TV's Shifting Sands

"The Internet is becoming consumers' primary entertainment source and the TV is increasingly taking a back seat to the cell phone and the personal computer among consumers age 18 to 34", according to IBM.  It's one of those findings that comes as no surprise at all but is of interest because senior marketing folk take top-tier consulting reports as fact. For brands, the implications of moving from broadcast to networked media are very significant because it's not just a question of moving budgets.  Instead of being the centres of gravity around which consumers orbit, brands become another fragment of information seeking to penetrate the increasingly sophisticated social filters people are using to determine what's relevant.  (Via NewTeeVee).

[UPDATE: More of the same from the annual Ofcom stat-fest, including the completely unsurprising yet chilling fact that, "78% of DVR owners claiming that they fast forward through advertisements while watching recorded programmes."]

Comments

[eaon pritchard]

another interesting number (apparently around 30%) who actually delay watching live events (ie sport) on tv by several minutes in order to skip ads.
more difficult to avoid are the nasty pre and mid rolls on web delivered tv, however.
Sadly this means that the much heralded shift in media spend towards digital is increasingly throwing up the same old :30 online instead.

[Peter Kwong]

I like the idea of brands being the centres of gravity for people - better still people being the centre of gravity for brands. As digital content is increasingly centred around the person being in control it raises interesting questions for brands about how they communicate through advertising.

Advertising funded content would seem like a natural choice as it let's programming to be delivered with a relevant partner as well as being useful and valuable. In this new world where digital content is "retailed" rather than broadcast I think it's a great opportunity for brands to be more relevant, useful and valuable to people by bringing them content that can do and be these three things. That sounds so much better than those nasty pre and mid rolls on web TV

PS really like the blog esp. the manifestos, keep it up