|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: August 19, 2013 at 09:25 AM GMT
Last Updated: August 16, 2013 at 09:25 AM GMT
From time to time, media reports on the latest tectonic shift in digital devices and the associated increase in time we spend online are a prophesy - the death of all TV viewing is imminent. Statements like this one recently, "the steady increase in online traffic is cannibalizing TV viewing and effectiveness," have been uttered by pundits periodically over the past decade or more, driving hysteria throughout the industry with marketers left to wonder if it is truly and finally the end of TV advertising as we know it. Isn't it inevitable?
Turns out the answer is 'yes' and 'no'. TV viewing behavior has been permanently altered, and the change (while glacial vs. 'shock and awe') has been sweeping. That said, the net real effect on TV's pivotal role as THE video medium has been minimal – indeed, online viewing has been growing in tandem with not at the expense of overall TV viewing. BOTH online and TV platforms are witnessing record engagement numbers, with television still very much at the helm. Indeed, traditional, living room, TV consumption has grown year-over-year in the U.S., and continues to dominate as consumers seek out appealing entertainment and information. With growing consumer appetite for content and increasing dexterity with mobile devices, adoption of smartphones and tablets will continue to rise, but ALL indications are that television will remain the glowing centerpiece in the living room for the foreseeable future.
To this point, Nielsen, recently published its Q1 2013 Cross Platform Report with findings that not only support this view, but prove it 10-times over. The report found that even for infrequent TV watchers, total traditional TV viewing was nearly 6x the volume of online video consumed. In other words, conventional TV video viewing dwarfs video watched online.
Most of us don't want to admit it but our tablets get the most use, as a video-companion, when we are in front of the television. Alongside Nielsen's findings, Accenture's Video-Over-Internet Consumer Survey released in April found that regular use of tablets while watching a television set has increased from 11% to 44% year over year. The interesting data point is the fact that tablets are being used at a higher rate for searching broadcast television specific content while watching. Turns out tablets like TV just as much as you do
Industry experts like Jack Myers reported on the Nielsen findings, and are calling attention to the gaining strength of TV vs. newer screens, citing that tablets appear to be cannibalizing desktop viewing! Not television viewing. Another interesting takeaway is DVR usage, which has gained a 79% increase over the last four years, but even DVR usage ads up to only 8% of total time we spend watching television.
The evolution in TV consumption behavior thus seems only to reinforce the screen's pole position in "the race for the living room", indeed, actually lending itself to heightened TV engagement. The expanding impact of connected and Smart TVs allow us to keep what we love about TV –premium quality video content on a big screen – now enhanced by the Internet. Fusing what's best about each, we've been able to create an optimal viewer experience, giving consumers the video they want with the navigational ease of the Internet. The ability for real engagement with your TV looks fated to continue, with penetration of Smart TVs reaching 40.2 million homes by 2016.
Alas, for as far as the eye can see, the first screen is in first place.
 The Cross-Screen Platform Report, Nielsen, June 2013.
 Connected TVs Reach One in Four Homes, eMarketer, January 2013
Jacqueline Corbelli is the co-Founder, Chairman and CEO of BrightLine, an advertising and marketing firm, which creates and implements interactive TV (iTV) advertising strategies that engage target consumers in a two-way dialogue with brands, such as Unilever, GlaxoSmithKline, L'Oreal, American Express and Kellogg's. Accounting for 95 percent of all iTV activity, BrightLine is recognized as the market leader in exploiting the latest digital technologies to create interactive brand experiences for television viewers. Jacquie can be reached at email@example.com
Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger
The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.
Emmy Awards 2015: And the Nominees Should Be … (Part 1)
The process of determining this year’s Emmy nominees has begun, and we won’t know the results until the official announcement on July 16 from the Academy of Television Arts & Sciences.
The New Normal for Online Shopping
What would you do to get a great deal online? Turns out that it's quite a lot, especially if you're a Millennial.
Dear Media: We Hoaxed You! Love, Taylor Swift and Apple Music
Was the Taylor Swift / Apple Music dust up nothing more than a premeditated hoax?
OTT w/ TiVo! Can Wi-Fi Trump Cellular?
Oh, Roamio, wherefore art thou? That’s something more cable operators (MSOs) as well as other internet service providers (ISPs) might be asking TiVo CEO Tom Rogers about. TiVo’s Roamio OTA is a set-top-box that acts as a digital video recorder for off-the-air broadcast stations. Rogers goes a lot further than just telling MSOs they can dodge retransmission fees: He suggests cable just get out of the video business and cede “TV” to over-the-top players. (Or, just go national OTT with current and/or altered bundles; can’t tell me the major MSOs haven’t run business scenarios to do just that.)
TED Women 2015: A Man's Eye-View
This year's TED Women Conference was my 20th TED and my first TED Women, where I was one of a handful of male attendees.
Stuart Elliott: When the News Makes News
The Brian Williams story continues, and with it, ever more to ponder.
"TREotM": The Seventies (with Coax)
Chapter 10, Part 5
Who Controls the Digital Eco-System?
Ever since the first man clicked on the first ever online ad, and the first blogger penned the first essay on all that’s wrong with everything digital, one question has under-pinned much of the discussion and debate. Who’s in charge?
The "Polbuzz" is Building: PBS’ "Poldark" is a Summer Sensation
A best in show has emerged from television’s busiest summer ever. The distinction may strike some as improbable during the season in which popcorn entertainment generally rules. This fine program has nothing to do with aliens, zombies, cops or killers. It is a first-class remake of a historical drama from the Seventies that probably sounds like a snooze. And while such declarations are generally a matter of individual taste, from where I sit it’s more entertaining than anything else on broadcast, cable or stream right now.
ARF Rocks Research World with Measurement Mandate
This year’s ARF Audience Measurement Conference, a top research-oriented conference, focused two of its 2 ½ days on the challenges in cross platform measurement. Cross platform continues to be a major initiative of an industry that has historically focused predominantly on television. But the days of linear TV dominating the discussion and the historical buying and selling of spots and dots is just about over.
Sold-Out ARF Conference Incites Industry Action
“Who sells out a research conference?” asked Advertising Research Foundation (ARF) CEO and President Gayle Fuguitt to the, yes, sold-out audience at the Foundation’s recent Audience Measurement Conference held at the sleek Conrad Hotel in Manhattan’s Battery Park City.
Data, Data Everywhere in the Upfront: An Overview -- Part 5
This is the fifth and final part of a series examining the new data initiatives of major data companies. Parts 1 through 4 outlined the many data initiatives, their scalability, whether their services were gaining traction in the industry and the issue of a standard metric to link systems and platforms. Here, I ask about the role of research in the Era of Data. Is its role changing? Is there a future for research as we know it?
CARPE DIEM: Advertising and the Media
Published on Apr 13, 2015
Broadcast Milestone: A Summer Stunner
It’s the first week of summer, and didja notice? Something rather remarkable happened last night. CBS, NBC and ABC offered three hours of original series programming. Further, Fox’s two hours were filled with original shows and one-half of The CW’s two-hour primetime block was occupied by a brand new episode of a long-running series.
Hard Truths from Universal McCann’s David Cohen
When a senior advertising executive who handles money matters appears at an industry event and speaks his mind in a public forum, as Universal McCann Chief Investment Officer David Cohen did at last week's Online Video Advertising Summit here in New York, everyone should pay attention.