More specifically, 46% of respondents didn’t know that September traditionally marked the start of the new TV season. Another 24% “don’t look forward to the September TV season.” Why? Because TV programming is available all year long.
Major TV networks have made a concerted effort over the last number of years to start up returning and new TV programs throughout the year to avoid the traditional logjam of scores of TV shows that begin in the fall.
Upfront advertising sales activity — just beginning a slow process now — traditionally has TV marketers making deals with TV networks for an entire season, starting in September and running through May.
Other research from the Videology survey reveals that consumers now say 69% of their favorite shows aired somewhere other than “network TV.” Some 39% say their favorite TV shows only air online.
Scott Ferber, chairman/chief executive officer of Videology, stated: “Brands have more opportunities than ever to continuously reach consumers fully engaged in top-notch programming, and the idea of a yearly TV season may soon be a distant memory.”