These days, there’s an abundance of information about consumer’s continued migration to the online and mobile world. But what does that mean for the more traditional world of Television? As a Denver ad agency that specializes in leisure marketing, we know that the TV world has changed. Instead of a limited choice of programming we now have an abundance of cable options, video-on-demand, DVR’s, online video content, and instantly available movies streamed directly to your set. We can now watch pretty much whatever we want, whenever we want.
And we also know that change has translated to an increased use of the medium. In fact, according to the TVB, the time Americans spend viewing television has been growing steadily since the medium first emerged nearly 60 years ago. This growth has been fueled by a variety of factors over the decades, but by 2008 time spent viewing TV was at an all-time high – and continues to stay stable at over 8 hours per day. That’s right – over 8 hours per day. Television also reaches almost 90% of adults in the average day. In fact, according to the TVB, adults 18+ spend more time with television in an average day than with newspapers, radio, magazines, the Internet, and mobile combined, with similar dominance seen across all demographic groups.
So consumers still have their TV turned on. But what does that mean for advertisers?
Current estimates show around 37% of households now have a DVR. While that number may seem a bit low, data from Nielsen reports that DVR usage has increased 90% from 2007-2009. But, according to a recent article in Media Sales Today, http://bit.ly/97ikKQ, the great news for advertisers is that commercials watched on a DVR are also up. And, the article goes on to say that 42% of DVR playback happens within the first hour after the initial airing, 61 percent occurs in the same day, and 90 percent happens within three days. At the same time, Nielsen data shows viewers watch between 40 and 50 percent of commercials while they’re watching programming via playback. This is an increase of previous estimates of 30% to 40%.
With this in mind, we at CCT Advertising believe the changing media landscape will continue as an evolution rather than an extinction, and that TV will continue to remain a strong, viable advertising option. Online numbers will continue to increase, but that doesn’t mean TV viewership is dead. In fact, in a report released by Nielsen in March, numbers show that nearly 60% of TV viewers also simultaneously use the internet at least one a month. This rise in simultaneous use of web and other media gives the user a unique on-screen and off-screen relationship and increased opportunities for advertisers to impact those audiences in a meaningful way. Television is here to stay. It’s how we use it that will continue to evolve.