I have noticed something about broadcast television—it is more real. With all the talk of broadcast going away, primetime is relatively strong with more than 200 million viewers. But according to Nielsen Co., broadcast is changing.
Of the top 10 broadcast TV shows, 56% are reality TV; 20% are sports, another form of reality TV show; and 24% are dramas. No sitcoms cracked the top 10 shows.
One of the reasons for this switch from sitcoms and drama to live programming and reality shows is DVR technology. Nielsen says that, “news and sports genres received relatively little lift from playback…since viewers generally prefer to watch these types of shows live.”
DVRs were feared to destroy broadcast television, but in fact, the recording units are increasing overall ratings from prime programming and the ads that are contained in the shows.
According to the Nielsen Co., here are some facts about DVR usage that may surprise you:
- Viewers do watch commercials on their DVRs. Playback lifted commercial ratings by 44% for 18-49 year olds.
- 50% of time-shifted programming is played back the same day.
- DVR households watch more primetime programming than non-DVR households.
- 38% of U.S. households have DVRs.
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Some things just go together. Glazed donuts and a cup of coffee. A glass of Cabernet Sauvignon and a New York strip steak. Television and surfing the Internet.
Nielsen estimates that 60% of TV viewers watch television and surf the Internet during a month. Sitting on the couch, watching TV with a laptop open and running (in fact I’m writing this blog watching “Criminal Minds”) just seems so natural.
What also seems natural is that with the computer open, you are open to messages with drive-to-web strategies. You can track traffic on your website by tracking your traffic by time and comparing it to when you aired ads in particular programs. Sure, you test if TV works for your messaging, but also which particular programs draw the most interest.
You can also test different messages in the same programming to see which draws the most eyeballs.
TV and the Internet: Now add a glass of red wine and a donut and you’ve really got something.
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Posted in Uncategorized, tagged Mark Mathis, mark on marketing, Mark on Marketing blog, Marketing, ME&V, technology, timeshifting TV, TV, watching TV on July 22, 2010 |
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Have you ever heard someone say they don’t have time to watch TV and then tell you all about the show,movie or game they just watched? Having worked in TV for nearly 15 years, it was a common occurrence. People have lots of ideas about technology and TV, but here are some facts from Nielsen to dispel a few myths floating around:
- 63.5% of US households enjoy high-speed broadband service
- 25% of households use ‘smartphones’
- People watch TV and use the Internet at the same time an average of 3 hours and 41 minutues per month
- Adults 18-24 watch 26 hours and 45 minutes of traditional TV per week; adults 50-64 watch 44 hours and 20 minutes per week ; teens 12-17 watch 24 hours and 28 minutes of traditional TV per week.
- Adults 18-24 use the Internet nearly 3 hours per week; adults 50-64 use it 5 hours per week; and teens use it 1 hour per week.
- Half of US households have high-definition television.
- Digital video recorders have a penetration of 36%
- Time-shifted TV accounts for 1 hour and 20 minutes per week for teens 12-17; 1 hour and 31 minutes for adults 18-24; and 2 hours and 30 minutes for adults 50-64.
Watching video on the Internet was relatively low compared with watching traditional TV, however it is rapidly growing. Watching TV while using the Internet (a little multitasking) was up nearly 10% from last year.
It is obvious the convergence is coming, but put the technology aside. Content is the key. If there is nothing of value to watch, it doesn’t matter the medium. The medium is not the message, the content is.
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Posted in Uncategorized, tagged advertising, Branding, differentiation, Mark Mathis, mark on marketing, Mark on Marketing blog, Marketing, ME&V, promotion, trend, TV on June 17, 2010 |
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I was reading a series of articles in Media (yes, a real, paper magazine) titled, “Screens Are Flat. The Content Is Not.” The coming visual age is here to stay. Screens of all sizes, shapes, abilities (from HD to 3-D) and locations are now possible. I was even riding in a cab in Vegas that had a video screen in it.
The announcement of Google TV will allow video to become much more interactive. Every television ad can become an interactive event. It will also blur the lines between online and watching TV.
So how do you jump in? Start by placing more video on your website. Keep it YouTube short (2 minutes max). Instead of putting another copy block on your site, add a video viewer and tell and show people what you want them to know.
The danger with video is that you can look amateurish—fast eroding your valuable credibility. Be sure to practice your talking points until you are very relaxed and use a teleprompter (so you can read the copy while looking into the camera), and ensure the lighting makes you pop.
According to e-Marketer report, “[Retailers] find that videos boost sales-conversion rates and reduce abandoned shopping cart and product return rates.” The report found that consumers rank other purchase decision-making tools ahead of video in importance. One of those was customer reviews. So imagine the double-shock power of a video customer review will have on your website.
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Posted in Uncategorized, tagged benefits, Branding, branding lines, business, differentiation, Focus on the family, mark, Mark Mathis, Mark on Marketing blog, Marketing, ME&V, personality, positioning, strategic communications, super bowl ads, tim tebow, TV, video on February 15, 2010 |
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My first job was delivering newspapers. Today, I’m delivering a much different story. The Internet isn’t killing newspapers. News is killing newspapers. The medium is not the message. I believe our news appetite has changed and newspapers have not realized the shift in tastes.
A Pew Research Center study shows that newspaper readership has fallen from 34% in 2006 to 27% today. But even more profound is that 34% (up from 25% in 1998) of people are ”newsless” (people who get no news on a typical day). And 51% of Americans say they are now “news grazers.”
The problem is that we are now information-rich and time-poor. So our sorting skills and news-relevancy sensors are much more sharpened. We want to ”search” the information that is relevant to us and discard the rest.
So think about the last time you searched for car accidents? Did you search for bank robberies in your area? What about jury selections? Searched for the city council minutes recently? People will always need an arbiter of content, but newspapers will need to rethink news if they want to survive.
What can save newspapers? The same thing that sells any product: clear differentiation and targeted benefits.
So what are newspapers to do?
- Rethink what is news. Target the audience and give it what it wants.
- Strip out all that is on the Internet (such as stock listings, national sport scores, ag markets).
- Become hyper-local. No national or international news unless a local hook exists.
- Embrace citizen journalists. ABC ran a story about the East Coast’s winter storm. It featured Flip camera video stories from citizen journalists. The citizen stories were much more interesting than the ABC reporter’s, who obviously never got a household ready for a snowstorm.
- Shorter articles. More bullets. More pictures (but not more pictures of the mayor, we all know what he looks like). More easily consumed charts and graphs.
Newspapers need to refocus on the readers. Just like any business needs to focus on its target audience. It’s time to hone the news menu for the audience’s new tastes.
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