Some Ads Play on Streaming Services Even When the TV Is Off, Study Finds

Many commercials continue to play on ad-supported streaming services after viewers turn off their television, new research shows, a problem that is causing an estimated waste of more than $1 billion a year for brands. From a report: The findings come as an ever-growing share of ad dollars is shifting from traditional TV to streaming platforms, a trend that is likely to accelerate now that industry giants Netflix and Walt Disney's Disney+ have embraced the idea of offering an ad-supported version of their services. Some 17% of ads shown on televisions connected through a streaming device -- including streaming boxes, dongles, sticks and gaming consoles -- are playing while the TV is off, according to a study by WPP's ad-buying giant GroupM and ad-measurement firm iSpot.tv. That is because when a TV set is turned off, it doesn't always send a signal to the streaming device connected to the TV through its HDMI port, GroupM said. As a result, the streaming device will continue playing the show and its ads unless users had exited or paused the streaming app they were watching before turning off their TV. Due to the nature of the problem, using a smart TV -- on which streaming apps are loaded -- makes it far less likely that ads would be shown while the TV is off, since in this instance the television and streaming device are just a single piece of hardware. GroupM said it found "virtually no incidence" of the issue on smart TV apps. The study, which included smart TVs and some hooked up with a streaming device, found that on average, between 8% and 10% of all streaming ads were shown while the TV was off.

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