Here’s a Bit of Useful Ammo for Your Next Pitch
As a local TV ad rep, no doubt, a major question and challenge you hear from prospective and current advertisers is, “Aren’t more viewers watching Netflix, Hulu, etc. instead of traditional TV?”
New Nielsen data and analysis may be just the ammo you need to counter this objection. Despite the proliferation of smart TVs and SVOD (subscription video on demand) apps, 58% of adults said when they can’t decide what to watch, they turn to traditional TV first.
Even among young adults (18–34), 52% rely on their favorite traditional TV channels before browsing and possibly selecting a program from a streaming service. These younger adults are also more conflicted when it comes to finding a program, as Nielsen reported 45% browse subscription service listings, compared to just 34% of all adults.
SVODs and their quality programming will only continue to increase; after all, they are spending billions on new content. That may be their challenge, however, as too much content makes it difficult for the human brain to scan and choose a program to watch, which leads to frustration and a return to the comfortable, welcoming and familiar arms of traditional TV.
Another recent story that caught our attention is what 150 TV advertisers thought linear TV and digital media could do to improve their effectiveness.
TV Advertisers’ Recommended Improvements to Linear TV
and Digital Media to Make Them More Effective, 2019
|
Recommendation |
Linear TV |
Digital Media |
|
Better targeting capabilities |
53% |
33% |
|
Drive better ROI |
47% |
44% |
|
Better measurement |
35% |
34% |
|
Improve efficiency |
33% |
25% |
|
Better attribution |
31% |
31% |
|
More data |
29% |
22% |
|
Offer better viewer engagement/experience |
28% |
29% |
|
Better consumer privacy |
19% |
25% |
|
Deliver higher reach |
19% |
24% |
|
Improve ease of buying |
19% |
20% |
|
Improve safety/fraud |
18% |
32% |
|
Cut commercial loads |
18% |
19% |
|
Offer more quality programming |
15% |
25% |
|
More brand-safe environment |
12% |
39% |
|
Other |
0% |
1% |
Marketing Charts (Blockgraph), June 2019
The comparisons in this table provide you and your station with the opportunity to discuss and create a plan internally to address these points whenever a prospect or client presents them as objections.
