Table of Contents
Executive Summary
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- The market
- Competing media to keep growth limited
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- Figure 1: Total US sales of television and digital video ads, at current prices, 2008-18
- Video ad spend floats higher on tide carrying all ships higher
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- Figure 2: US video ad share of sales of all online and broadcast advertising, 2010-13
- Television sales dwarf digital video
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- Figure 3: Share of US video ad sales, television versus digital video, 2013
- The consumer
- Reach of TV and online ads closely tied to viewer age
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- Figure 4: Types of online and television commercials seen in past week, by age, February 2014
- Purchasing in response to ads – video on top
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- Figure 5: Incidence of making a purchase in past month in response to a video ad, February 2014
- Familiar products more likely to inspire sales
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- Figure 6: Previous familiarity with product purchased after seeing a TV or video ad, February 2014
- Women 18-34 driving second screen trend
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- Figure 7: Second screen usage while watching TV, by age, February 2014
- Social media a normal part of watching TV for 18-34s
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- Figure 8: Second screen activities while watching TV, by age, February 2014
- What we think
Issues and Insights
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- Is the DVR really killing television ads?
- The issues
- The implications
- How will the TV ad market adapt to time-shifted viewing?
- The issues
- The implications
- When will targeted TV ads be commonplace?
- The issues
- The implications
Trend Applications
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- Trend: FSTR, HYPR
- Trend: Extend My Brand
Market Size and Forecast
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- Key points
- Television ads still carry upside
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- Figure 9: Total US sales of television and digital video ads, at current prices, 2008-18
- Figure 10: Total US sales of television and digital video ads, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US sales of television and online video ads, at current prices, 2008-18
Market Drivers
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- Key points
- Connected televisions
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- Figure 12: Connected television ownership, by age, February 2014
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- Figure 13: Connected television ownership, by household income, February 2014
- Mobile and portable access
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- Figure 14: Access to connected devices, February 2014
- Use of phones and tablets for online video
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- Figure 15: Use of secondary screens for streaming video, by age, November 2012-June 2013
- Time spent watching television and online video
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- Figure 16: Time spent watching television, by age, February 2014
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- Figure 17: Time spent watching television, by household income, February 2014
- DVR versus VOD
- DVR and VOD penetration
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- Figure 18: DVR and VOD penetration, by age, November 2012-December 2013
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- Figure 19: DVR and VOD penetration, by household income, November 2012-December 2013
- Online video consumption
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- Figure 20: Online video viewership, January 2011-January 2014
Competitive Context
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- Key points
- Television still tops time spent with media, ad sales
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- Figure 21: Average time spent with major media by US adults, 2010-13
- Sales gains enabled via increased overall spend
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- Figure 22: Total US sales of online and broadcast advertising, at current prices, 2009-13
- Efficacy of competing online ads
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- Figure 23: Frequency of purchases in response to internet advertising, April 2011-December 2013
- Figure 24: Incidence of making a purchase in past month in response to an online or television ad, by gender, February 2014
- Ad-free viewing platforms versus ad-based platforms
- Pay TV subscriptions hold steady
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- Figure 25: Subscription to pay TV service, April 2009-December 2013
- Figure 26: US Pay TV subscriptions, 2009-13
- Rising tide for iVOD usage
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- Figure 27: Services used to purchase, rent, or watch video online, September-October 2013
Segment Performance
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- Key points
- Outstanding room for growth in digital video ads
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- Figure 28: US video ad sales, by segment (television versus digital video), 2012-13
- Television ad sales continue to grow
- More inclusive rating systems
- cVOD as the antidote to DVR ad-skipping
- Dynamic insertion in cVOD content
- Connection to online content increases television ad value
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- Figure 29: Total US sales of television ads, at current prices, 2008-18
- Digital video ads
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- Figure 30: Total US sales of digital video ads, at current prices, 2008-18
Innovations and Innovators
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- Shazam uses audio to link brands, ads, and video content
- Second screen apps and social TV
- Can interactivity move to the first screen?
TV and Online Ad Reach
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- Key points
- Men more likely to see ads online
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- Figure 31: Types of online and television commercials seen in past week, by gender, February 2014
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- Figure 32: Types of online and television commercials seen in past week, by age, February 2014
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- Figure 33: Types of online and television commercials seen in past week, by urban area, February 2014
Attitudes to Television and Television Ads
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- Key points
- Making bold choices
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- Figure 34: Attitudes to television and television ads, by age, January-September 2013
- Funny stands tall
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- Figure 35: Attitudes to television and television ads, by age, January-September 2013
- Striking conflicts in general sentiments to ads
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- Figure 36: Attitudes to advertising, by age, January-September 2013
- Trended attitudes show interest in TV and ads in decline
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- Figure 37: Attitudes and opinions about media, April 2009-December 2013
- Product placement a reasonable repositioning of ad dollars
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- Figure 38: Attitudes toward product placement in television, by age, January 2013-September 2013
- Figure 39: Attitudes toward product placement in television, by age, January-September 2013
Ad Avoidance
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- Key points
- Television ad avoidance
- Men channel-surf while women multitask
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- Figure 40: Television commercial avoidance, by gender, February 2014
- Figure 41: TV ad avoidance, by gender, January-September 2013
- Highest income households include more ad-skippers
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- Figure 42: Television commercial avoidance, by household income, February 2014
- DVRs and ad-skipping
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- Figure 43: Ad-skipping via DVR or VCR, by age, November 2012-December 2013
- Figure 44: Ad-skipping via DVR or VCR, by household income, November 2012-December 2013
- Online ad avoidance
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- Figure 45: Online video ad avoidance, by gender, February 2014
Purchasing in Response to Ads
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- Key points
- One in four prompted to buy
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- Figure 46: Incidence of making a purchase in past month in response to a video ad, by gender, February 2014
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- Figure 47: Incidence of making a purchase in past month in response to a video ad, by age, February 2014
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- Figure 48: Incidence of making a purchase in past month in response to a video ad, by household income, February 2014
- Ad prompts boost online sales
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- Figure 49: Online purchase based on television or digital video ads, February 2014
- Figure 50: Online and mobile shopping share of total retail sales, 2007-12
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- Figure 51: Online purchase based on television or digital video ads, by household income, February 2014
- Figure 52: Any online shopping in past year, by household income, August 2011-August 2012
- Impact of price on path to purchase
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- Figure 53: Cost of most recent purchase related to an ad, February 2014
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- Figure 54: Activities conducted on path to purchase, by cost of most recent purchase related to an ad, February 2014
- Activities conducted in path to purchase
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- Figure 55: Activities conducted on path to purchase, by household income, February 2014
- Previous familiarity with products purchased
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- Figure 56: Previous familiarity with product purchased, by household income, February 2014
Customization and Voluntary Viewership
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- Key points
- Interest in customizing television ads low
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- Figure 57: Interest in customized or interactive television ads, by age, February 2014
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- Figure 58: Interest in more information about products advertised on television, by age, February 2014
- Voluntary viewership of ads online
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- Figure 59: Voluntary viewership of ads online, by age, February 2014
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- Figure 60: Voluntary viewership of ads online, by urban area, February 2014
Second Screening
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- Key points
- Women 18-34 driving second screen
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- Figure 61: Second screen usage, by age, February 2014
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- Figure 62: Second screen usage, by age and gender, February 2014
- Women turn to second screens for games and social media
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- Figure 63: Second screen activities, by gender, February 2014
- Social media a normal part of watching TV for 18-34s
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- Figure 64: Second screen activities, by age, February 2014
- Social media use peaks among highest-income second screeners
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- Figure 65: Second screen activities, by household income, February 2014
Qualitative Research
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- Key points
- Capturing attention
- Theme: Humor
- Theme: Ads in line with personal interests
- Theme: Ads with animals
- Theme: Ads that tell a story
- Online ads and avoidance of online ads
- Theme: Online video ads can be more appealing than television ads
- Theme: Online ads best avoided
- Attitudes to customized ads on YouTube and Hulu
- YouTube
- Hulu
Race and Hispanic Origin
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- Key points
- Hispanics lead in online ad exposure
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- Figure 66: Types of online and television commercials seen in past week, by race/Hispanic origin, February 2014
- More Blacks watch ads
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- Figure 67: Television commercial avoidance, by race/Hispanic origin, February 2014
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- Figure 68: DVR penetration, by race/Hispanic origin, November 2012-December 2013
- Figure 69: Ad-skipping via DVR or VCR, by race/Hispanic origin, November 2012-December 2013
- Hispanics show high engagement with TV on social media
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- Figure 70: Second screen activities, by Hispanic origin, February 2014
- Product placement has greater sway with Blacks and Hispanics
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- Figure 71: Attitudes toward product placement in television shows, by race/Hispanic origin, January 2013-September 2013
- Asians, Hispanics more likely to make purchases
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- Figure 72: Purchases in response to ads, by race/Hispanic origin, February 2014
- Hispanics want more information on advertised products
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- Figure 73: Interest in more information about products advertised on television, by race/Hispanic origin, February 2014
- Asians lead in voluntary ad viewing
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- Figure 74: Voluntary viewership of online ads, by race/Hispanic origin, February 2014
Appendix – Additional Consumer Tables
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- Reach
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- Figure 75: Types of online and television commercials seen in past week, by household income, February 2014
- Avoidance
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- Figure 76: Online video ad avoidance, by age, February 2014
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- Figure 77: Online video ad avoidance, by race/Hispanic origin, February 2014
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- Figure 78: TV ad avoidance, by age, January-September 2013
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- Figure 79: TV ad avoidance, by household income, January-September 2013
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- Figure 80: TV ad avoidance, by race/Hispanic origin, January-September 2013
- Attitudes to television and television ads
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- Figure 81: Attitudes to television and television ads, by gender, January 2013-September 2013
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- Figure 82: Attitudes to television and television ads, by race/Hispanic origin, January 2013-September 2013
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- Figure 83: Attitudes to television and television ads, by household income, January 2013-September 2013
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- Figure 84: Attitudes to advertising, by gender, January 2013-September 2013
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- Figure 85: Attitudes to advertising, by race/Hispanic origin, January 2013-September 2013
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- Figure 86: Attitudes to advertising, by household income, January 2013-September 2013
- Attitudes to product placement
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- Figure 87: Attitudes toward product placement in movies, by age, January 2013-September 2013
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- Figure 88: Attitudes toward product placement in movies, by race/Hispanic origin, January 2013-September 2013
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- Figure 89: Attitudes toward product placement in movies, by household income, January 2013-September 2013
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- Figure 90: Attitudes toward product placement in television, by household income, January 2013-September 2013
- Purchases in response to ads
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- Figure 91: Incidence of making a purchase in past month in response to an online or television ad, by whether television is connected to the internet, February 2014
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- Figure 92: Frequency of purchases made in response to banner ads, by age, April 2013-December 2013
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- Figure 93: Frequency of purchases made in response to banner ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 94: Frequency of purchases made in response to banner ads, by household income, April 2013-December 2013
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- Figure 95: Frequency of purchases made in response to e-mail ads, by age, April 2013-December 2013
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- Figure 96: Frequency of purchases made in response to e-mail ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 97: Frequency of purchases made in response to e-mail ads, by household income, April 2013-December 2013
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- Figure 98: Frequency of purchases made in response to floating ads, by age, April 2013-December 2013
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- Figure 99: Frequency of purchases made in response to floating ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 100: Frequency of purchases made in response to floating ads, by household income, April 2013-December 2013
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- Figure 101: Frequency of purchases made in response to online full motion video ads, by age, April 2013-December 2013
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- Figure 102: Frequency of purchases made in response to online full motion video ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 103: Frequency of purchases made in response to online full motion video ads, by household income, April 2013-December 2013
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- Figure 104: Frequency of purchases made in response to pop-up ads, by age, April 2013-December 2013
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- Figure 105: Frequency of purchases made in response to pop-up ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 106: Frequency of purchases made in response to pop-up ads, by household income, April 2013-December 2013
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- Figure 107: Frequency of purchases made in response to search ads, by age, April 2013-December 2013
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- Figure 108: Frequency of purchases made in response to search ads, by race/Hispanic origin, April 2013-December 2013
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- Figure 109: Frequency of purchases made in response to search ads, by household income, April 2013-December 2013
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- Figure 110: Frequency of purchases made in response to search ads by age, April 2013-December 2013
- Previous familiarity with products purchased
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- Figure 111: Previous familiarity with product purchased, by gender, February 2014
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- Figure 112: Previous familiarity with product purchased, by cost of most recent purchase related to an online ad, February 2014
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- Figure 113: Previous familiarity with product purchased, by whether television is connected to the internet, February 2014
- Activities conducted in path to purchase
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- Figure 114: Activities conducted on path to purchase, by age, February 2014
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- Figure 115: Activities conducted on path to purchase, by race/Hispanic origin, February 2014
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- Figure 116: Activities conducted on path to purchase, by gender, February 2014
- Interest in ad customization
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- Figure 117: Interest in customized television ads, by household income, February 2014
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- Figure 118: Interest in customized television ads, by race/Hispanic origin, February 2014
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- Figure 119: Interest in customized television ads, by urban area, February 2014
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- Figure 120: Behavior related to television viewership, by race/Hispanic origin, February 2014
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- Figure 121: Interest in more information about products advertised on television, by household income, February 2014
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- Figure 122: Interest in more information about products advertised on television, by urban area, February 2014
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- Figure 123: Voluntary viewership of online ads, by household income, February 2014
Appendix – Trade Associations
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