SHOW SCRIPT Ep8. S4. Is television dead?
Richard Miller - Building Brands & Selling Stuff
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Show Objectives - The Why
It’s commonly said that ‘no one watches TV anymore’.
Is this true? Does TV still have a place in your advertising plan?
Uninformed pundits have been predicting the death of traditional television ever since the launch of OTT (over the top) streaming services.
Luckily, the rumours of the demise of traditional broadcast TV have been greatly exaggerated. In fact, broadcast distribution is not only surviving but, in many areas, especially developing markets, it is thriving. According to Digital TV Research, the global total of Pay-TV subscriptions is expected to reach 1.08 billion by 2024, adding 26 million new subscribers since 2018.
India and China are seeing the most significant growth in Pay TV subscriptions and the sheer size of the installed base of compatible TV-receivers and set-top boxes in these markets is massive and still growing. The transition to replace existing technology in several markets is decades away and, in fact, in many cases, analogue broadcast distribution is still seen as the only viable option.
Key Issues - Owner Perspective:
Television not only remains alive and well, it’s more relevant and effective than ever for direct-to-consumer brands. Unlike other media, it has the power to bring us together for shared experiences. It’s engaging in ways that social media has yet to discover. Most importantly, television works.
In fact, a study of 50 direct-disruptor brands found immediate positive business outcomes in key brand metrics as they entered and expanded their presence in TV. This included an 83% lift in website traffic, an average increase of 188% in search volume, and significant revenue growth once they started spending on TV.
An evolution in TV viewing habits
The exaggerators do have one thing right. The television landscape has changed dramatically. But rather than sealing TV’s fate, this evolution demonstrates the medium’s longevity, and provides significant new opportunities for advertisers.
Audience numbers remain steady. Contrary to predictions, adults 25 and older still watch exactly the same amount of television today as they did five years ago.
There’s a network for nearly everyone. Albeit TV audiences are fragmented, they are easier to find now based on interests and habits
Viewing is more specialized. We spend less time channel surfing, and when we watch, we concentrate on a few favourites.
Watching happens anytime, anywhere. Even “watching TV” no longer requires a stationary position in front of a traditional television set. The rise of TV-connected devices empowers viewers—particularly Millennials—to consume our favourite shows at home and on the go. Rather than leading to a dead end, smartphones and tablets are breathing new life into TV by adapting to today’s mobile and empowered lifestyles.
The What and How…
Written by - Richard Miller – Brand Director, Crisp & Co.
Innovation, creative content and strategic communication specialist.
Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.
He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006.
Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising).
Taking a pragmatic and results focussed return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication.
With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.
Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.
Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hospitalian wherever you get your podcasts. Connect with Richard on LinkedIn
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