Let’s Talk Traditional TV
With streaming taking the front of the TV hype stage, it’s time to take a more objective look at traditional TV.
The average adult, according to Nielsen/Marketing Charts, spends 5 hours and 21 minutes per day consuming video content. That is nearly a full-time job watching video screens for the average American adult (nearly 37.5 hours per week or 81 days a year). That number is all video viewing — traditional TV, connected devices, computer screens, smartphones, tablets …
So for traditional TV you can sum up how it is doing in one word: older. People 50 to 64 watch an average of nearly 5 hours of traditional TV per day. People 65 and older watch 6 hours and 39 minutes per day. The numbers drop dramatically for ages 35-49 (2 hours 43 minutes) and for ages 18-34 (1 hour and 12 minutes). There has been a percentage loss year over year for all age groups except 65-plus.
For traditional TV, Gen Xers and boomers are the core audiences. What we don’t know is: As 12-to-34-year-olds age, will they turn to traditional TV or stay with connected devices? This cohort is spending more time with connected devices than traditional TV to begin their video watching. Older boomers did not grow up with connected devices.
You may say that it’s time to get off traditional TV because it is not reaching enough younger audiences. However, here’s a word of caution: The 50-plus audience accounts for more than half the consumer spending in the U.S. In other words, the 50-plus group buys more than half the new vehicles, they have strong earnings power, they shop online, they buy 70% of medical supplies and prescription drugs and 51% of food.
Time is important and so is money. Traditional TV still has both.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.