Thursday, September 9, 2010
If you can't read my Blog now, just TiVo it.
Yesterday I hurried home to watch a brand new episode of Tosh.O that aired an hour before. How? Well it's a great little technology called a DVR or digital recording device. I take it that i didn't need to explain why since i can expect someone reading a blog to understand what a DVR is. I also love the fact that i can fast forward right through the commercials. That my friends is marketing anarchy! In the article Live TV losing younger adults...it states that live television only makes up 41 percent of t.v. watched!! (ages 18-34) Now when you start getting to the older generations it seems that 64 percent seem to still use live television. This should be absolutely alarming to marketers. If you evaluate the marketing aspect of the value chain it appears that bu-cu bucks could be spent on trying to attract an audience that isn't even listening. A great example is the 300,000 dollars company's pay for t.v. ads during prime time television. however with the target market continually moving into the internet and DVR age it seems that this money could be better spent online. Online t.v. requires you to sit through a 20-30 second advertisement before watching your show, as well as three to four ads in between. You literally are required to watch them and they cost....wait are you sitting down...less than 1,000 dollars. That's right you can reach your target market 300 times for the same price!! I don't know about you but sign me up for the internet ads. At least with this it completely cuts out a retailer or network and you can save money. Disclaimer: if you are marketing to the 55 plus crowd, keep your ads between noon-5pm and spam the hallmark channel not YouTube.
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Ugh, I completely agree with the increasing worthlessness of conventional television advertising with the advent of DVR and internet technologies like Hulu, or my favorite Netflix streaming of TV shows via X-Box. Fast forwarding through commercials is a dream, it feels like I'm in the dark ages if I'm stuck watching commercials, especially when they're boring and uninspired as most are.
ReplyDeleteOn a side note, much has been made on whether or not the massively expensive investment in a Super Bowl ad is worth it. In this case I would argue yes, since many people watch the Super Bowl live and/or for the commercials rather than recording and skipping through them. As such an advertiser is reaching not only a captive audience but an actively engaged one. Also the sheer costs seem to drive a greater emphasis on commercial quality, or at least hilarity. Except godaddy.com...ugh.
And now food for thought:
Is it possible that DVR may actually help curb the obesity epidemic by allowing people to watch shows all the way through rather than get up every few minutes during commercials to get snacks? Talk amongst yourselves!
Hmmm... i think that i would disagree with the DVR health aspect. Their might be a crowd out there that uses a DVR to watch tv at night and therefore is out being active but mostly i would say that it discourages activity. people are busy and doing things so they miss shows and are less likely to just channel surf compared to recording all their shows and following them. I can't say that for sure but it brings up a good question. Are the majority of people using DVR as a way to follow a limited selection or have they widened their scope and are following more. I only watched sports, and south park before DVR and now i follow White Collar, Lie to Me, Tosh.0 and the other two as well.
ReplyDeleteI bought my home just over two years ago and keep debating on whether or not to get satellite television since I cannot get channels; local or cable. However, when evaluating the cost versus benefit I just haven't found it to be a good choice.
ReplyDeleteThen one of my co-workers informed me of Hulu. Absolutely is there no way I would ever get Dish now. Hulu has everything TV does (except HBO and such) for free. Plus the commercials are tailored specifically to you through a) having the option to vote whether or not it was relevant to you, and b) sometimes you actually choose which commercial to see. That is target marketing!