Report: 79% of Viewers Interested in Interactive TV Programming & Advertising

Ensequence, a provider of interactive TV services, announced the results of their March 2010 poll of more than 2,000 U.S. adults.

Their research, conducted by Harris Interactive, found that 45% of TV viewers said they would "likely consider" changing from their cable, satellite or telco service if another provider offered interactive TV with their favorite shows.

Here are some of the key highlights from the report:

Interactive Programming

• 55% of drama viewers want to interact (up 5pp from 2007), and 30% of drama viewers would like to set recordings and reminders for upcoming episodes.

• 74% of reality viewers want to interact and 55% of reality show viewers would vote for contestants.

• 70% of sports viewers would like to interact while watching a sporting event (up 5pp from 2007), and 40% of sports viewers would like to get scores, news and information from other live games and matches.

• 17% of television subscribers would definitely or probably switch service providers to get interactive features.

  Interactive Advertising

• 73% of viewers would like to interact with TV commercials for a product they are interested in using their remote control.

• 58% of viewers would request free samples (up 9pp from 2007).

• 43% of viewers would locate a local retailer who carries the product (up 2pp from 2007).

  T-commerce

• 45% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product from a 30 or 60-second spot.

• 37% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product they are interested in during a show that they are watching.

Related: Gen Y Wants TV to Get More Social