If you’ve been keeping track, you know by now that millennials, as a whole, are watching less traditional TV. But it’s important to go deeper to understand how audience viewing is changing and that there are still many advantages of television advertising.
We caution our clients not to make marketing decisions solely on patterns of “traditional TV” viewing, which leaves out other video channels like connected TV devices. While some advertisers in recent years have shifted their marketing dollars from TV to online, they’ve since begun to reevaluate this decision in favor of TV. Here are some reasons why.
1. People Spend More Time With TV
Viewers still use the TV screen for the bulk of their viewing and spend more time doing so than all the other platforms combined. Insights gleaned from Nielsen’s fourth-quarter 2016 Comparable Metrics Report found that over 92% of all viewing among U.S. adults happens via the TV screen.
2. People Can Watch TV Anywhere
Access helps. So does the fact that video is the most preferred content format, especially with millennials. The increasing popularity of tablets and smart phones, access to WiFi and better data plans will continue to facilitate a rise in VOD audiences. Out of Home viewing also occurs via TV monitors in airports, fitness clubs, bars and even at some gas pumps.
A brand’s presence on TV can lend credibility to that business and expose that brand to a much larger audience initially than online advertising.
3. TV Attracts Loyal Viewers
Live entertainment, sports and popular serial television shows attract a loyal, attentive audience. Enough to say that appointment viewing is still alive and well. While it remains to be seen how NFL viewership will be affected in the long-term, the sports genre is still a strong bet. Even the news genre has enjoyed an increase in viewership.
4. TV and Online Work Together
Television is vital for online businesses. A brand’s presence on TV can lend credibility to that business and expose that brand to a much larger audience initially than online advertising. TV advertising drives all other forms of promotion.
Viewers may be using multiple devices while they watch TV but they are far from being disengaged with the content. Social media networks allow viewers to share the viewing experience simultaneously with friends.
Both advertisers and TV programmers will continue to use TV to push viewers to engage with more in-depth content online, nurturing the relationship with the consumer and creating brand loyalty. Online is helping to make TV a more efficient medium and this synergy will continue to increase with time.
5. Ad Formats Adapt to Improve Viewing Experience
Fox Network Group recently began strategically using shorter six-second ads. The move comes as viewers have become more accustomed to the shorter format in the digital ad space and the network seeks to reduce ad clutter in an effort to retain viewers. We’ll continue to monitor how and if other media companies adopt this strategy.
6. Fishing Where the Fish Are Got Better
Targeting audiences on television used to be relegated to selecting the right programming or niche cable network. But targeting specific audiences on television is getting even better with the use of addressable advertising, programmatically buying audiences vs. specific programming and also behavioral targeting.
7. TV Advertising Can Be Surprisingly Affordable
It’s all relative, but TV can be affordable if you know where to look and how to buy it. Our media planners and buyers are constantly seeking out efficient opportunities that offer value to our clients. In addition, our buyers communicate last-minute opportunities to our clients as soon as they’re available via our Hot Buys eblasts. But as the old saying goes, you’ve gotta be in it to win it.
As the media landscape changes, we are constantly looking for media opportunities that accomplish our client’s goals of getting in front of the right consumers and moving them to purchase or engage with the brand.