, and 134 live programs.
The Foxtest was also partnered by Mediabrands’ media intelligence and investment division, Magna, to gain a greater understanding of the nuances of attention in media planning.
The study created a hierarchy of attention on video platforms, with platform dominating the top of the funnel, followed by content, context, demographic and creative execution.
Following the hierarchy, the study found that Foxtel video streaming environments provide more highly engaged viewers compared to free-to-air (FTA) linear television, driving better commercial outcomes for advertisers. Foxtel’s BVOD services also delivered twice the active attention when compared to that of FTA linear TV.
Content and its effect on attention was also found to be more superior on Foxtel, with Foxtel linear TV receiving 10% more active engagement when compared to FTA linear TV, underlining the relationship between the programming attention and advertising attention.
In terms of context, engaged viewing (percentage of people who looked at the TV and for how long) on Foxtel BVOD on services (Foxtel Go) showed to maintain a consistent 57-60% of active attention in a 30-second ad, while this fell to below 45% for traditional FTA TV.
The research also suggests that watchability can be categorised as a product of quality paid content and low ad clutter. This leads to the greatest attention level amongst audiences, regardless of Position in Break (the position in which an advert falls within an advertising break).
From a demographic perspective, Kayo streamed to TV was also a standout performer, delivering 8.0 seconds of active attention, outperforming traditional free-to-air viewing which delivered 4.4 seconds. Foxtel linear also continued to outperform FTA linear audiences, delivering 10% higher attention across this study.
Quality creative and the use of distinctive assets was found to deliver 25% uplift in short term lift ((measured by brand choice from an exposed/non-exposed competitive set), and a 5.2% lift in mental availability (measured by brand/category associations from an exposed/non-exposed competitive set). Consequently, when poor advertising creative was deployed, competitor misattribution occurred.
Overall, Foxtel streaming services delivered brands the most active attention and the most engaged viewers. Brands can amplify the watchability of their ads and being on the best platforms, in the best context, with the correct content that delivers the right messages to key audiences eventuates in superior advertising outcomes.
Amplified Intelligence founder and CEO, professor Karen Nelson-Field said: “This research as part of FoxTest sought to deep dive on the unique nuances Foxtel’s media channels offer. The findings show conclusively that Foxtel subscribers are highly attentive, which is fantastic news for Foxtel because we know that engaged viewers watch for longer, and that consistent delivery of larger engaged audience drives ad effectiveness.
“These findings are highly timely with the arrival of more video advertising options for brands in 2023 as streaming players enter the Australian and global market,” she added.
Mark Frain, Foxtel Media CEO, said: “This breakthrough research from Amplified Intelligence provides scientifically rigorous proof to something we all innately know – that a better viewer experience leads to more effective advertising and stronger commercial outcomes for brands. As streaming advertising become increasingly important in coming years, ad experience is what will drive attention and outcomes.”
“The Foxtel Group has not been shy in sharing our vision to be the most watchable platform, whilst simultaneously delivering the most impactful and effective advertising channel to our agency and brand partners. As this study shows, we have the capacity to elevate media dollar efficiency and be the springboard for creative advertising to shine – and most importantly have a positive impact on the bottom line for advertisers.”
The culmination of this work will see Foxtel viewing data integrated into the Amplified Intelligence’s media planning tool, attentionPLAN®, providing agencies the channel and format insights to best optimise their media plans to human attention, and ultimately drive better commercial outcomes.
A key partner in this FoxTest was Mediabrands’, who leant in very early with their shared intent to further understand the nuance of attention in media planning.
Hannah Rook, intelligence and insights director at Magna, Mediabrands’ media intelligence and investment division, said: “Magna has been exploring Impact Quality for some time; of which attention forms a key component.
“When the opportunity to work with Foxtel Media on this attention project presented itself, we were keen to take part. Participating in projects like Foxtest will ultimately allow us to better our communication approach to consumers and deliver more effective outcomes for clients.”