Read this on The Ad Contrarion and thought I’d share – http://adcontrarian.blogspot.com/2009/03/facts-still-matter-death-and-life-of.html
From the post: In “the largest observational look at media usage ever conducted” researchers at Ball State University’s Center for Media Design, found the following:
- 99% of video viewing was done on a television in the past year.
- Less than 5% of TV viewing was DVR (TiVo) playback.
- YouTube, Hulu, iPhone and all other web and cellphone media combined accounted for less than 1% of video viewing
I love talk that traditional media is dead. I love hearing people go on about it. It’s amusing. It’s even more amusing when traditional media start believing it. I work in a media agency so I hear these sorts of things almost daily.
Generally the story of traditional media being dead is fueled/funded by
– digital publishers
– digital consultants
– digital research companies (see a pattern here)
– ad/media agencies with digital departments (ie a digital P&L)
– ad industry magazines that need to make their readers feel everything is changing so they continue to read them
Look at the data and it’s generally not the case at all. Trouble is – not enough people really look at the data. Another problem – so much of the data used to fuel the us versus them argument is funded by those with a commercial interest in spruiking the data.
If you believed the hype right now you’d probably think that
– people are turning off the TV
– facebook/twitter/myspace are dominanted by people talking about brands and not normal stuff like music, friends, politics, inane in jokes etc
– print media is dead, worthless, useless and if it’s not dead yet it should be
– consumers – especially those under 25 – have changed so much and are so much more sophisticated than those previously that brands are effectively powerless to stop them making/breaking their brand. (the only way they can take back the power is giving money to ad agencies or social media agencies who can navigate them through the bumpy waters that is this new social media world)
This article in the NY Times reports more on the research Ad Contrarion refers to – http://www.nytimes.com/2009/03/27/business/media/27adco.html?_r=2&adxnnl=1&ref=media&adxnnlx=1238187619-NPWZdu0PiKYn9i2rI4SljA
I like this bit.
“Among younger audiences, there are some leading indicators that the Web is affecting media usage. The data shows that 18-to-24-year-olds — generally college students and new entrants into the work force — watch the smallest amount of live TV of any age group (three and a half hours a day), spend the most time text messaging (29 minutes a day) and watch the most online video (5.5 minutes a day).”
Ok. The 18-24’s … you know, the demographic throwing away their TVs and doing things differently to everyone else … are watching a shitload of TV. They are watching over 21o minutes of TV a day and 5.5 mins of online video. TV must be trembling at these stats.
Another excerpt: ” While the study’s findings mostly align with the ratings that Nielsen and other companies report on a daily and monthly basis, the researchers did find that people remembered watching less TV than they actually did. When subjects in the study were asked to recall their behaviors, “people underestimated the amount of time they spent with TV by a substantial amount,” about 25 percent on average, Mr. Wakshlag said. “The same people tended to overestimate their use of other media.”
So anyway, I don’t believe that TV or any other form of media is dead. I think newspapers are in trouble but that is a side effect of a business issue – the issue of classified revenues dwindling.
What is dead – in my opinion – is smart thought around how digital can work alongside other media, in particular TV. There is strong evidence to suggest that TV is still strong in terms of volume but the digital industry continues to want to bang heads with the TV industry when it should be working with it. People are watching more TV in AU now than they were in 2001. If you look at a site like YouTube – users spend on average less than an hour on it per month. Less than an hour!!
How can we use web to make TV campaigns work better and vice versa? How do we use the web to further engage audiences we impact on TV? How do we use time targeting to deliver multiple messages across multiple channels that tap into the strength of each? And how do we measure it all?
And how can we bring digital measurement/analytics/targeting to subscription TV and tools like Foxtel IQ?
Don’t get me wrong … I love digital meda and what it is capable of. It’s just that I feel the most interesting challenge is working with other media to create the best media result for both user and advertiser.
That’s what is interesting. I didn’t get into media to scare clients into using digital channels at the expense of others so I could reach a revenue target.