TV Viewing Habits Present Marketing Challenges, Opportunities
by May 28, 2013 9:34 pm 140 views
New data from Nielsen Research highlight the challenges facing marketers in the age of DVRs and mobile video.
Nielsen reports that Americans now record about one-third of their weekly TV programming, but only 41% of that recorded content is ever watched.
Emily Reeves, director of digital innovation and insight planning with Little Rock-based communications giant Stone Ward, says there is still major interest in certain live programs, such as the Oscars or the Super Bowl.
“People want to watch that when it’s happening because they don’t want the spoilers from it online if they happen to be away from their TV or recording it for later,” Reeves said.
She also said that social media has opened up new communities of dialogue between fans of recurring TV shows, such as Gossip Girls or the Walking Dead. Viewers of these programs are having real-time “online conversations” via Twitter or Facebook as they watch programs.
Still, that hasn’t diminished the power of a thirty second TV ad, Reeves said.
“TV commercials are still the best way to get your widest reach,” she said. “You have to start becoming more creative and how you’re incorporating that into the programming.”
That creativity includes layering TV ad messaging with online messaging. It also allows advertisers new opportunities to wrap a brand in a program as a limited sponsor or with little commercial interruption.
Another piece of Nielsen data underscores the shifting power of mobile video experiences.
According to Nielsen, 71% of U.S. respondents expressed interest in a service that automatically loaded content based on a user’s preference to his or her mobile phone or tablet.
“I think there are a lot of opportunities and it’s going to continue to evolve and change,” Reeves said.
Reeves also promoted a three-year old non-profit organization that is supporting recognition of veterans during the Memorial Day holiday. For more information on Reeves’ marketing insight and the non-profit, CarryTheLoad.org, watch the video below.