MPG study suggests few willing to pay to avoid television ads

Although people complain about TV ads, the majority of people would refuse to pay to avoid them, Media Planning Group research suggests.

In a telephone survey of 1,000 adults, conducted by ICM Direct on behalf of MPG, two-thirds of respondents said they would not be prepared to pay for a Personal Video Recorder that allowed ads to be screened out.

Of those respondents who said that they were willing to pay for a PVR, the vast majority would only buy one if it cost less than £100.

When asked about paying for video-on-demand services, responses were more positive. More than 45 per cent of respondents said they would be prepared to pay for the ability to watch programming when they wanted.

MPG ordered the research to see whether there had been any convergence or crossover between consumers' TV and PC consumption. Penetration among the respondents was 99 per cent and 59 per cent for TV and PC respectively.

The report found the PC and TV have different functions in the home.

Just 2 per cent said they used their PC for watching programmes and 3 per cent for listening to the radio.

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