I was reading this article by Sarah Shearman about video views in the UK for this month which ITV did pretty well in, coming in at no.4 in the UK for video ad properties. And it got me thinking about how online advertising was always citied as the death of TV advertising (among with many other things, it changes yearly) but in fact it's been quite the opposite. Online has increased TV viewing.
The recent success of "The Only Way is Essex" and Downton Abbey were partly because of the availability to catch up online through the ITV Player. I'm sure I saw a stat come thorough the office saying both programmes had over a million viewers each online after the first week so when you add that to the TV viewing figures its starts to look very good for TV. Especially when you consider most digital programmes in the UK do less than a million and in fact sometimes even the bigger channels struggle to deliver more than a million, in fact last night Men of Rock was new to BBC2 at 9 pm took an audience of 1.5 million.
I guess what I'm trying to say is TV is far from dead. And when you think of TV viewing you have to look at the bigger picture to see what's really going on. A lot of competitors always point out to the decline in audience on ITV1 shown through a nice chart showing our viewing figures over the past 20 years (although last year it was up). But what you have to remember is that our viewing figures don't just come through live TV now, but our +1 service or our digital channels and our viewers through ITV.com (which didn't exist 20 years ago). In fact if you added them all together the combined audience we can deliver is very impressive still.
So next time you plan a TV campaign remember that TV advertising doesn't just come through your TV but your computer too and soon the two will merge back together again with IPTV's and new services like YouView.
Link to Sarah Shearman article below.
http://www.brandrepublic.com/news/1049465/UK-racks-6bn-video-views-month/
The recent success of "The Only Way is Essex" and Downton Abbey were partly because of the availability to catch up online through the ITV Player. I'm sure I saw a stat come thorough the office saying both programmes had over a million viewers each online after the first week so when you add that to the TV viewing figures its starts to look very good for TV. Especially when you consider most digital programmes in the UK do less than a million and in fact sometimes even the bigger channels struggle to deliver more than a million, in fact last night Men of Rock was new to BBC2 at 9 pm took an audience of 1.5 million.
I guess what I'm trying to say is TV is far from dead. And when you think of TV viewing you have to look at the bigger picture to see what's really going on. A lot of competitors always point out to the decline in audience on ITV1 shown through a nice chart showing our viewing figures over the past 20 years (although last year it was up). But what you have to remember is that our viewing figures don't just come through live TV now, but our +1 service or our digital channels and our viewers through ITV.com (which didn't exist 20 years ago). In fact if you added them all together the combined audience we can deliver is very impressive still.
So next time you plan a TV campaign remember that TV advertising doesn't just come through your TV but your computer too and soon the two will merge back together again with IPTV's and new services like YouView.
Link to Sarah Shearman article below.
http://www.brandrepublic.com/news/1049465/UK-racks-6bn-video-views-month/
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