The new media vs. old media debate isn’t new, however, with TV viewership on the decline, are TV adverts still as effective as they once were?
Before the digital age, TV adverts did not have much competition aside from newspapers and radio. Nowadays, with the amount of technology out there, the options are endless when it comes to choosing what content you want to consume and when. The power has now shifted from producer to consumer, as brands and businesses compete for the attention of their customers.
Facebook released data last year with statistics highlighting that users use Facebook a lot more during TV adverts, suggesting that we are surrounded by distractions and TV adverts are just not holding our attention like they used to.
So, what does this mean for advertisers?
It’s predicted £3.3bn will be spent on social networks in the UK this year alone. Recode reports that the expected spend on digital ads will be around $227 billion by the end of this year, surpassing TV spending by $40 billion. The TV industry has been transformed by the arrival of on-demand platforms such as Netflix, Sky Go and Amazon Prime who have changed the game. These platforms offer ad-free streaming services with hundreds of options for users to choose from, anywhere and at anytime. These platforms divide their content into categories such as comedy, horror and romance. This provides them with the ability to target specific audiences who are interested in a particular genre. When it comes to TV, it’s a lot more difficult to do this as programmes and advertisements are broadcast generally and do not pinpoint a specific audience.
According to Nielsen, the 90th Academy Awards had the lowest viewing figures in its history at 26.5 million viewers. The 2018 Super Bowl attracted 103.4 million viewers, their lowest figure since 2009. Reaching millions of people worldwide, Super Bowl ads are the most sought-out spots in TV advertising. At $5 million a pop, they are not the cheapest but for the price, it’ll get you 30-seconds of airtime and reach between 100-115 million people that tune in every year.
Sounds like a lot right?
How about 1.4 billion.
That’s how many active users visit Facebook on a daily basis.
In March last year, Adidas revealed that they would be focusing on digital ads over TV, spending the majority of their budget on digital channels, specifically mobile. While the company hasn’t written off TV completely, they have since executed a number of successful social media campaigns and have built strong followings across Facebook, Instagram and Twitter. The sportswear brand uses each platform in a different way. For example, take their most recent campaign #AlphaBOUNCE. Posting to their 19.2 million followers on Instagram, the brand have been posting short videos of the campaign encouraging people to visit their website.
Is TV advertising on it’s way out?
Should brands start paying more attention to social media advertising?
We know what we think, how about you?