STUDY THE AGE OF TELEVISION: THE NEEDS THAT DRIVE US

21. 11. 2018 | 18 min read Video is firmly entrenched in our lives. Whether we’re snuggling on the sofa for an evening of telly or killing time on our mobiles before the bus arrives, the opportunities to watch have never been greater. Back in 2013, we investigated what viewer motivations underpinned the TV we chose to watch. What drove someone to watch live TV over VOD or vice versa? What needs did these video formats satisfy? That study discovered there were six TV ‘need states’. Since then, the video landscape has changed considerably. We wanted to revisit these need states and broaden the lens to encompass all video formats, including online. Partnering with MTM, we detangled the role that video plays in our lives to determine how the different video formats coexist and why viewers choose to invest their time in a range of video platforms. Key Findings

AUDIENCES ARE LEADING THE LEAN-BACK MEDIA REVOLUTION. WHERE ARE THE ADVERTISERS?

3. 10. 2018 | 4 min read Let's set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program sponsorships, commercials and more.

THE NEW LIVING ROOM: TAKING ADVANTAGE OF THE BIG SCREEN

3. 10. 2018 | 5 min read Headlines would suggest that TV is dead, or at least is enduring a slow death.

THE FUTURE OF TV IS NOW (OR NEVER)

5. 9. 2018 | 4 min read From cord cutting, shaving and cord nevers to addressability, dynamic ad insertion and increasingly ad free experiences, the ad environment is more dynamic and complex than ever before. And now—right now—we are at a critical inflection point. This can either signal an industry renaissance marked by more relevant ads (fueled by rich data) or it could be the industry's death knell.

HERE’S WHY TV IS STILL THE MOST POWERFUL AD MEDIUM

28. 8. 2018 | 4 min read As the media landscape has fragmented with the emergence of new advertising mediums, the television has had to radically evolve over the past two decades. Due to these changes, many have speculated on the relevance of TV ads in a digital world, and if advertising dollars ought to be reallocated elsewhere. While TV is unrivaled for its sheer, unadulterated reach, the problem has historically been that it’s difficult to measure and optimize its true effectiveness. But that’s all changing.

THE FUTURE OF TELEVISION IS … MORE TELEVISION

14. 8. 2018 | 5 min read CALL IT JEFFREY Katzenberg’s unicorn newborn. An operating company has come into being, ex nihilo, with the blandest of names—NewTV—and a valuation north of $1 billion. That’s something that has never happened before. Another thing that hasn’t happened before: the very first funding round for the company managed to reach the $1 billion mark. NewTV, then, is no scrappy startup. Rather, it is, from day one, an enormous privately owned corporation, run by a deeply experienced CEO, Meg Whitman, who formerly ran eBay and Hewlett-Packard.

WHY BIG TECH SPENDS BIG ON TV

9. 8. 2018 | 4 min read If you read the trades regularly, there’s a good chance you’ve read that TV is dying. It’s less likely you read that Google, Netflix, and Amazon collectively spent more than $1B on TV advertising in 2017.1

TELEVISION IS STILL NUMBER ONE. EVEN TODAY’S INTERNET SAVVY CHILDREN PREFER TV

9. 4. 2018 | 2 min read Even though children mostly moved from the television screen to a computer monitor or smartphone, television is still number one for them. Research shows that even today’s children still prefer TV over other types of media. Lifestyle Survey of Children conducted by the Association of Television Organisations (ATO) shows that television is still a number one daily (or almost daily) media activity for almost three-quarters of Czech children aged 4-14 years. The frequency of children’s TV consumption even surpasses their watching Internet content or playing games. 71% of children watch live television broadcasts on a regular basis. Another 13% of children turn on the TV at least once a week. Number two media activity for children is watching videos on YouTube and similar sites. 30% of children watch them daily or almost daily and 38% of children watch them at least once a week. It is similar to listening to music, songs and radio. However, compared to watching television, more children do these activities on a daily basis (37%). One-quarter of children claim that they listen to music once a week. This activity is followed by reading books, magazines and comics, either daily (26% of children) or once a week (35% of children). Playing Games and Time Spent in Front of TV The fifth most common media activity for children is playing electronic games. One-third of children spend their time playing games daily and a little more than one-fifth of children play games at least once a week. As to the time, children usually spend on the media per day, the youngest children, aged four to six years, spend most of their time watching TV. Older children, on the other hand, prefer watching online videos or playing electronic games. According to the ATO Lifestyle Survey of Children, compared to younger children, older children also usually sleep less during the day, spend less time with their parents and more time at school. They have more free time, especially at weekends, and therefore spend more time using electronic devices (computers, notebooks, smartphones or tablets). The research was conducted last year and 531 children participated in it. Source: iDNES.cz