FAST Channels Rising: Still Worried About Ad Frequency And Fatigue?

• by Wayne Friedman , Staff Writer, 8 hours ago

If TV consumers are flocking to FAST channels -- which continue to have a lot of advertising -- should we still worry about advertising glut and fatigue?

The connected TV (CTV) world -- which does include FAST (Free Advertising Supported Television) channels -- still has the issue of “frequency” to address, where too much of the same advertising messages can dull our viewer experience. 

This can make us yawn a lot, use more of the mute button on our remotes, and gaze into our mobile phones and/or into empty space.

No matter. Brands are not getting their desired “engagement”.

If too much “frequency” of ad messaging remains a major concern from brands -- on linear TV and now on streaming -- how do we account for the ad-supported growth?

And we are not just thinking of those free FAST networks, but low-cost, ad-supported premium streaming options coming from the major TV-network based media companies. 

Consumer behaviors seem ingrained in the past -- that of broadcast/cable network advertising-supported TV. They are okay with it. 

But this new turn comes amid a lot of heat for those budget-conscious consumers who sweat over their new collective monthly entertainment costs -- pay TV, streaming, broadband, etc. -- and other bills.

It wasn't that long ago that the media business press -- including yours truly --- would mull and analyze the data around the glut of “non-program content” -- national/local TV advertising, on-air promo messages -- when it comes to linear TV, especially cable TV networks.

Now? Not many of those stories. Advertisers and brands have much bigger issues -- desperate in the pursuit of alternatives to declining TV reach, as well as dealing with measurement and currency issues as a number of alternative platforms such as streaming continue to rise.

Quick moves to FAST and other ad-supported platforms -- by viewers and advertisers -- seem like a knee-jerk reaction to a streaming industry that initially started up with an intended focus on premium content and a premium viewing experience.

With all of this, should brands still be worried about frequency and fatigue? If so, maybe this concern extends beyond just linear TV and streaming to other media channels.

In the short term you may get a “yes and no” answer. Maybe down the road those advertisers and brands will offer up a ‘no” and a knowing answer.