I’ve heard about the interwebs. I have. I’m actually a big fan, especially of the whole Facebook and Twitter thing. I’m even a champion for online advertising. Sundog has seen impressive results in that realm—often seeing online advertising results that are 100% more efficient than offline campaigns. And the tracking…don’t let me forget about the tracking!
But rumors of TV and radio’s deaths are exaggerated.
First, let’s explore why online advertising has blossomed in the past few years:
• It’s targeted.
• It’s trackable.
• The entry cost is favorable to television.
• It has a broad reach.
• Online advertising can reach all demos.
• Social Media has exploded.
After those (strong) six points, what could possible be left for TV and radio?
• Radio audience is actually growing, (now at 242 million) including over 66 million listeners in the 18-34 demographic—which is often considered to be owned by social media. The largest percentage gain for any demo is teens, and more people are listening to streaming music than ever before. Radio might be more segmented than ever before, but it can’t be ignored for its ease of entry, its low cost, and the impact it can have locally.
• Many demos, including (gasp!) teens, favor offline advertising over online ads. Why? Because although Generation Y may have grown up with the internet, they also grew up being trained to ignore online advertising—and many are even annoyed by it.
• According to Nielsen, Americans spent more than 34 hours per week watching TV in Q3 of 2012…which was an hour and 18 minutes more than the prior quarter.
• Although DVR’s have shifted when people watch TV, about 90% of viewers are still watching shows live. Another 5% are watching the same day.
• No matter what demographic you consider, they all watch 20+ hours of television each week.
Here is more good information from marketingcharts.com about teens likes/dislikes about advertising: