Meet The New Boss (TV). Same As The Old Boss.


November 16, 2012 by Dave Kissel, President & CEO, InStadium

Nielsen just issued its Cross-Platform report for 2nd Quarter 2012.  It's their study which serves to quantify what and how much media is consumed "cross-platform," in this case video watched on TV sets, DVRs, mobile devices, tablets and online.

 

The entire report is available here:

 

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/Nielsen-Cross-Platform-Report-Q2-2012-final.pdf

 

So what does it tell us?  And what does it mean?  

 

  • First, traditional TV is still king.  Americans spend more than 34 hours a week in front of a TV set.
  • Nothing else comes close to TV.  While the average American spends 4 hours and 18 minutes a day watching TV, watching through their DVR is second at just 22 minutes a day.
  • 85% use their tablets and mobile phones while watching TV at least once a month, 40% use their devices while watching TV each day.
  • Lighter TV viewers are also lighter internet cross-platform consumers, although lighter TV viewers tend to be slightly heavier streaming video consumers. 

 

But while TV is still king, its crown is starting to show some very evident cracks:  

 

  • In-home TV viewers are increasingly using multiple devices while watching TV, which suggests an increasingly less engaged in-home TV viewer; elevated tablet and smartphone adoption should escalate this phenomenon.  Advertisers should recognize even though the TV may be on and people are sitting in front of it, the audience may be paying attention to the smaller screen in their hands.
  • Lighter TV viewers are hard to reach through non-TV video sources.  Lighter TV viewers (Quintiles 4+5) watch an average of 3.7 minutes of streaming video a day, and 15.5 minutes of internet TV each day. Simulmedia's* recent work in their "Book of Reach" detail how ineffective TV, at all spending levels, is at delivering lighter TV viewers.  Importantly, the lighter TV viewers, for many brands, spend the most and influence others the most.  So if TV can't deliver that part of your audience, where are you going to reach them?
  • The average American watches 157 hours of TV a month.  That's a lot of programming and a lot of advertising being consumed, so it's no wonder that the typical brand's response is more frequency, vs. trying to find media vehicles who can deliver more impact.  At some point, brands will hit a frequency level on TV that will result in consumer backlash…how many times can you watch/tolerate the same commercial over and over?
 

All that being said, TV's dominance still provides reach, but 1) TV doesn't reach everybody equally well anymore, and 2) the reach TV is providing now comes with an audience who may not be fully attentive to the commercial being delivered through the set.

 

To quote Bob Hoffman at The Ad Contrarian**, 

 

"Reach and frequency are irrelevant if the ad units have no impact."

 

We at InStadium couldn't have said it better ourselves.

 

*http://www.simulmedia.com/2012/10/the-book-of-reach/

**http://adcontrarian.blogspot.com/2012/11/either-facebook-is-nuts-or-i-am.html



Who’s the audience?
InStadium reaches up to 20 million receptive, active, and influential adults on a monthly basis. The InStadium audience is 40% female and 60% male and indexes at 118 for adults 21-49. Our audience has an 18% higher mean HHI than that of the general population and indexes at 138 for post-graduate education.
Source: Scarborough Research Release 1 2011
What is the network?
8+ years of building trusted relationships with professional sports and collegiate venues across the country has allowed us to create the InStadium Network.
What's the medium?
Larger-than-life, high definition video with digital surround sound, custom PA announcements, and vibrant, full-color, animated LED rings create an unforgettable brand experience in a dynamic environment.
Which brands use InStadium today?
Brands who want to increase their ROI and accelerate their business results. InStadium works with blue chip brands across many categories, including entertainment, internet technology, personal care, travel/hospitality, consumer packaged goods, retail, telecom, and more.
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