Tuesday, October 11, 2011
TV is Still King of the Screens
tablets and computers, 94% of adults between 18 and 49 prefer watching
their favourite TV shows on a television screen at home, according to
recent research from the Television Bureau of Canada (TVB). Television
Viewing Preferences and Online Synergy 2011 also found that 70% of the
same demographic think watching video content on a computer or mobile
device could not replace viewing on a television set. In a saturated
media landscape where consumers have the choice of a wide variety of
screens, TV remains the screen of choice.
--This latest research demonstrates the power of television as the
medium of choice for consuming video content developed for television
as the first screen,|| said Theresa Treutler, President and CEO of TVB.
--This bodes well for advertisers that maintain television as a core
piece of their advertising spend.|| According to the study, 52% of
respondents watch TV and browse the web simultaneously, and 57% of
them go online to research a product or service seen in a TV
commercial.
While television is the screen of choice, consumers now have the power
to record their favourite shows for viewing at any time with Personal
Video Recorders (PVRs), which according to another study (Television
and the PVR, TVB) is having a negligible effect on exposure to
television commercials. A conclusion that is corroborated by BBM
Canada's statistic that 96% of all television viewed in Canada is
viewed live - not recorded.
When using a PVR, 51% of viewers between 18 and 49 stop to watch
interesting commercials. This number is even higher in the 18 to 34
demographic where 65% stop to watch interesting commercials. According
to the study, adults who fast forward through commercials still pick
up on strong brands and creative, 72% recognize brands in ads they're
trying to skip. These Television and the PVR findings coupled with a
low 28% PVR penetration in Canada reaffirm the value of television
advertising - even when viewed with a PVR.
Despite the plethora of viewing and recording devices available,
PricewaterhouseCoopers predicts television advertising in Canada will
reach $4.5 billion (USD) by 2015 - a compound annual growth rate of
4.7% year-overyear. Furthermore, Deloitte predicts consumers worldwide
will watch 140 billion more hours of television in 2011, worldwide TV
advertising will increase by $10 billion, and TV shows will be the
subject of more than a billion tweets. TVB, BBM,
PricewaterhouseCoopers and Deloitte all agree that the future is very
bright for the king of the screens.
About the Television Bureau of Canada (TVB):
The TVB is an industry association for commercial television
broadcasters (both conventional and specialty) in Canada. TVB was
incorporated in 1961 and provides leading edge research and
information about television advertising, as well as video services to
its member stations, networks, sales rep organizations, agencies and
advertisers.
