Unlocking the Secrets of Premium Content: Insights from the Prescribing Premium Report

In a groundbreaking collaboration, FreeWheel, a leading technology platform for the television advertising industry, and NBCUniversal have released the findings of their joint global report, "Prescribing Premium." This comprehensive study delves into the key factors that define a high-quality viewing experience from the audience's perspective, offering invaluable insights for advertisers, marketers, and content creators alike.

Elevating the Viewer Experience: The Prescription for Premium Content

The Winning Combination: Platform, Content, Device, and Ad Load

The study reveals that the perfect blend of platform, content, device, and ad load is the secret to a truly premium viewing experience. Respondents across the globe consistently identified these four elements as the cornerstones of high-quality content. Interestingly, the research found that getting the right mix of these factors could enhance quality metrics by an astounding 3.6 times.The study highlights that content with editorial input, enjoyed on a large screen with minimal interruptions, was perceived as the most premium by viewers. This underscores the importance of curating engaging, high-production-value content and delivering it through an optimal viewing environment.

The Halo Effect: How Premium Content Boosts Brand Credibility

The research also uncovered a direct correlation between the quality of content and the perceived credibility of the brands that appear within it. According to the study, when ads were placed in premium content, 68% of respondents believed the ads were of higher quality, and 66% considered the brands more credible.This "halo effect" highlights the significant benefits that advertisers and marketers can reap by aligning their brands with premium content. By strategically placing their messaging in high-quality environments, they can not only enhance brand perception but also drive more impactful and effective marketing outcomes.

Crafting the Ideal Advertising Experience

The study delved deeper into the role of advertising in shaping the overall viewing experience. The findings revealed that limited ad breaks and shorter ad durations (two minutes or less) contributed to a 2.1 times higher quality index compared to more frequent and longer ad interruptions.Furthermore, 72% of respondents indicated that premium environments offer less intrusive ad experiences than non-premium environments. This underscores the importance of striking the right balance between monetization and viewer satisfaction, as a seamless and unobtrusive ad experience can significantly enhance the overall perception of content quality.

Global Trends and Audience Preferences

The Prescribing Premium study was conducted across eight countries, including the United States, United Kingdom, France, Germany, Italy, Spain, Australia, and Canada. The research found that the perceptions of a high-quality viewing experience were remarkably consistent across age groups and geographic regions.This global consistency highlights the universal appeal of premium content and the shared expectations of audiences worldwide. Advertisers, marketers, and content creators can leverage these insights to develop strategies that resonate with viewers across diverse markets, ensuring a truly premium and engaging experience.

Unlocking the Power of Premium Content

The Prescribing Premium report provides a comprehensive roadmap for unlocking the full potential of premium content. By understanding the key drivers of a high-quality viewing experience, industry stakeholders can make more informed decisions, optimize their content and advertising strategies, and ultimately deliver experiences that captivate and engage audiences.As the television advertising landscape continues to evolve, the insights from this groundbreaking study will empower advertisers, marketers, and content creators to navigate the changing landscape with confidence, ensuring that their brands and content thrive in the premium content ecosystem.