Research commissioned by Foxtel Media has found that its audiences are more engaged than those watching non-subscription TV.

The study, by consultancy Nature, involved qualitative and quantitative research and implicit behavioural measurement of over 3,000 Australians.

It found that audiences watching Foxtel are 27% more engaged than those watching non-subscription television.

Key findings:

• Through implicit measurement of natural viewing, the peak engagement for Foxtel viewing was 16% higher than non-subscription TV audiences
• More engaging advertising formats drive greater ad recall (up to 11%) for advertising partners
• More engaging advertising formats drive stronger brand uplifts for advertisers

The research also suggests that the lower ad loads on Foxtel linear television translated to more positively engaged audiences. This in turn led to higher levels of advertising recall and better communications of brand messaging.

Brand messaging recall uplift on Foxtel’s ad structure format, which broadcasts 33% fewer minutes of advertising per hour, was double that of non-subscription TV formats, per the study.