Television is the fast growing advertising medium
David Graham is one of the brightest, best and most respected TV analysts. His latest work concludes that TV viewing in the UK, already at a high level, will INCREASE by 5% over the next five years. Furthermore he also concludes that TV viewing by 18-34 year olds will also INCREASE by 5% by 2012.
The key factors that will bring this about are: -
- More older people
- Older people getting more channels
- Watch anytime technology
- Massive growth of in-home PVR's
- iPlayer downloads
And it looks as though this increased viewing leads to an increase in viewing advertisements too
Tess Alps' recent research, covered at last week's ISBA (advertisers) conference, shows that the easy access to PVR's in multi-channel homes allows viewers access to more of the programs they specifically want to watch. Even if you then extract from these recordings those who never get around to viewing what they recorded and then extract also those who do view them, but fast forward through the recorded advertisements, the result is an INCREASE in the viewing of commercials.
Thanks to David and Tess
So the question is no longer what happens to Television. Instead we have to concentrate on making quality programs, creating innovative marketing to ensure viewers know what and where to watch and then optimize better media scheduling by media buyers to deliver the commercial audiences that are out there and the advertisers require.
Now is the time for advertisers to turn on and tune in to TV - today's and tomorrow's fast growing medium
An overall increase in viewing based on the fact that there will be more older people relies on the fact that the 'new' old view at the same levels as did previous generations of old. Is there evidence that this happens?
More channels aimed at older people would rely on the above being the case - but where are the magazines that have copied the success of SAGA? Why should it be different in TV?
A reported increase in the viewing of 18-24s depends on our abilty to measure them doing it. How's that looking?
Better media scheduling by agencies will need greater understanding from the advertiser as to why it's important and an incentive from them to work harder to achieve it. How many advertisers fall into that category of enlightenment?
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I rarely comment on these, and certainly not publicly.
However, I have to tell you that given my 25 year focus on consumers’ new media adoption and TV usage (especially VOD, DVR, Broadband), I concur with you 100%.
Good for you, well done.
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