Watching TV: Dead or Alive?

Consumers see approximately 3,000 advertising messages a day. They receive these advertising messages through an array of media vehicles such as television, radio, print, outdoor, internet (banner ad and search), mobile, e-mail and social media outlets. As new media vehicles or platforms are created, the delivery of advertising messages is also evolving. In addition, while traditional television advertising has been around for a while, it also needs to progress to stay in the race.  

Television Consumption

Although it has been around for a while, television is still ranked high on the list for the top three favorite media activities by U.S. consumers. Today, consumers can view television programming through their TV sets, delayed viewing with their DVRs or view programs online or through their mobile hand held devices. Still, approximately 70 percent of consumers watch their television shows live on their home television sets. 

DVRs

Consumers are convenience driven and look for ways to watch their programs when they want to see them.  DVRs are on the rise and their usage is continuing to increase, but the majority of primetime viewing is still live. In addition, almost half of the consumers who use DVR’s watch primetime commercials in programs that are played back after three days. In fact, DVR users shift approximately two hours per week of their television programs.

Online/Mobile

Other platforms to view television programs include online and mobile vehicles. Approximately 18 percent of consumers watch their preferred TV programs on a show’s internet site. Consumers also watch TV shows online to get caught up on their favorite programs. In addition, mobile devices are increasing in popularity with two percent of U.S. consumers now viewing their favorite shows on their smart phones. 

Interactive

One way to further leverage a traditional TV commercial spot is with an interactive overlay. It is a great way to get consumers participating and engaging with the brand, not just watching and forgetting about it moments later.  In fact, Off Madison Ave has seen great results with a transportation client using television interactive overlays. This strategy provides more insights into results than just the physical answer of a question being asked on the interactive overlay. Results can show which networks are stronger and which dayparts provide the most interaction with the most viewers, valuable information for ongoing advertising spends and future demographic targeting.

Despite new media vehicles and evolving viewing habits, television is still alive and is not going away any time soon!  It remains a great reach vehicle to target consumers. Being unafraid and embracing new platforms for viewing favorite television programs allows both consumers and marketers even more flexibility in getting exactly what they want. After all, the average American watches approximately 34 hours of TV per week.

About the Author: Pammy Greene

Senior Media Planner and Buyer Pam Greene has been involved with media for more than 15 years both on the agency and client side. Pam is responsible for media research, planning, buying, execution, audits and negotiations for traditional and non-traditional media. Pam enjoys looking out for our clients with media driven results. Formerly with PETsMART as a Senior Media Manager, she was directly managing multiple media agencies, forecasting multi-million dollar media budgets and negotiating contracts in the U.S. and Canada.

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