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What “Watching TV” means today

Posted by on Oct 19, 2010 in Blog, Media and Markets | Comments Off on What “Watching TV” means today

A significant audience has moved away from scheduled television (whether broadcast or cable delivery) to “demand” entertainment.? Mass media has detailed, in recent months,? the cost savings that could be realized from turning off cable TV subscriptions and relying on streaming or “on demand” models.??? Literally hundreds of blogs have followed suit,? by showing how it’s possible to create a completely customized menu of video programming choices,? pulling from many feeds.? These might include:? YouTube,? blogs,? pay per view streaming channels,? services such as NetFlix on Demand and others,? peer to peer networks,? etc.??? Although still in its infancy in terms of market size,? this scenario presents a number of opportunities for content producers as well as important lessons.?? It doesn’t appear that a measurement apparatus for this kind of programming consumption exists at present,? there isn’t a developed value-added delivery mechanism (personalized, dynamic targeting with a dose of collaborative filtering could fit the bill….) and it isn’t clear whether this DIY version of “TV” is a blip in the current media anarchy or a longer term environment.?? What do you think?

A recent study? (Say Media ) released its? “Off The Grid” study today? and claims that overall, we are consuming less live programming and more streaming and on-demand TV.?? The segments described are as follows:

34 million are Opt-Outs.
22 million are On-Demanders.
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Do we really see 5,000 ad messages everyday?

Posted by on Aug 2, 2010 in Blog, Media and Markets | Comments Off on Do we really see 5,000 ad messages everyday?

I’ve seen it published as fact dozens of times, used it myself in numerous lectures and classes, but where did this factoid come from? ? Who did the research to determine that the “average American is exposed to 5,000 ad messages (or more) each day?”

Apparently the number came from a 1990’s vintage Yankelovich study, and the purpose of that study was not to measure advertising clutter but rather consumer attitudes toward advertising. It’s unclear how the authors came up with the high number. The Journal of Advertising Research put out a number in 1998 closer to 500-1000 messages per day, and other studies have pegged exposure at somewhere around 1,000 per day.

Ilya Vedrashko on Hill Holiday’s blog provides a great overview of varied sources and responses. It is a good reminder that sourcing the origin of facts — even well-accepted ones — is always a good thing to do.

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