Want to know how many people listen to the radio? What about how many listen digitally, and via which device? And how about the reach of each group – who’s standing out right now? We’ve put recent Rajar data into an infographic which demonstrates the figures in a fun yet factual way. If you find it interesting, be sure to share it with your own followers, and tweet us @boutiquemc to let us know!
The growth of internet usage was expected to take away from television viewing, but that hasn’t proven to be the case. In fact, TV as a medium is in rude health. This is a halcyon time as TV invests more in content, works harder commercially and gains greater traction with audience engagement.
Neilsen, a media monitoring organisation, anticipate that TV will take 58% of media spend in 2014, which is a growth of between 4% and 6% depending on the source you read.
2014 is expected to be a year of growth across media, with WARC suggesting an ad spend growth of 5.3%. Granted, the vast majority of this is in digital, and as an agency we are certainly starting to see spend shift from ‘PR’ to content, social and brand engagement, all of which boost those figures. Nonetheless, it is an indication that (hopefully) we’re on an upward curve.
So why has TV blossomed in this digital era? Here are our thoughts…
Social media feeds engagement
TV is the ultimate media engagement platform. Dual screening is now the norm, and social engagement is never higher than when something dramatic is happening on screen. TV has embraced social media and the two are intertwined. Fru Hazlitt (MD of Commercial at ITV) went so far as to say ‘without us, social media would be nothing’. A little tongue in cheek, but certainly TV has fuelled the growth of social platforms.
Programmes now use hashtags, advertisers embed Shazam, and, as an example, we use social media monitoring tools to identify at a granular level the audience a programme engages with, meaning we can identify the best shows for any given audience or advertiser.
Social media takes viewers from passive to ambassadors
TOWIE is the best example of how social media plays a big part in programme performance and social interaction can help drive viewing figures. Without social media, there is no doubt in my mind that TOWIE wouldn’t have reached the fame it has. What social media allows for is constant engagement, whether the programme is on-air or not. It moves viewers from being a passive audience to fans, lovers and ambassadors, engaging frequently, sharing, #mentioning and promoting. The X Factor Facebook page has over 8m likes, and 60,000 talking about it in the last month. On Twitter it has 4.7m followers and constant conversation. No longer do we simply watch shows, we interact when on air and when they would otherwise be idle.
Content is king and video rules
SEO, and in turn the success of your website, is now very largely dependent on the quality of content it holds. Of course usability, speed, look and feel are all absolutely critical, but modern SEO techniques have (thank God) shunned link building, and content is now king. Google’s purchase of YouTube was a sure indicator that video is, in their eyes, a critical part of a brand’s digital presence, and that blends nicely with TV.
Utilising TV advertising and distributing digitally builds cover and frequency, but also allows for viral (and effectively free) growth and exposure. Creativity means a 30 second commercial can become a 2 minute viral video. For advertisers this is, of course, good news and means the cost of production is extrapolated not just across a TV campaign.
People never have to miss a show
Missing your favourite show is no longer a problem as YouTube, on demand and recording technology ensure we can ‘catch up’ at our convenience.
YouTube want us to believe TV, and in particular live viewing, is dying and will be defunct within a short space of time. However, live viewing still makes up 90% of all content viewed… So nothing to panic about just yet!
Advertisers are concerned about the use of red button technology and specifically the use of recording technology, but this needn’t be a problem, it just needs managing within campaign planning. Ensuring first and last ad placements minimises the impact of recording technology (we have a paper on this subject alone!) and we always ensure a percentage of our broadcast budget is allocated to on demand.
The summary of all this: people watch more TV content than ever. Great news for TV, and great news for brands.