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It
used to be a no-brainer. To reach any demographic, a
marketer would have to get screen time on television.
The only decisions to be made were which show or news
broadcast to target. Today it's a different story, with
television losing its luster as more people spend time
in front of DVDs, Playstations, Tivos and computer
screens.
To
many households, television is becoming the radio of
yesterday. It plays in the background as attention is
focused on other medias. There is a war about to be
waged by media companies over Americans' time - not
their money. Many industry experts believe that we are
approaching the death of the 30-second television
commercial.
As
the public embraces new entertainment options, it is
also gaining more control over the advertising reaching
out to it. The ability to view television on demand also
allows viewers to skip commercials. Advertisers are
searching for new ways to reach their audiences, with
sponsorships, product placements and
"infomercial" type ads.
Cable
and satellite television penetration have led to
broadcast companies buying cable outlets in an attempt
to maintain viewership. However, both broadcast and
cable television must compete with Americans' growing
appetite for entertainment via Internet and
other alternative media such as videogames, DVD rentals,
on-demand programming and the new entertainment options
that are sure to come.
The
abundance of media approaches to the typical American
grows daily. Even radio, the old standby, is reaching
new technological heights with the introduction of
satellite broadcasting. The questions facing a marketing
executive today aren't merely how to get screen time -
they are which screens to get time on and how to
effectively get attention while there.
For
companies looking for exposure in the media, it is more
important than ever to get the credibility of third
party reporting, on-air interviews, and media
appearances. With more opportunities for the public to
opt out of watching commercials, advertising dollars
would be better spent getting credible media time that
is actually viewed. |
