This past Fall, Nielsen Media Research launched stats uncovering young men tuning out of traditional TV programming. This demographic watched 6 percent less television in this fall's season, whereas prime-time ratings were down to a miserable 7.7 percent.
This group is said to have staying power and spending power. As a result, this launched an industry debate that's kept some blood boiling through Q4 and into the New Year. Of course, advertisers slammed Nielsen for improper sample sizes, methodology changes, and other far-reaching accusations. Then they accused networks of having crappy programming. Nielsen came back with all the facts and figures to back it up.
Now that we know the stats were correct, we must ask; where did all the cowboys go? Before we answer the question, it is imperative for all advertisers to realize the impact alone.
This coveted audience wants more. Seems these boys have strayed toward the likes of PVRs, DVDs, and video games. They are device oriented, more apt to spend time online, and still watch television. The truth is, they aren't going anywhere. The audience has become fragmented. And why not? There are so many choices out there. Advertisers must stand on their toes to strategize new ways on how to attract and captivate this audience as well as others.
Many industry sources say we are supposed to see a 6.9% uptick in advertising as a whole this year equaling $266.4 billion USD. Media should see solid viewership in regard to the upcoming US elections and The Summer Olympics. PVRs and satellite radio are on the rise.
This, my dear readers should be music to our ears. Because of this, many believe media dollars will shift. So advertisers get out your most creative product placement and digital media ideas. Sellers bust out your creative thinking caps. Publishers, there is a demand for current, fresh, and entertaining content.
So what's tops on my hot list for this year?
Product placement and new ad units
"Non-intrusive" rich media
Politics and sports
So I think I know where your money is going to be... put your mouth where your money is. Drop a note on the Spin Board and let's kick off this year with a bang.