favorite show

The Agonizingly Slow Decline Of Live TV

Source: http://www.businessinsider.com/chart-of-the-day-the-decline-of-live-tv-2012-1


It seems you can’t follow the tech industry today without being bombarded with reports heralding the impending death of television as we know it. While we believe the television model will eventually be disrupted, there’s no evidence of any imminent collapse. Instead, the likely scenario is of a very slow decline, with TV remaining an amazingly large and profitable business for many many years to come.

A new survey from Deloitte indicates viewers are engaging with that model in new ways, with bad implications for the network’s ad sales.  When asked how they watched their favorite show, 71% of respondents chose live TV, down from 87% three years ago.  Some of the biggest winners? DVR, on demand, and the show’s internet site.

What does it mean? Consumers are wising up that you’re no longer chained to a show’s air date and if you have the patience to wait 30 minutes you can skip all the ads.  The real big problem, however, is that these are engaged consumers with intent. In other words, exactly the kind of people advertisers want to be reaching.   

Deloitte: Live TV Decline


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Wednesday, January 11th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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