2013 has seen a change in the way marketers advertise, many choosing to spend more of their budget on online than ever before. While online has definitely proved itself as a new must in your media mix that cannot be left out, it isn’t time to stop advertising on TV and most likely never will be… here’s why.
TV is still the primary media for watching video content. The average time spent watching TV a month per person is over 90 hours, compared to only 9 hours online. During prime time viewing an average person consumes 38 minutes of TV commercials, that’s approximately 114 commercials each night.
TV is massive for the next generation, in 2013 40% of all tweets were in relation to prime time TV shows, and research shows that watching TV while performing other online tasks such as reading emails, using social media, browsing the net or even watching another show or video at the same time are increasingly popular activities.
If we look at some of the top rating shows of this year you can’t deny that TV has a massive audience reach that no other platform can compare to. An episode of The Voice on Channel 9 attracted a massive 3.3 million viewers Australia wide and the AFL grand final on Seven attracted 3.2 million viewers, that is impressive!
So, we know TV viewing remains consistent but there are big changes to the way we are consuming TV. Some of the key influencers are:
- More time spend watching time shifted viewing and play back services
- TV shows or snippets being watched on YouTube
- Unofficial downloads of TV shows & movies
- More free to air channels available
- Combined TV and internet viewing activities
This means you need to work a lot harder to confidently plan a TV campaign, and marketers often need to spend more to maintain reach levels, making it even more important than ever before to employ an agency to strategically plan your advertising buy.
At QA we constantly monitor consumer trends and keep on top of what is happening in the Australian market. We work hard to ensure your advertising will break through to your audience by ensuring all of your advertising whether it be TV, Online, Radio, Outdoor or Press work together to get you the results you want.
We hope you enjoy reading the Sunny Media blog. For more information please visit our full website www.sunnymedia.com.au