The rise of digital has, in many ways, made people doubt the relevance of TV advertising. While digital has definitely seen a massive growth, is this really true? Let’s find out!
TV Still Dominates
Despite the hype about online video, TV still take the lion’s share when it comes to time spent viewing video.
According to Nielsen, On average each day, Australians spend approximately 2 hrs and 27 minutes watching live TV and playing back recorded TV content through their TV sets (within 28 days). Even the 18-24-year-old bracket, which is the highest viewer of online content, still spent 63.1% of their video-viewing time watching TV. The national average is higher, at around 86% of respondents using TV regularly.
TV and Digital are Merging
One of the interesting things about TV and digital is how the lines between the two are becoming blurred.
On average, Aussies watched approximately 347 million minutes of catch-up or on-demand shows online. According to a survey by Screen Australia, 68% of respondents use online video subscription services like Netflix and Amazon Prime.
This is indicative of a wider trend of current media blending together into the same service across multiple channels. You can listen to the radio on the internet, you can watch videos on social media and listen to audiobooks on YouTube. Everything is blending.
Pros and Cons – TV
TV has been a staple of media since the 50s, and it’s hold over the media landscape is still an impressive achievement.
Pros and Cons – Digital Video
Although TV is a really powerful medium, digital video holds amazing potential for brands and businesses.
TV AND Digital?
Like with most forms of advertising, TV and Digital advertising work better when used together in an integrated campaign rather than separate and isolated.
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