“TELEVISION” VIEWERSHIP TODAY
I have “television” in quotes because it’s bifurcated into several mediums of distribution, and it continues to change. Here’s what you should know:
- BROADCAST DOWN TO 20%: That’s right, your almighty over-the-air stations are now only accounting for 20% of the daily video views. That’s why you’re seeing your grocery stores advertising on the billboards along the freeways. They are not hitting 80% of the population on TV anymore.
- CABLE IS DOWN TO 29.6%: The cable cutting continues coast to coast as more and more people are relying on streaming services.
- “CONNECTED TV” NOW ACCOUNTS FOR OVER 50% OF VIEWING: This includes the top streaming services: YouTube, Netflix and Hulu.
- HOW TO ADVERTISE ON “CONNECTED TV”: We reach these people via O-T-T (Over the Top), which is content that can be streamed over the internet instead of cable or broadcast. This allows us to geo-target as well as tightly demo target. Very efficient.
All of these platforms work well as long as you are paying a fair price for them. Negotiation is the key today. There’s too much data to crunch to buy blindly.
Onward and upward!
MORE INFO: https://ottaway.net/blog/8-benefits-of-partnering-with-a-media-buying-agency/
