It's time for brand marketers to engage with and embrace interactive TV, Smart TV, Social TV — whatever you want to call it. The fundamental way we are watching content has changed and marketers have to shift their planning and strategies to meet new audience viewing habits.
Watching TV online and interacting via social networks is becoming the new at-home leisure activity among TV viewers. More than 145 million people in the U.S. will watch TV online by 2017, notes an eMarketer 2013 chart. That's a year-on-year rise of about 7 percent.
Instead of a passive viewing experience, today’s TV viewers are watching multiple screens, often at the same time. A Spring 2013 Nielsen study showed a relationship between the rise in those tweeting about a TV show and its TV ratings. The study showed that a show's premiere episode ratings improved by 1 percent with the 18-34 yr.-old demographic when there was a 8.5 percent uptick in tweets. There was also a similar percentage increase in 35-49 year-old viewer ratings with a comparable 14 percent increase in Twitter activity.
Today’s content viewing is growing into a social, active experience, where we share program links with friends and family on social networks. We’re checking... Read more
Fox is a very self-aware company about the trouble the network TV business is in. First, the network reacted to Cablevision taking them off the air in a carriage fee dispute by blocking Cablevision ISP subscribers from Hulu, showing that they understand that the network is unnecessary if you want to watch Glee. Now Jim Gianopulos, the chairman of the 20th Century Fox movie studio is scolding cinemas for annoying customers by cluttering the pre-show screen with ads when the audience is used to being able to skip ads with their DVR.
The irony is that theater owners are doing the thing that TV networks used to be able to do quite well: monetize a captive audience. Mr. Gianopulos told the truth -- people don't like having their attention hijacked. Just because they are captive doesn't mean they will accept being hawked at.
The NY Times article that reported this implies that Mr. Gianopulos issued this statement as a partial explanation for the 20% Q1 decline in theatrical revenue. If people are so upset about ads screaming at them that they will avoid seeing a first run movie in its exclusive theatrical run, what does that say... Read more