Telephone survey response rates have plummeted over the past 20-odd years, but may have reached their floor, according to a Gallup study whose results are supported by other research.
Cellphone response rates had also dropped during the same period, from 11.7% to 7%. Meanwhile, a study released last year by the Pew Research Center found that response rates for landline telephone polls had dropped dramatically from 36% in 1997 to 9% in 2012.
Recently, separate Gallup research found that a large US university’s alumni survey – a web survey – achieved a response rate of 14%, aided by above-average response rates among those provided with a $5 incentive.
In Q3 2017, VOD on OTT devices and set-tops accounted for half of dynamically delivered premium video ad views, FreeWheel found in the study.
On a broader basis, FreeWheel found that ad views grew 24% in Q3 2017 year-over-year, while video starts jumped 30%. Together, full episodes and live TV combined for 80% of premium video ad views, with the balance coming from clips.
The study indicated that programmatic ad views in Q3 grew 19% year-over-year, the strongest growth rate of any quarter so far from 2017 data.