Wednesday, 27 November 2013
The death of TV pure and simple. New Nielsen data shows Google + Facebook have a higher audience than TV. Ad Agencies need to start diluting TV spend.
Just when TV thought thought recent reports went unnoticed about their demise....along comes another Car crash.
Following my blog on Monday (which is below this) which highlighted those recent shocking data reports about the demise of TV - through a collapse in ratings, a collapse in subscribers and bizarrely, rising Ad costs - another credible piece of research worsens TV's pain. Both are based on facts and that's what's causing all the trouble. Facts.
This time it might be terminal.
Credible research, because it's current (November 2013) but completely credible because it's from Nielsen - as I often say, the doyenne of TV research. This to be fair is brave by Nielsen because in effect, they are shooting themselves in the foot. But the truth will out.
Facebook AND Google active monthly users, are both going to take over from TV in total reach. That means, more people use Google and Facebook, than TV. 435 million as against 294 million. That's a HUGE difference.
It is the death of TV, nothing less.
Google and Facebook combined, both already have a much larger audience than TV, but of course, there will be duplication between Google and Facebook users.
And yet, time and time again I've said it, Media buyers are spending significantly more of their budgets on TV. Over 55% goes on TV.
Why oh why?
Laziness? Sweetheart back end margin deals? What can be the reason for these supposed data-driven buyers? How can the dominant continued use of TV on a Media schedule, to the detriment of online, be justifiable?
And I do understand how it works, having recently owned the biggest media buying Agency in Ireland. But I cannot for the life of me, understand why it's still going on? Perhaps old habits die hard....but it is now, indefensible.
A UK TV Station (UTV) has recently announced plans to start broadcasting in Ireland with all the expense that goes with it.
With these results now, they might be better off, opening a Facebook page.