TV's "opt outs" and "demanders"

Cutting the cable-cord? Maybe it's just going "off the grid", away from the traditional video programming grid.

Some $1 billion is being spent on online media messaging this past year. But as Brian Monahan, executive vp and managing director of IPG Media Lab, in speaking at the OMMA Video event in San Francisco, says this pales in comparision to traditional TV for marketers.

Last year some $18 billion was spent in the TV upfront -- that's a 20% year to year gain, and less than half the $40 billion that is annually spent on TV overall in a given year. "We just haven't found anything that has worked this well on this scale," says Monahan.

Still, some 50 million people are either "opting out" (22 million), "cutting the cord", or viewing TV on demand (34 million) -- "on demanders", say Monahan. That's a big deal because, as Jordan Schlachter, research director of Say Media, says they are watching less traditional live TV.

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