As a result, the streaming device will continue playing the show and its ads unless users had exited or paused the streaming app they were watching before turning off their TV. GroupM said it found “virtually no incidence” of the issue on smart TV apps. The study, which included smart TVs and some hooked up with a streaming device, found that on average, between 8% and 10% of all streaming ads were shown while the TV was off. Many Americans rely on TVs connected to streaming players—the vast majority of which are made byRoku Inc.,ROKU -10.46%Amazon.com Inc.AMZN -5.60%andApple Inc.AAPL -3.86%—for their streaming entertainment. As part of the research, GroupM purchased streaming ads via automated ad-buying systems to figure out how many of the ads were being served when the TV set had been turned off.

Source: Wall Street Journal June 12, 2022 16:12 UTC