Less ads means better advertising, says Foxtel and Nature study

November 23, 2020 9:57

Foxtel has released new research in conjunction with strategic insights consultancy Nature, that shows subscription watching delivers a more engaged audience than non-subscription.

The study involved qualitative and quantitative research and implicit behavioural measurement of over 3,000 Australians.

According to Foxtel, the research establishes a comprehensive definition of viewing engagement: “It was critical to us to start that journey to add weight to metrics like engagement and attention, which are commonly discussed but not commonly used,” said Foxtel Media CEO Mark Frain.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.