Alive & Well
February 22, 2012
By Bill Duggan, Group EVP, ANA
"The reports of my death are greatly exaggerated." Mark Twain uttered those now famous words in 1897 upon hearing that his obituary had been published in the New York Journal.
In recent years, many pundits have been predicting the death of television. At the ANA TV Forum in 2003 there was a session titled "Is Commercial Television (as we know it) Dead?" which was described as follows: a challenge to stop the madness of spending billions of dollars in a medium where returns are increasingly hard to get. Thought
leader and creative thinker Joe Jaffe (and a friend of ANA) published a book in 2005
called "Life After the 30-Second Spot" which was pretty much an obituary of television.
But alas, the recent Grammy Awards were watched by 39 million viewers - the second highest all-time and best showing since 1984. The Super Bowl was watched by 167 million viewers and set a new record as the most widely viewed event in American television history. The average household watches 8 hours 29 minutes of television a day - also an all-time high. Now, it's the American television industry that has the right to say, "The reports of my death are greatly exaggerated." This resurrection of the industry has been brought on via vitality in traditional television as well as new opportunities with TV and video. Some of those new opportunities are described below.
For the past year ANA and Canoe Ventures have worked together on a study measuring the effectiveness of ITV. The insights were promising as key brand metrics-including brand recall, likelihood to seek additional information, and likelihood to purchase-were
significantly higher when accompanied by a RFI interactive offer.
"Social TV," a term most of us hadn't even heard of a couple years ago, provides a platform for consumers to interact online with one another as well as with programming and brands.
Online video remains hot-YouTube, VEVO, Hulu, pre-roll, post-roll, etc. Jack Myers predicts +48% annual growth for online video advertising revenue over next the next four years.
Out-of-home video (also called digital placed based media) is everywhere-in stores, gas stations, airports, elevators, taxi cabs, and more. According to the newest ANA/Forrester survey, 63% of marketers agree that out-of-home video is increasingly important.
And then there's mobile. 2011 seems to have finally been the year of mobile. I recently heard a prediction that by 2016 there will be 7 billion people in the world and 10 billion mobile phones. Wow.
"The reports of my death are greatly exaggerated."
Mark Twain, 1897
Television (& Video) Industry, 2012
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