There is no shortage of news and research about the effect that streaming is having on TV viewing behaviors. Most recently, U.S. streaming usage hit a new high in April, capturing more than 30% of audiences’ total TV time. For advertisers, this time of massive viewership fragmentation has considerable implications, yet many have remained focused on traditional TV, steadily increasing their ad spend since their COVID-driven pullbacks in the middle of 2020.
Streaming boom aside, the upside of traditional TV remains very high. In fact, audiences still spend twice the time with live TV than they do with content they access via their connected devices. From that perspective, TV remains a key channel for brand awareness, marketers’ top objective for the year ahead. And in the U.S., TV ad spending is very reflective of this goal, as brands allocated nearly 50% of their ad budgets to linear television last year.
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There’s no discounting the importance of reaching the largest audience possible, but doing so requires more planning and strategy than it did when our media choices were far more finite. And while traditional TV remains a media mainstay, Nielsen Scarborough data shows that 47% of U.S. adults are either light or zero TV (weekly broadcast, cable) viewers. And those light viewers spend less than two hours each day watching traditional TV. This fragmentation of audience time can present challenges, but when advertisers have a clear understanding of channel usage, they’re better positioned to balance their spending for optimal returns.
[infogram id=”48f2296b-8e9a-4352-8a8f-3ad681590ba0″ prefix=”Nr5″ format=”interactive” title=”Zero and Light TV viewers”]
It goes without saying that people who watch more TV see more ads than those who watch less. But when just under 30% of adults in the U.S. watch less than two hours of TV per day, reach and frequency strategies that lean heavily on TV can become challenging and expensive. For context, a typical national TV campaign running for three months will struggle to resonate with light TV viewers, who will see few ads. In a recent campaign, Nielsen 미디어 영향력 found that light viewers didn’t even see two ads. Comparatively, heavy TV viewers were over exposed, as they saw as many as 25 ads. Additionally, it can be difficult to regulate the number of ads audiences see if a campaign is too reliant on a single form of media.
[infogram id=”a3a88ca2-0d74-4843-8244-d4127b063009″ prefix=”gCi” format=”interactive” title=”Less viewing, fewer ads seen”]
좁은 미디어 믹스로도 브랜드가 도달 범위와 타겟팅 목표를 달성할 수 있습니다. 하지만 미디어 행동이 세분화되고 시청자가 스트리밍에 더 많은 시간을 소비함에 따라 균형 잡힌 미디어 믹스의 중요성이 커지고 있습니다. 또한 많은 마케터들이 소셜 미디어 및 커넥티드 TV와 같은 새로운 디지털 채널에 점점 더 많은 관심을 기울이면서 시청자가 더 많은 시간을 보내는 곳에서 시청자의 참여를 유도하기 위해 적극적으로 전환하고 있습니다.
According to the Nielsen 2022 Annual Marketing Report, marketers in North America dedicated more than half of their 2021 ad budgets on digital channels, with plans to increase digital spend again in the coming year. In fact, North America marketers planned to increase their social media spend by 61%, noting they believe it to be more effective than traditional channels like TV and radio (57% extremely/very effective vs. 49% and 41%, respectively).
As with any strategy and decision, data needs to be a marketer’s best guide. Said differently, perceived beliefs may not always pan out to be true. To better understand the ways in which different channels perform, we recently used Nielsen Media Impact to gauge the effectiveness of a single, one-month $5 million auto campaign simply by adjusting a typical media plan to include traditional radio—without adjusting the budget. Notably, according to Nielsen Ad Intel, automotive manufacturers spend an average of 67% of their monthly media spend on TV, followed by 27% on digital.
최적화된 캠페인을 통해 이 자동차 브랜드는 타겟 오디언스 1,900만 명이 캠페인에 더 많이 노출되어 도달 범위가 26% 증가했습니다.
미디어 플랜 최적화는 채널 전반에서 효율적이고 효과적인 지출을 보장하고자 하는 마케터에게 항상 중요한 과제였습니다. 미디어 채널과 디바이스가 세분화됨에 따라 그 중요성은 더욱 커지고 있습니다. 마케터는 항상 투자 대비 가시적인 수익을 창출해야 하는 과제를 안고 있습니다. 이것이 마케팅의 본질입니다. 하지만 소비자의 시간이 새로운 플랫폼과 디바이스로 분산됨에 따라 효과적인 마케팅 계획은 타겟 고객, 소비 시간 및 메시지 빈도를 고려해야 합니다.
