Kiwis better at dodging ads - research

More than half of New Zealanders pre record TV shows so they can fast forward through the advertisements. Photo / Thinkstock

Television watchers and radio listeners are becoming more skilled at dodging adverts, a survey has found.

The survey by independent marketing company Reachmedia found that 57 per cent of its 1000 New Zealand respondents would deliberately record television programmes so they could fast-forward through the commercials.

There was also a growing use of other devices to pass the time while TV commercials were playing, with three quarters saying they used their smartphone, tablet, or laptop to keep them entertained while ads were on air.

Flicking to other channels was another way of avoiding advertising, with 85 per cent of respondents channel surfing during the commercial breaks, the survey said.

Twenty-four per cent of those surveyed said they used an internet radio service to avoid hearing radio commercials and more than half (55 per cent) would switch to another station when hearing radio advertisements, the survey said.

The research also showed that a significant number of respondents (85 per cent) skipped the advertisements that were sometimes shown before online videos.

Reachmedia chief executive Greg Radford said that while advertising avoidance was nothing new, the implementation of technology in New Zealand consumer viewing strategies had become more widespread than expected.

"The research showed that New Zealand consumers are adopting more sophisticated behaviours when it comes to their consumption of broadcast media.

"In particular we are seeing a broadcast audience which is able to utilise technology to avoid advertising - either by switching to a portable device or by programming a set top box so advertising can be bypassed," he said.

The research was conducted through a online survey, which took place between June 24 and July 1.

The margin of error was plus or minus 2.53 per cent.