Television Advertising and the Multitaskers
According to Deloitte’s Digital Democracy Survey, 90% of US consumers multitask while watching television. And it is not just the “young generation.”
More than 5 in 6 Baby Boomers actively engage in other activities while watching television. The No. 1 activity for multitasking is browsing the web, and that trend from 2012 is continuing to grow. Millennials are more likely to be browsing, but even those aged 69+ reported web-browsing multitasking activity.
Other activities included social media, reading email, texting and playing video games. Only 8% reported that they “just watch TV,” and that trend line is heading down.
What does this mean? There are two keys ideas to adopt:
- You need to find a connection between what you are saying on TV and where people can find more information online. They are browsing, give them a place to go. Breaking Bad provided an online, second-screen experience as you watched the show;
- Back in my early TV days we talked about getting people to look up from the newspaper. The same rules apply now: You have to re-engage people on TV.
The best way to re-engage is to write to the video and use words to activate viewership. Phrases such as “take a look at this” and “you will not believe this video” or “watch what this person does.” These engagement phrases have been used by TV news anchors for years, now it’s time to adopt the same engagement tools in this age of multitasking.