Nielsen recently released its latest Three Screen Report, and it reveals that Americans are spending more time watching television compared to last year. On average, people are watching 35 hours of television per week, and they’re watching it on their traditional TVs.
In the media world, it feels like everywhere I look there are articles showing statistics about DVR usage and timeshifting, as well as online video. While it is true that usage of this technology is growing, the amount of actual time people watch timeshifted TV or television programming via online video is still low compared to traditional viewing habits.
For example, adults age 35-49 watch 35 hours of television a week on traditional television, only 2.5 hours a week through timeshifted TV and only 30 minutes via online video. These numbers are similar across all demographics.
So, we media folks are safe for now.
However, we cannot ignore the rapid growth of this technology. DVR penetration is now at 36.2 percent, up 51 percent from 2008, and growing each year. So how do you discourage viewers from fast-forwarding through your ads? Strategies advertisers use include:
- Using celebrities in spots. People tend to watch if their favorite celebrities are endorsing.
- Product placement. Incorporate your product or service into the actual program so timeshifting is not an issue.
- Producing spots that look like the program they are advertising in, such as creating scenarios and sets that look like Desperate Housewives and LOST.
The majority of timeshifting happens on network television and in primetime. The networks are also trying to discourage fast forwarding by having shorter commercial pods (but unfortunately, more of them).
So, while the technology is changing and growing quickly, traditional television in real time is still alive and strong!
Do you DVR? Is TiVO your best friend? Or do you prefer to watch your shows in real time?
Maureen Quinn, Vice President of Media Services at Long Island advertising agency Austin & Williams is an expert at determining the perfect media mix, and is always eager to incorporate the latest and greatest options available to her clients. To read more about Maureen, visit her bio section on the A&W web site.
Comments – 4 responses to “Are You a TV Watcher or a Timeshifter?”
Care to comment? We’d love to hear your thoughts.
Jun 30, 2010 at 10:41 AM I think the only thing I don't use a DVR for is sports. I'd just rather watch games live. Consequently the only commercials I'm familiar with are for cars and trucks, insurance, and beer. I really don't watch too many "shows" anymore.
Jul 2, 2010 at 1:21 PM Steve, I'd bet that you're the target audience for those commercials, so at least they are hitting the mark! I suspect you are not alone in your DVR habits though.
Apr 2, 2011 at 6:08 PM As a dedicated FF, I've often thought that the best place to be is the spot leading back into the show. When you're FF, you try to catch the beginning, but often get the tail end of the commercial leading into it. I would advise clients to buy that spot and pack the best info and most intriguing visuals/copy into the last two or three seconds. Spots usually end with a phone number or website -- a compelling close could cause us FF addicts to rewind just to see what we've missed!
Apr 4, 2011 at 10:12 AM Steve, you are not alone - sports and news are watched live more often. Who wants to watch old news.
Sara, I would agree with you, but reserving that space in a pod could be challenging.
Thanks for all of your comments.