22% fall in live TV watching in three years
TV screen usage has reached its lowest point in four years, with Australians spending an average of 111 hrs and 3 minutes per month watching content on TV screens.
The results come from the first Australian Video Viewing Report by Regional TAM, OzTAM and Nielsen, which succeeds the quarterly Australian Multi-Screen Report from previous years.
The new quarterly report succeeds the Australian Multi-Screen report.
To me the most interesting figures are the demo splits of those watching broadcast TV:
* 151 hours per month for 65+
* 118 hours per month for 50-64
versus
* 27 hours for teens
* 29 hours for 18-24
“This is impossible, this is BS!” I hear Mark Ritson saying, before taking his small, Swiss leather tape measure out for his morning ritual.
https://www.marketingweek.com/2017/06/13/mark-ritson-digital-metrics-bullshit/
Let’s hope his size is not related to TV viewership.
On that note, go mobile!
I would like to hear from Mark Ritson regarding this article.
Does Mark Ritson only comment on data which supports his opinion?
Anyone that believed the horse shit that Ritson shovelled deserves the hard bounce.
But he’s just part of the broadcast-advertising-complex which is as crooked as they come
https://www.wsj.com/articles/in-tv-ratings-game-networks-try-to-dissguys-bad-newz-from-nielsen-1499350955
It’s simply a reflection of the poor quality content being offered up by FTA broadcasters now days – divisive programming produced for the advertisers and not the audience – which the audience is saying NO to on an increasing basis (Network bosses wake up)
And the age group that is familiar and comfortable with finding their own content, do so – whilst unfortunately the older demos get served up ‘slop’ they continue to try and force feed themselves with…
Fortunately GEM still offers some respite for the time being…
to get a true view here it would be good to understand what has happened to prime time viewing in this period as this is where the bulk of advertising investment goes.
As I appear to have been summoned,
1. Clearly the amount of time Australia spends watching TV is in decline. The argument is that the decline is not terminal – despite what the headlines regularly tout – and does not mean mean TV is anything other than the pre-dominant source of video (and therefore video advertising) for most Australians. Yes a 22% is a bigger fall than most expected and should be significantly examined.
2. But if you move on from the 22% headline and actually read the report itself you would see that the data there confirms that while the total time spent watching TV is declining it is doing so from an unparalleled position of dominance. Australian video consumption in Q1 2017 consisted of;
Laptops/PCs 13%
Tablets 3%
Mobile 3%
TV 81%
While the -22% degradation has obviously had an impact, can I once again make the combined points that;
a) The only timeline that marketers should concern themselves with is 2018 brand planning
and
b) For that time period TV represents a massively dominant source of video exposure whereby for every hour of video watched on a mobile screen, there are almost 30 hours being watched on TV.
I thank you.