It’s been a key entertainment staple and marketing platform for decades.
…but as TV closes out its golden 50th decade, is the shine off the apple?
I can’t count the number of shows that I’ve not kept up with because I couldn’t keep to ‘schedule’. I mean, I’m a uni student – I’m studying, I’m working, I’ve got assignments, a social life, trying to stay relatively healthy and see my family. Fitting all of that in is quite the juggling act itself.
Then you want to tell me that there’s a non-negotiable time that I have to be free every week if I want to understand what is happening?
Umm, no thank you!
And I’m not the only one. Our viewing habits have changed dramatically. More and more people are recording programs to watch at their convenience, using internet TV to watch shows ‘on demand’, or catching up with what they’ve missed online.
- We’re spending about 5 hours less each month watching live TV than we were 1 year ago
- The amount of recorded TV shows that we’re watching is increasing
- The amount of video that Aussies are watching online has more than doubled in 12 months
Not only that, but we’re more distracted. Sitting down in front of the television to watch a show is not an isolated activity. We’re bringing our other screens with us; laptops, mobile phones, tablets.
It’s a tough gig out there these days to capture an audience’s attention through a television ad: we’re muting the ads, playing with our laptops/tablets/phones, fast-forwarding our pre-recorded programs during the breaks. Basically finding any way that we can to avoid actually paying attention to the ads. It’s an expensive medium to be ignored in.
And brands are starting to catch on to the online trend. Online advertising has become the dominant medium for ad space in Australia. During the first half of the year companies spent $1,882,600 on online advertising, compared with $1,805,400 on free-to-air TV (see B&T).
Mobile has been the main driver of growth, seeing a 190% increase in usage, as advertisers move their budgets to match consumer behaviour. There are 13 million Aussies streaming video content each month.
These days, people are just getting busier. The idea of scheduling our time around TV doesn’t make any sense. TV should be available when we are free. TV on demand, internet catch up TV – these are the things that are growing in popularity. Recording shows for later, waiting for shows to come out on DVD so you can watch the whole thing without having to wait, or when you’re free. Streaming TV and torrents are on the rise.
So what’s the future like for TV? Personally I see it becoming more of a ‘made to order’ program, rather than the ‘set menu’ style of the past.
Let me know in the comments –
- Is there a show you still make time for every week? Or do you prefer to catch up online?
- Do you think that television advertising is worth the money?
- Or, should more companies make the switch to online advertising?
Until next time,