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As direct response television experts we are constantly challenged with “why television”, “why not put it all in digital”. We also hear a lot about how no one is watching television anymore. Well, if that was true Facebook would not have just launched a TV PR ad campaign to try to fix their privacy/consumer trust problem. Television continues to have the highest reach of any other media. Period. Are the patterns of how people consume video changing, absolutely! That is why the way we purchase television aka video has changed and must continue to change. We buy more VOD than ever before. We take advantage of DSPs more than ever before. We buy more Hulu and Roku than ever before.
Despite all of that, this article is to provide some up to date trends from IAB, VAB and other sources on how TV and digital media work together to make a positive impact on an advertiser’s business. We also provide some stats on media usage/time spent. And last, we provide some debunking of cord cutting.
1. TV and Digital Executed Simultaneously Drove the Most Impact for Awareness, Familiarity, Opinion and Intent
2. Television continues to have the highest daily media consumption.
3. What are Adults doing any given minute?
4. Cord Cutting – Don’t believe the hype.
Pay TV subscribers will drop cable services for more affordable Over-the Top (OTT) options like Netflix, Hulu and YouTube.
83% of TV households watch cable – steady over the past 15 years
71% of US TV Viewers are “cord stackers” – subscribing to Pay TV and streaming services. Streaming-only customers account for only 11% of viewers. One of the reasons cord-cutters were liberating themselves from the shackles of cable was the cost of cable. In order to fulfill the viewing needs many are now having to subscribe to multiple paid streaming services – inching closer to the cost of cable.