TV Ads on Demand: 5 Ways Catch-Up TV Is Changing the TV Advertising Game.
Once upon a time, TV advertising was a straightforward affair. Brands would invest big bucks to get their 30-second spots on primetime television, hoping their messages would reach millions of viewers who were tuned in to the same channel at the same time. It was all about crafting the perfect ad, with catchy jingles and star-studded appearances, and praying audiences wouldn’t switch the channel during commercial breaks.
Fast forward to today, and the landscape has changed dramatically. With the rise of Catch-up TV and on-demand services, viewers are now the captains of their own viewing ships—deciding not just what to watch, but when and how to watch it.
For advertisers, this shift from live TV to on-demand content has changed the game. Viewers are no longer locked into traditional TV schedules, and this freedom has thrown a curveball at advertisers. But don’t worry—advertisers are not waving the white flag just yet. In fact, they’re stepping up their game to connect with audiences wherever (and whenever) they are. In this blog, we’ll explore 5 big ways Catch-up TV is shaking things up in the TV advertising landscape. But before we get into the details, let’s quickly recap what Catch-up TV ads are all about.
What Exactly Are Catch-Up TV Ads?
If you’re not too familiar with the world of TV advertising, let’s break it down.
Catch-up TV—also called BVOD (Broadcast Video On Demand)—refers to on-demand services offered by TV networks, where viewers can watch shows they missed during their original broadcast. Instead of tuning in at a fixed time, you can access your favorite programs whenever you want—whether it’s through an app, website, or smart TV.
Now, here’s where the ads come in. Unlike live TV, where ads are scheduled to run during specific time slots, Catch-up TV allows advertisers to serve targeted ads based on the viewer’s preferences. These TV ads often appear before or during the streamed content—just like traditional commercials but with a twist. Instead of generic, one-size-fits-all ads, these are more personalised, using data to match the ad to the viewer. So, while you’re catching up on Married at First Sight, the ads you see might be for products you’ve actually searched for or brands that align with your interests.
For advertisers, this is gold. They’re no longer shooting in the dark, hoping their ad will resonate with a broad audience. With Catch-up TV ads, they can aim directly at their target demographic with much more precision. It’s advertising, evolved.
5 Ways Catch-Up TV Is Changing the TV Advertising Game
With viewers now calling the shots on when and how they watch TV, Catch-up services have become a big part of the picture. In Australia, BVOD is the fastest-growing media channel—recent statistics show that nearly 2.5M Australians choose BVOD over linear TV every week. For brands, this is a fantastic opportunity to connect with audiences in a way that feels less disruptive and more natural. It is also a chance for advertisers to rethink their strategies and deliver messages that truly resonate. Here are five ways they’re making it happen:
- From Prime Time to My Time
Back in the days, prime time was king. Advertisers would scramble to get their TV advertisements in front of viewers between 6 PM and 9 PM, where they had a captive audience glued to the screen. Now, with Catch-up TV, “prime time” is whenever you decide it is—whether it’s over breakfast, during lunch, or at 2 AM in your PJs.
The flexibility of ad timing means that instead of jamming commercials into fixed time slots, brands can now choose to deliver ads before, during, or after the content. This means fewer interruptions during your binge-watching sessions, which can help make TV ads feel less intrusive. Additionally, with the advent of mobile devices, viewers are also watching shows on-the-go, whether they’re commuting, at the gym, or lounging in a café. This adaptability further extends the definition of “prime time,” allowing advertisers to reach their audience in a variety of environments and contexts, increasing the chances of their TV ads being seen and remembered.
- Ads That Are All About You
If you’ve ever felt like an advertisement was speaking directly to you, you’re not imagining it. Catch-up TV allows advertisers to get personal with their audience. Thanks to data analytics, companies can collect a treasure trove of data—what you watch, when you watch it, and even how often you hit that “next episode” button. This allows advertisers to serve up ads that are not just relevant but are often so spot-on that they make you wonder if they’ve been spying on your shopping list.
Gone are the days when advertisers could cast a wide net and hope for the best. Catch-up TV has ushered in an era of hyper-targeted advertising. Now, we’re seeing more personalised ads, tailored to who’s watching based on browsing history, location, or even time of day. If you’ve been Googling new car models, don’t be surprised if you start seeing car ads during your next binge session. It’s no accident—that’s just data doing its magic.
- Shorter, Snappier Ad Formats
If you’ve ever hit “skip ad” within 3 seconds of it popping up, you’re not alone.
Let’s face it—people’s attention spans just aren’t what they used to be. With the rise of short-form content like Instagram Reels, TikTok videos, and YouTube Shorts, viewers have become accustomed to quick, bite-sized entertainment. This shift means that people now expect TV ads to be just as quick and engaging as the content they’re used to consuming.
To keep up, brands are leaning into shorter, punchier ad formats. We’re talking about 10- to 15-second ads that get right to the point. These quick-fire TV ads deliver the message without overstaying their welcome, giving you the info you need before you even think about hitting that “skip ad” button.
- Branded Content That Blends In
Another clever way advertisers are sidestepping the “skip ad” button is through branded content. These are TV ads that don’t feel like ads. Ever noticed that your favorite TV host is suddenly holding a soda can or driving a particular car during the show? Yup, that’s branded content for you. From cheeky in-show product placements to full-blown sponsorships, they’re ensuring their products are seen without hitting the skip button.
Instead of breaking the viewer’s immersion, the product becomes part of the story. And guess what? It works. Research shows that 69% of consumers are more likely to engage with branded content than with traditional ads. When done right, it’s subtle, smart, and can even be entertaining!
- Goodbye Celebrities, Hello Influencers!
If you think back to the golden age of advertising, you might picture celebrities hawking products on-screen. But as Catch-up TV rises, the spotlight has shifted to everyday influencers who connect with audiences on a personal level. These individuals have built loyal followings, and their recommendations often carry more weight than those of traditional celebrities.
Think of it this way: if a popular YouTuber or TikTok star talks about a brand during their favorite TV show, you’re more likely to pay attention. Catch-up TV allows for seamless integration of influencer endorsements into programming, making it feel less like a sales pitch and more like a conversation among friends.
What’s Next for Catch-Up TV Advertising?
As we navigate the ever-changing world of entertainment, the future of Catch-up TV advertising looks exciting—and a little unpredictable. With new technologies like AI and advanced targeting, advertisers can create more tailored experiences, ensuring that their messages resonate deeply with audiences.
We could even see interactive TV ads where viewers can directly influence the content they see, selecting options that interest them—the possibilities are endless. The goal is simple: make TV ads less like an interruption, and more like part of the entertainment. Brands that master this approach will not only capture attention but also foster lasting emotional connections with their audiences.
Final Thoughts
So, what does all this mean for advertisers? In the world of TV advertising, it’s adapt or get skipped. While the rise of on-demand content may seem like a hurdle, it’s truly a new playing field—one where personalisation, relevance, and creativity take the spotlight, transforming how brands connect with their audiences. If you’re ready to explore these exciting opportunities, get in touch with our team to learn more about advertising on Catch-Up TV. We offer a comprehensive, end-to-end service, handling everything from creating your ad to booking it, ensuring your brand shines in this evolving landscape!
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