They were not quite Christmas presents but, in the past month or so, three pieces of independent research have landed on my desk, all of which run counter to the prevailing wisdom (cf. Chris Anderson) that ‘free is best’ and paid for media have had their day.
The first piece of research came from Kantar Media (part of the WPP Group) who looked at consumer willingness to pay for different media experiences. They looked at willingness to pay for content across newspapers, radio, mobile phone, internet and television.
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A decade ends and an armada of navel-gazing features about the previous ten years is launched.
My Christmas TV viewing – when it wasn’t either David Tennant or a Big Fat Burp of the Year – seemed to consist of reviews of the best TV ads or programmes of the decade. The best 20 TV ads of the decade (all of which you can see here) give the lie to any suggestion that British advertising creativity isn’t what it was, with as many landmark ads as in any previous era.
If TV advertising’s quality is not in question, how about a quick look at some of the numbers; the decade has certainly played havoc with my statistics. Before Christmas, Thinkbox mined the data for the last 10 years to get an idea of how TV has changed for advertisers over the decade. Here are some concrete facts: (all BARB figures unless stated otherwise):
* Daily broadcast TV viewing has increased by 3 minutes since 2000 to 3.72 hours.
* Daily viewing of commercial TV has increased by over 5 minutes to 2.37 hours.
* Commercial TV now accounts for 63.6% of our TV viewing, up from 62.1% in 2000.
* We watch more TV ads at normal speed than ever before, up from 33 a day per person to 43 over the decade, adding up to a staggering 2.45 billion ads seen each day in total in the UK.
* In 2000, only 31.6% of households had multi-channel TV; now 90.7% have it as digital switchover approaches.
* In 2000 we had a choice of up to 252 channels; we now have 495, nearly double (source: Ofcom).
* The average household now has 2 TV sets, the same as in 2000 (1.96). However, other screens which once didn’t deliver TV now can: PCs, Macs, laptops and mobile phones.
* In 2000, High Definition TV didn’t exist; now 49% of households own an HD ready TV (source: Screen Digest) and around 10% subscribe to HD channels.
* In 2000, no one had a digital TV recorder. VHS reigned. Now, 39% of households have a DTR (such as Sky+ or Freeview+) and watch 17% more TV (and 2% more ads at normal speed) as a result. (sources: Ofcom, Screen Digest, Skyview).
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There’s nothing quite as nauseating as someone revelling in an “I told
you so” moment but there’s no stopping me; you might like to retreat now.
Jubilation all round today at Thinkbox Towers thanks to YouTube’s new ad
campaign promoting the arrival of proper TV content (courtesy of its deal with
C4) which uses the line, “YouTube’s got TV”.
What they didn’t advertise was “YouTube’s got long-form video”.
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