The streaming wars between industry giants like Netflix, Disney, and Amazon, have been marked by a relentless push for increases in subscriber numbers, content production, and acquisitions. As content availability continually shifts on these platforms, it affects subscriber demographics and viewer habits, presenting a challenge to advertisers in understanding where and when to invest their advertising dollars for maximum impact. In contrast, PBS serves as a reliable platform for advertisers to reach their target audience amidst the tumultuous currents of the streaming industry. With content longevity and a fiercely loyal audience, advertisers can be more certain that their return on investment will pay off.
What problems can streaming volatility pose for advertisers?
Shifting Content and Viewer Demographics
Streaming platforms are in a constant state of flux, with their content offerings evolving, especially as various mergers, acquisitions, and re-brands take place. This shift directly influences the attractiveness of these platforms to different demographic segments over time. For advertisers, this means that the strategic placement of ads that resonated with audiences yesterday might not yield the same impact today due to shifts in audience demographics and viewing habits.
Ad-Supported Tiers and Audience Fragmentation
The introduction of ad-supported subscription tiers has added a new dimension to the streaming landscape. While these tiers offer the opportunity for brands to advertise on new platforms, they introduce fragmentation of the platform’s audience. Viewers are split by their tolerance for ads, which means a significant segment of a streamer’s audience may not see a brand’s ads at all. Furthermore, for those subscribers now choosing to be served ads, these ad breaks can run up-to or over 2-minutes, which challenges brand recall. In fact, 61% of streaming VOD viewers say, “it’s impossible to remember the companies that advertise on streaming VOD because there are so many commercial interruptions during each program.”* Choosing platforms that guarantee your ad will be served to the entirety of a program’s audience, while they are fully engaged, will improve your brand’s reach and impact.
How does PBS ensure a stable environment for advertisers?
Reliable Content Delivers Loyal Audiences
In contrast to the volatility commonly found in commercial streaming platforms, PBS presents a reliable alternative for advertisers with continuity in the quality of its content offerings. PBS delivers long-running, iconic flagship series, like ANTIQUES ROADSHOW, MASTERPIECE and NOVA to a loyal, dedicated audience, while continually adding new shows to its line-up (PBS KIDS has debuted a new kids series to its platform every year for the last three years!). The consistency of high-quality programming being produced year over year attracts a loyal, enthusiastic viewership base. This dedicated audience is grateful to the corporate sponsors who make these programs possible, and as a result, are more likely to purchase products from these brands.
Unified Ad Experience for Audiences
While ad-supported tiers in commercial streaming services can lead to a fragmented audience for advertisers, PBS’s structure ensures a unified audience experience. Sponsor spots are served to all users, but the spots are limited to just one sponsor ad break at the beginning of each program for videos on the PBS app and on the PBS website, and capped at a maximum of two non-competing brands.
As a result, viewers have a much more positive reaction to the spots on PBS than those on commercial networks. In fact, 85% of PBS viewers say they appreciate PBS’s clutter-free, non-commercial environment.* With PBS, brands ads are served to the totality of our audience in a more positive environment that makes viewers more receptive to their brand.
Embrace the PBS advantage
The competitive nature of the streaming industry offers opportunities but is fraught with instability that poses challenges to advertisers. Partnering with PBS provides advertisers with a solid foundation, granting direct access to an engaged, loyal audience that values quality and reliability. As media consumption habits evolve, PBS stands firm as a trusted source for high-caliber content for viewers, and high-quality audiences for advertisers.
Contact us to learn about PBS’s national corporate sponsorship packages and take advantage of PBS’s benefits in this dynamic market.
Source: *KANTAR | SGPTV, US Video Audience Insights 2023
