Context is king when it comes to TV and YouTube
When ThinkTV’s Steve Weaver discovered some surprising YouTube summer viewing figures, he decided to investigate how they really stacked up against television.
As the festive season approaches, my time spent cooking healthy meals in the kitchen gets substituted for Deliveroo and Uber Eats. In fact, my online dinner intake increases by a whopping 50 per cent.
Now, a 50 per cent increase seems pretty big but it’s also an example of what we at ThinkTV call a “numberwang” – a statistic you can bandy around that sounds impressive but, with a bit of context, is less so.
Steve Weaver is director of research, insights and education at ThinkTV
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“TV is 100 per cent viewable, plays full screen and there’s no scrolling.”
Not taking into account people switching channels through ads, making cups of tea, fast forwarding through the ad breaks, looking at their phones…if TV is so transparent then why can’t we buy it on minute by minute reach?
Why don’t they make little tv’s you can carry around in your pocket.