选举广告促使 10% 观众寻求无广告选项
Election Advertising Drove 10% of Viewers to Seek Ad-Free Options
研究机构 Savanta 对近 1800 名美国成年人的调查显示，近 10% 的受访者在期中选举期间通过升级至无广告版本、直接退订或弃看网络来避开广告。虽然选举广告为流媒体推广无广告订阅带来契机，但取消订阅与弃看也给平台带来了流失风险。此外，这些新增的无广告订阅用户在选举季结束后能否持续留存仍不确定。
Streaming networks may have found a new way to sell people on ad-free subscriptions: elections.
In a survey of nearly 1,800 U.S. adults by research firm Savanta, nearly 10% chose to avoid ads during the midterm election cycle by upgrading to ad-free options, canceling subscriptions entirely, or tuning out networks.
Of course, the latter two are not favorable for streaming networks. And it’s unclear how many of those new ad-free subscribers will stick around past election season.
“People will always try to find ways to avoid advertising, and I think behaviors will change depending on the environment, how much advertising it is, and whether it’s persistent,” said Shaun Austin, global head of media at Savanta.
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来源：Adweek · adweek.com