Survey: Over half of HKers find big screen ads more appealing than mobile ads
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The 2024 Hong Kong video consumption landscape survey
The 2024 Hong Kong Video Consumption Landscape Survey*, conducted by NielsenIQ (NIQ), provides a concise analysis of the viewing habits of Hong Kong residents. The survey included a representative sample of 1,000 individuals aged between 15 and 64 who reported consuming various forms of video—both online and offline—within the past week. A hybrid methodology was employed, integrating online and offline surveys to enhance accuracy and reliability.
TVB in the Hong Kong media landscape
The findings indicate that the TVB continues to play a significant role in the media landscape of Hong Kong. It retains the leading position in terms of weekly reach, frequency, and average viewing time across all video platforms.
In linear television, TVB continues to excel, particularly during prime time hours from 7 pm to 11 pm, when free-to-air television (FTV) is a preferred choice for many Hong Kong viewers. This trend underscores the ongoing relevance of resonant content on traditional television, even as digital alternatives gain popularity.
When examining daily viewing habits across the entire video landscape—including linear television, social media, and streaming services — TVB (which includes both Linear TV and myTV SUPER) leads with an average daily time spent of 171 minutes. This statistic highlights the substantial engagement audiences have with TVB's offerings.
Viewing habits among younger demographics (Ages 15-34)
For the younger demographic aged between 15 and 34, the average number of media platforms accessed per viewer has increased from 13.4 platforms in 2023 to 14.4 platforms in 2024, although usage frequency has slightly declined among the top platforms. Notably, within this segment, TVB (including both linear and myTV SUPER) took the leading position surpassing other video platforms in terms of weekly reach and time spent.
Advertising impact by platforms and formats
The survey also reveals insights into advertising effectiveness across different platforms:
- 51% of respondents find big screen advertisements more appealing than mobile ads.
- 58% believe that television advertisements are influential in shaping brand perception.
- Younger audiences view TV ads as particularly persuasive.
However, viewers exhibit a strong tendency to skip skippable ads on online video platforms, resulting in a low brand recall rate—only 3% of respondents could recall specific brands.
Conclusion
In summary, the 2024 Hong Kong Video Consumption Landscape Survey by NIQ illustrates a dynamic media environment in which traditional television continues to play a crucial role alongside with its digital extension. The sustained strength of TVB amid emerging competitors reflects both challenges and opportunities in today’s media landscape. Marketers must remain attuned to shifts in consumer behaviour and content preferences to effectively engage their audiences.
*About The 2024 Hong Kong Video Consumption Landscape Survey – Source: this article is based on research conducted by NieslenIQ in Jul-Aug 2024, interviewing 1,000 Hong Kong residents aged between 15 and 64, viewers of any online or offline video in past seven days.
This article is sponsored by TVB.
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