Are TV And Video The Same Now?

Digital video — on any platform — is now considered "television” by many viewers.

A recent study from Magna, the media intelligence/investment unit within IPG Mediabrands and IPG Media Lab, says 71% of those surveyed believe “short-form” video is “television.”

That's good news -- and bad. The positive is that consumers are still watching tons of video -- even if they are not watching that much live, linear TV — except for sports and news.

Also, platforms/devices are growing — especially new, seemingly free ad-supported on-demand -- where video can be seen on variety of devices desktop computers, smartphone, tablet, and, of course, smart TVs.

The bad? There is still much concern from traditional TV advertisers when it comes to brand-safe content. Magna has been aggressive in pursuing online video for its clients -- even in the wake of out-of-the-blue, unpredictable content problems.



Considering this, are there any other alternatives for wide-ranging reach? That’s the problem.

TV network executives somewhat reluctantly look to change the conversation — not just in reducing the amount of advertising interruptions, but offering more data-driven ROI results that digital media offers. It's the ongoing, tempting lure for marketers.

Magna looks to define different video consumers: non-linear viewers (15%), light linear viewers (29%), moderate linear viewers (28%) and heavy linear viewers (28%).

Too many commercials — or none at all? Magna found the “quality” of Netflix programming is a separate issue from viewing commercials. Only 11% cited the lack of commercials as the reason why they watched Netflix.

Magna says the key theme of the report is “Reaching the Un-Reachable.” Digital media problems don't provide the necessarily reach of potential consumers big national brand advertisers desire.

Much of the all-video-equals-TV theory assumes people watching any TV/video/screen programming and ad content cannot recognize, nor recall, when and where that content was viewed.

So TV and online video are the same thing?

Let's ask another media question: Where do you get the news regarding your favorite political leader or issue? Social media, YouTube, The New York Times?

Guessing most times you don’t remember. Does “social media” equal “journalism? See above.

1 comment about "Are TV And Video The Same Now?".
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  1. Ed Papazian from Media Dynamics Inc, January 29, 2019 at 10 a.m.

    Wayne, according to Nielsen, the average consumer devotes far more time to live TV than to "digital videos"---many of which are short form. presentations. Moreover, it is not true that most live viewing---4 hours per day per adult---- is to sports and news. Much of it is to primetime entertainment fare, all sorts of daytime and syndicated shows---sitcom reruns, game shows, talk shows, "Judge Judy" type shows, celebrity newsmags, reality fare,   etc. as well as late nighttalk-variety programs. Sure, TV sports is  mostly watched live but it's importance in terms of its overall share of viewing time across all dayparts is not nearly as great as is supposed. The same goes for news, which accounts for only 11-12% of an average adult's total viewing day.

    Regarding the Magna study, its misleading to characterize  people as "non-linear" viewers. Nielsen reports that approximately 90% of all adults watch "linear TV" per week and if one extends the time frame to a month or longer that percentage rises to 95% or more. Even those residing in broadband -only homes ( about 5-6% of the total) are exposed to some degree in out-of-home locations. A more relevant characterization is "light" to "moderate" to "heavy" viewers for this is where media planning considerations come into play and media mixes involving both "linear TV and digital video make the most sense.

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