Look around, even today the central focus of Indian Homes is their TV set. You will see how it’s not without a reason. But meanwhile TV Viewing has gained new mediums to keep it kicking. It’s an obvious observation that the Millennial are watching less traditional TV, but you need to scratch the surface to understand the changing patterns in viewing and the edge TV still offersto you as an advertiser.
A more wholesome picture will emerge as you consider the other video channels like OTT and how this wider picture has enhanced understanding of advertisers, who chose online over TVand swayed their decision back in its favour. We offer seven reasons to put things in perspective for you.
1.We are still glued to our TV
It’s true. Indians are still glued to their TV sets. Statistics reveal that viewers still use the TV screen for the bulk of their viewing and spend more time doing so than all the other platforms combined. Insights gathered from IRS 2017:
2.We needn’t be glued to our seat to watch TV
Today, TV can be viewed ANYWHERE High accessibility,especially amongst millennial is a definite plus. Out of Home viewing also occurs via TV monitors in airports, fitness clubs, bars and even at some gas pumps. The reach of the medium close to 200 million TV homes, which means 900 million audience, almost double that of the internet penetration.
3. We love our “Big Screens”
TV viewing is still slotted in daily engagement list of TV viewers householders and working professionals alike. Especially in case of live entertainment, sports and popular serial television shows that attract a loyal, attentive audience. The BiggBoss – IPL’s popularity are testimony enough to say that appointment viewing is still alive and well. Even the news genre has enjoyed an increase in viewership. (IPL/BIG Boss TRP CHART)
4. TV and Online go hand in hand for us
Television Content is a lifeline for online businesses.Thus, TV advertising is best placed to initially lead a brand into market by providing stronger credibility to businesses and better brand exposure across much larger audience than online advertising. TV advertising drives all other forms of promotion.
Viewers may be using any of the multiple devices to watchTV, but they are far from being disengaged with the content. Social media networks facilitate viewers to share the viewing experience simultaneously with friends increasing attentive viewership manifold.
Both advertisers and TV programmers will continue to use TV to push viewers to engage with more in-depth content online, nurturing the relationship with the consumer and creating brand loyalty. Amazon Prime, Netflix, Zee5 are prime examples of this growing bond. Online is helping to make TV a more efficient medium and this synergy will continue to increase the TV ad revenue and expected to grow to INR 425 Billion by 2023, the medium is here to stay
5. Online Adds to Better TV viewing experience
The hand in glove relationship of online and TV has improved TV viewing experience as Ads are getting shorter and sharper – a lesson well learnt.Channels haverecently begun to strategically use break shorter six second ads. The move comes as viewers have become more accustomed to the shorter format in the digital ad space and the network seeks to reduce ad clutter in an effort to retain viewers. It’s for us to see how the move trends and grows opening a whole new equation of Ad formats on TV
6. Scouting specific audience on TV excels
The online has sharpened the segregation of TV viewers, to better find the target audience the advertisers seek. Earlier targeting audiences on television used to be confined to selecting the right programming or niche cable network. But now targeting niche viewers on television is advanced with the use of addressable advertising largely visible in product placements directly in content. It is the age of programmatically buying audiences by showering products in reality shows and also a whole new realm of behavioural targeting is now possible.
7. TV Ads are not as expensive, as perceived.
Yes, its relative, TV advertising is highly affordable. but not as expensive as perceived. With the right knowledge of where to look and how and when to buy; media planners and buyers have a hawk’s eye on the productive opportunities that offer value to clients. Add to it the better networked community of buyers that grab every last-minute opportunity on a last minute open inventory – Affordability is tangible.
As the media landscape changes, one can only be a keen participant, aware and alive to media opportunities that accomplish client’s goals of being in front of the right consumers and moving them to purchase or engage with the brand.
I hope to be your eyes and ears in this endeavour. Do connect to comment or contact me for more.
Author: GV Krishnamurthy is widely known in the media fraternity as GVK. With a cumulative experience of around two plus decades in Southern media markets across multiple functions of a strategist, analyst, content management, sales and marketing in media business. He can be reached on krishnamurthygv@gmail.com tweet: @gvk_murthy
