Forgot your password?
Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.
If you're already a paid subscriber, please sign-in.
Log in if you are already a member
Read the whole story at The Guardian »
But all is well for 54+, right?
It seems that nobody ----make that almost nobody---understands what the numbers mean. All of this talk---much of it scare talk designed to panic advertisers into diverting their ad budgets to digital media----is based on declines in the amount of time people devote to "linear TV"---younger ones especially. So what? That's the natural result of more media contending for the consumers time. When the number of options rises the share of time is slpit finer and finer among the various contenders. Again, I ask--so what? Take the reach issue. If the average minute rating per channel for TV is .1% ---as there may be 200 programs competing at a given time to be watched, does that mean that TV's reach is only .1%? Of course not. It's average minute reach is 20%. Likewise in a single day---despite the very tiny average minute rating per channel---75% of all consumers are reached by about 5-6 different programs and over the course of a week this rises to 90% with an additional 5% reached over a longer time span. Just because millennials now watch only 15 hours per week of "linear TV" content---a drop of about 45-50% from several decades ago, that doesn't mean that an advertiser can't garner reach levels of 60-65% of this group per month and 80-85% over a longer period by spreading out the buy among many channels and dayparts. Sure, a certain percentage may never be reached by a "linear TV"-only schedule---perhaps 10-12% as a guess. But if this is a major problem all that one does is buy time or space in other media---digital media, radio, print ---- which fills this "reach gap" and deals with the problem. It's Media 101 folks. .
When I first started in TV ratings, the "BIG STORY" was the decline in 16-24 viewing.You know what? They are all now in the 40-54 cohort and are watching more TV than they did way back then.Plus ca change plus ca meme.