Editor’s Note: This MediaPost commentary, from Simulmedia CEO, Dave Morgan, generated a significant number of responses – these, and the full article, can be read using the link at the bottom of this piece.
Industry people find it incomprehensible when I tell them that “Judge Judy” delivers more audience advertising minutes every day than all of the videos on all of YouTube across all of America all day. Why are they so surprised? More than 10 million people on average watch “Judge Judy” during every minute in the show, including the eight or so minutes of ads shown each half hour. Plus, “Judge Judy” isn’t alone. “Wheel of Fortune,” “Jeopardy” and “Family Feud” deliver similar numbers day in and day out.
And, if you start analyzing prime-time shows, and games from sports leagues like the NFL, NBA and MLB, “Judge Judy” pales in comparison.
Is America really cutting the cord, when Pew numbers show that 90 million of us don’t have broadband at home? The broadband-less population is not evenly distributed. It’s about 50% of those 65 and older.
According to Nielsen data, 18- to 24-year-olds watch significantly more linear TV than they do digital video, and a much higher percentage of TV ad time versus digital video.
Maybe TV is not as dead as it seems.
What does the TV industry need to do? It needs to up its marketing game. Agencies aren’t carrying the water with clients the way they used to. After all, they have clients who have drunk the duopoly Kool-Aid.
TV companies need to win with the numbers: Total reach. Daily Reach. Cost per reach point. Sales impact, short-term and long-term. Emotional impact. Cost efficiency. TV advertising has great stories here. They need to be told.
Morgan, D. (2018, January 25). TV Advertising Has a Marketing Problem. MediaPost.