15 February 2009

Television Still Shines

Interesting stats and a news story …

The Stats:

eball In a Nielsen survey … people of all ages said they spent vastly more time watching television than they did using the Internet … In a Multichannel News article, Starz Entertainment executive director of marketing, sales and corporate research Neil Massey said, “There is no evidence that people are abandoning television for other platforms.” He continued to note that “the universe of people who watch no television but watch long-form video online is about 1%.”

The News Story:

nyt Why Television Still Shines in a World of Screens
by Randall Stross
rstross… Television stands out as the one old-media business with surprising resilience. Though we are spending a record amount of time online, including a record amount of time watching video, we are also watching record amounts of very old-fashioned television …

As enamored as advertisers are with the interactive potential of digital advertising, they know that online is a complement to offline, not its replacement … the typical American watched 142 hours of television monthly, up about five hours from the same quarter the previous year. Internet use averaged more than 27 hours monthly, an increase of an hour and a half …

I talk about this in my presentations and consulting. The web is a boon for most traditional media, not competition. With Baby Boomers, advertising should push them to web sites:

research brief 89% typically visit a Web site after seeing a print ad, and 83% visit a site after seeing a television ad.

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