NEW YORK—Although the rollout of ATSC 3.0 (aka “NextGen TV”) continues to be in its infancy, with station rollouts progressing and a number of other dozen fashions of TV units now available on the market, advocates for the brand new broadcast customary say NextGen TV “is resonating strongly with shoppers.”That’s the conclusion of Pearl TV, which tapped Magid Research to survey 1,600 adults in February about NextGen TV. The survey passed off after a vacation advertising and marketing marketing campaign from native TV stations aired declaring that “the way forward for tv has arrived.” The marketing campaign used excessive tech adverts created by Hothouse in Atlanta, which directed shoppers excited by extra data to WatchNextGenTV.com.The analysis discovered that 25% of respondents have been conscious of NextGen TV; 73% of respondents reacted positively to the TV spots with just about no damaging response; and 60% of the shoppers who seen the adverts responded that they’re more likely to buy a TV that has NextGen TV expertise inside the subsequent 12 months.The TV adverts have been run in DMAs the place NextGen TV is presently on the air: Tampa, Las Vegas, Portland and Detroit, whereas Spanish-language adverts ran in Phoenix. Stations contributed greater than 8,000 commercials value of air time, in response to Anne Schelle, managing director of Pearl TV, a consortium of broadcasters, producers and media firms selling NextGen TV. “This effort reveals not solely the worth of NextGen TV, however the differentiation that customers understand,” Schelle mentioned, including that the convenience of tech upgrades and audio options have been among the many hottest NextGen TV options with survey respondents. “In explicit, shoppers discover the upgradability of the expertise and new audio performance to be very enticing. The Dolby Audio System with immersive movie show high quality sound and Voice + dialogue enhancement for constant quantity from channel to channel together with the interactive potentialities of NextGen TV have been key drivers for these shoppers.” COVID-19 additionally impacted the rise of internet-connected TV up to now 12 months, broadening its attraction to viewers, in response to Katie Larson, vp of Brand Strategy & Innovation, Magid. “As shoppers are spending extra time than ever on their linked TV, their want for extra choices and interactive content material has grown. NextGen TV’s key options align effectively with this shift in shopper viewing habits.”The analysis confirmed these parts stand out as robust differentiators for NextGen TV:Voice + dialogue enhancement for intelligibility and readability that permits you to hear each voice clearly;Consistent quantity from channel to channel; Upgradable as new providers are rolled out over time; Interactive content material that lets viewers get probably the most out of stories, sports activities and occasions. This is the newest such survey on NextGen TV Pearl TV has carried out with Magid Research and the primary one because the new superior broadcast customary began rolling out final 12 months. The first one, in 2016, was sponsored by Pearl TV and Sinclair and targeted on what options shoppers want to see in a complicated broadcast TV format, with “68% ranking the brand new capabilities of the ATSC 3.0 customary as very interesting.” The same survey, carried out in 2019, discovered that 42% of respondents mentioned they might doubtless buy a brand new TV if it was wanted to raised benefit from the NextGen TV options. As of April 6, 25 U.S. markets are on the air with NextGen TV, with the objective of reaching 75% of U.S. TV households by the tip of 2021, per ATSC. According to Schelle, by the vacation procuring season, a complete of 55 TV units that help NextGen TV can be accessible at retailers.
