From its early days of only a few channels and limited reach, television has changed significantly. But, from the beginning, companies were quick to recognize television’s advertising potential, led by a hugely successful 10-second ad for Bulova in 1941.
Up until the mid-1970s, advertising dollars were focused on three networks and typically came from large national and international brands. Then came the cable explosion in the late ’70s, which opened up even more channels and programming to viewers and gave rise to networks created specifically for cable. One of the benefits for companies without huge advertising budgets came as local cable operators were able to offer affordable options for smaller local and regional businesses.
Since that time, television has continued to grow and evolve and new technology and new devices have played an integral role in that change. Today, there are big shifts happening in the way people consume TV content. That’s no secret. The interpretation of what it means for the advertising industry, though, varies wildly. Streaming, cord-cutting, the explosion of “insert-social-media-platform-here” TV – there’s always something new around the corner.
The knee-jerk reaction to that evolution – that “television is dead” (and no longer a viable advertising option) – certainly makes for a good headline.
But the research shows that television isn’t dying. Not by a long-shot. The way it is being watched, however, is changing.
The average U.S. internet household has 10 connected devices from PC’s, smartphones, tablets, and gaming consoles. While the TV set continues to be the most popular device (the average U.S. household has 2.9 TVs), consumers no longer rely on just one device to view premium video content.
And premium video ad views grew more than 34% year over year, with full-episodic content comprising 53% and remaining a key format for attracting and retaining viewers.1
Overall video use stands at almost 6 hours per day – that’s time spent with a TV set, computer video, and video on smartphones or tablets. Consumers pick the platform that best suits their needs to view content when they want it.2
Even Millennials watch 4 times more TV content than YouTube each month. In fact, they spend more time watching TV each day than they spend eating, drinking, shopping, and using YouTube + Instagram combined.3
Spectrum Reach, the advertising sales and production services offered by Charter Communications, Inc. creates advanced advertising products and solutions designed to identify and reach your customers and provide meaningful insights for the most effective campaigns. One of those products, Ads Everywhere, places ads across live content, streaming content, cable network apps, or On Demand cable television programming across every device.
“With Ads Everywhere, advertisers have a tremendous amount of options,” says Scott Eifert, Senior Director, Product Marketing. “They can extend their TV message beyond the big-screen, both in and out of the home, including over-the-top and mobile devices on the Spectrum TV app and cable network apps.”
According to Eifert, this means that advertisers can reach streamers and bingers on all their devices anytime, anywhere, and even go beyond Spectrum homes, with partnership apps and on authenticated cable network apps.
Spectrum Reach partners with businesses and brands of all sizes, with industry expertise from automotive to retail and everything in between. It isn’t just reserved for the elite, and with a wealth of viewership data they offer companies best in class audience-targeting capabilities for nearly any budget.
“As a business owner, I know that it’s very important to spend your money where you get direct results. Targeting geographically ultimately stretches the dollar that you spend,” explains Spectrum Reach client Robert Kornalian.
Another client at Mission Chevrolet, echoes that sentiment. “With Spectrum Reach, the affordability is probably the greatest part. It allows us to reach our audience and customer base at a more affordable rate than network TV.”
- S&P Global Market Intelligence; Industry Data & Kagan Estimates. October 2017.
- Source: Nielsen Media Research Total Audience Report; Q1 2018
- Source: Nielsen Total Audience Report, Q1 ’17, P18+; TV = Live TV + DVR + Time Shifted, reflects activity on TV set only – computer/laptop and mobile viewing not included; Bureau of Labor Statistics, 2016 Annual Average Hours Per Day in Selected Activities, Reflects P15+; comScore Media Metrix Multi-Platform Data, Desktop 2+, Mobile 18+, July 2017, Average minutes per visitor- note mobile video is not included in comScore data.
* Market restrictions apply.