Articles

21.1.2011 TV retains "super media" status

Growing global audience levels and rising adspend show that television remains a form of "super media" despite the many challenges to its status, according to Deloitte.The consultancy argued 40m new viewers should tune in for the first time around the world this year, with an extra 140bn hours of content being consumed. On average, individuals will dedicate three-and-a-quarter hours each day to linear broadcast material, measured against 15 minutes utilising social networks. Advertising expenditure through this channel is pegged to improve by $10bn, hitting $191bn, in 2011, a fifth success annual increase.

The medium is also set to enjoy strengthening influence over other types of media, like books and music. Similarly, pay-TV subscription sales are anticipated to climb by 20% worldwide, indicating a broad-based resilience across various revenue streams.

One development often perceived as threatening traditional models is the popularity of digital video recorders, enabling consumers to fast-forward commercials."Even then, viewers would need to keep their eyes shut when fast-forwarding as studies suggest that even commercials viewed at 12 times the normal speed leave an impression on viewers, specifically the last advert before the show restarts," Deloitte said. Between 15% and 25% of programming is "skipped" by DVR owners, meaning the advertiser-funded model is relatively stable compared with areas like DVD rentals.

B.L. 21.1.2011