Story image

More Kiwis using technology to avoid commercials

20 Oct 2014

Kiwis are becoming more adept at using technology to avoid digital advertising, Reachmedia independent survey results show.

Of the 1000 New Zealanders surveyed, 57 percent record television programmes simply so they can fast-forward through the commercials.

In fact, 74 percent of people say they will use their smartphone, tablet or laptop while adverts are playing and 85 percent will leave the room or change channels.

It's nothing new that people are avoiding adverts, but Gred Radford, CEO, Reachmedia, says Kiwis using technology to avoid commercials has become more widespread than expected.

“The Research showed that New Zealand consumers are adopting more sophisticated behaviours when it comes to their consumption of broadcast media. In particular we are seeing a broadcast audience which is able to utilise technology to avoid advertising – either by switching to a portable device or by programming a set top box so advertising can be bypassed,” he says.

Statistics from the Advertising Standards Authority showed television advertising was still where the most money was spent in 2013, growing from $612 million in 2012 to $634 the following year.

The interactive section has had the steepest year-on-year growth when it comes to money spent on advertising, increasing from $366 million in 2012 to $471 million. This indicates marketers are shifting from using traditional channels such as television, newspapers and radio to online channels.

“From an ad perspective, the numbers reflect the exciting developments that have taken place in the digital area. It’s certainly been our experience that as more of us Kiwis are watching online, there’s been a corresponding revenue growth,” says Jeremy O’Brien, TVNZ's head of sales and marketing.

If it continues to grow, it’s estimated interactive will take over newspapers and be the first or second biggest contributor to the advertising industry.

Better data management: Whose job is it?
An Experian executive’s practical advice on how to structure data-management roles within a modern business environment.
Platform9 and Intersect partner to bring unified cloud to A/NZ
“For Intersect, Platform9 represents the single most strategic solution to a set of challenges we see expanding across the board."
Meet the future of women in IT
Emily Sopers has just won Kordia’s first ever Women in Technology Scholarship, which was established to address gender imbalance in the information and communications technology (ICT) sector.
Web design programmers do an about face – again!
Google is aggressively pushing speed in the mobile environment as a critical ranking factor, and many eb design teams struggling to reach 80%+ speed scores on Google speed tests with gorgeous – but heavy - WordPress templates and themes.
Digital spending to hit US$1.2 trillion by 2022
A recent study by Zinnov shows that IoT spend reached US$201 billion in 2018 while outsourcing service providers generated $40 billion in revenue.
'Iwi Algorithm' can grow Aotearoa's mana
Ngāti Whātua Ōrākei innovation officer Te Aroha Grace says AI can help to combine the values from different cultures to help grow Aotearoa’s mana and brand – and AI is not just for commercial gain.
Dropbox brings in-country document hosting to A/NZ & Japan
Dropbox Business users in New Zealand, Australia, and Japan will be able to store their Dropbox files in-country, beginning in the second half of 2019.
Why 'right to repair' legislation could be a new lease on life for broken devices
“These companies are profiting at the expense of our environment and our pocketbooks as we become a throw-away society that discards over 6 million tonnes of electronics every year.”