LINEAR TV DOMINATES IN REACH, TIME SPENT

Even as non-linear options grow, Broadcast and Cable Television remain the most effective media vehicles in a recent study conducted by GfK and published by TVB.  Some key findings:

  • Broadcast TV can reach more viewers with fewer programs than streaming.  (Broadcast can achieve as much reach with 20 programs as Netflix garners with 20,355).   
  • On average, viewers spend about five and a half hours watching linear TV.  Second place is Social Media, with just over one hour. 
  • Local TV is the most trusted medium, with 74% of respondents expressing trust in their Local newscasts  (TVNewsCheck: Feb 3, 2024)

SUPER BOWL: UNITED GOES LOCAL

United Airlines has found a way to advertise in the most nationally viewed telecast of the year while still targeting specific markets.  They’ll air six different regional ads during the big game, with five of them targeted to specific areas (the sixth will be general branding for a handful of other markets). The spots, which feature actor Kyle Chandler, will have unique messages for Chicago, Cleveland, Denver, Houston, and Kansas City.  Example: “Houston, I know you’re watching other people’s teams play today.  But today is all they get.  Tomorrow is yours.”  (AdAge: Feb 8, 2024)

THE NEW SEASON BEGINS… FINALLY

Say goodbye to reruns and The Price Is Right at Night because TV series are set to begin their new seasons, following the strike-induced delay.  NBC brought back its Chicago and Law and Order franchises last month, but they and the other networks will roll out the rest of their shows in the coming weeks.  With many of the shows’ episode orders being cut down to 13 due to the delay, season finales should still air in their usual May timeframe, rather than in the lower-watched summer weeks. (MediaPost: Feb 2, 2024)

TARGETED AD CONTENT EMBRACED BY VIEWERS

In our previous issue, we highlighted consumers’ increasing willingness to watch ads on streaming platforms because they’re less expensive.  Another recent study, this one published by Disqo, validates these findings and adds some additional insight. Viewers are responding positively to the increase in ads targeted to their interests, creative designed specifically for CTV, and improved placement of ad breaks within films and programs initially designed to be ad-free.  (Ad Age: Jan 31, 2024)

THIS WEEK IN VIDEO HISTORY

February 9, 1964 – The Beatles made their first appearance in front of an American audience on The Ed Sullivan Show.  They opened with “All My Loving” and “Till There Was You” and came back later in the show for “I Saw Her Standing There” and “I Want to Hold Your Hand.”  More than 75 million viewers tuned in, and Beatlemania was in full effect.  Check it out here.