It’ll come as no shock that linear TV viewing is in steady decline and has been for some time. What’s more surprising is advertisers’ continued overreliance on this media channel. For marketers, it’s never been more important to embrace a digital-first approach. Recent data on viewing trends and how marketers can respond tells us why.



The point of no go back for linear TV

Traditional TV viewing has dropped from a hundred million families in 2014 to seventy four million these days. And it’s forecast to fall to simply forty four million via way of means of 2025.


The disruption resulting from the pandemic has truly expanded linear TV’s downward slide. In simply the beyond year, even the remaining bastions of linear-TV viewing — stay events, news, sports, and cultural moments, including the Oscars and Grammys — have visible huge declines in viewership. The 2021 Oscars broadcast had 1/2 of the target target market it did in 2020.


It’s now no longer that clients are dropping interest. While the Grammys handiest attracted round nine million visitors for the duration of the stay broadcast in step with Nielsen, Dua Lipa’s overall performance of “Levitating” for the duration of the rite has been regarded on-line greater than fifty three million instances and counting. People need to observe the clips and segments they’re maximum fascinated in, at a time that works satisfactory for them.


Faced with this shift, CMOs have understandably expanded their include of linked and virtual-first TV marketing and marketing. Those who don’t threat irrelevance.


Common myths approximately linear TV

Even because the linear target target market withers, advertisers are poised to devote a few $20 billion for the duration of this prematurely season — an boom of 7.6% from the preceding year.1 That parent displays budgets devoted to a mixture of virtual, streaming, and linear TV.


While maximum manufacturers recognize the want for a virtual-first technique, many are taking their time getting there. And even as their motives for staying dependable to linear TV can also additionally appear plausible, a better appearance well-knownshows a unique story. Much of our traditional knowledge desires a rethink.


Here are some typically held misperceptions approximately the linear TV channel.


  • MMMs say linear TV works

In a few cases, size solutions, including advertising blend modeling (MMM), keep to signify linear TV is greater powerful than alternatives. But, due to the fact they may be always backward-looking, they don’t account nicely for actual-time modifications in client behaviors round media or dynamic modifications to the media itself, including layout and pricing. Now is the time to modernize your MMM and encompass greater granular and instant insights.


  • Only TV drives mass attain

The as soon as extensively regular traditional knowledge that vast attain is a gain specific to linear TV has been time and again debunked. It’s now viable to pressure mass attain while not having conventional TV placements for your media plan. Most watch time for the clients that depend for your emblem takes place in a virtual surroundings: In the U.S. these days a few 213 million human beings movement programming via linked TV (CTV) apps.2


  • Studio content material is higher than creator-produced content material

The abundance of viewing on virtual structures has positioned to relaxation the belief that “top rate” content material is the handiest manner to draw eyeballs. Now, 73% of human beings describe excellent content material as some thing private and relevant3 that pertains to their passions. The new top rate is set manage and choice, now no longer manufacturing values, and handiest 15% of human beings say TV have to be professionally produced at all.4


  • Linear TV is the handiest manner to get a huge-display revel in

The developing recognition of linked gadgets approach that vintage differences among community TV, virtual, and streaming are disappearing. Between 2019 and 2020, we noticed YouTube watch time on TV monitors almost double, with over a hundred and twenty million human beings looking each month. This in flip shall we human beings re-create the shared huge-display TV revel in and watch collectively.


  • Low CPMs prove TV’s cost

Historically, entrepreneurs have stated linear TV’s low price in step with influence as proof of its cost relative to greater pricey linked and streaming TV inventory. Though impressions can be cheaper, it doesn’t comply with that they’re imparting greater bang for the buck. For instance, linear TV has a tested hassle with frequency: A Nielsen observe stated that the common heavy TV viewer sees the equal advert 26 instances.


Small steps closer to a virtual-first mindset

Many entrepreneurs are already on a direction to virtual-first planning, because it affords the satisfactory of each worlds: the enticing presence of marketing and marketing proven on a big TV display on one hand and virtual’s massive audiences and optimization talents at the other. Here are a few pointers for a way to boost up your method.


  • Embrace creative freedom on one campaign

Introducing greater particular virtual-concentrated on and marketing campaign-flighting alternatives to the TV surroundings brings the possibility to tailor your message for unique audiences. While consistency is important, you need to additionally push past the concept of a unmarried piece of innovative.


Nissan hired this technique while it released the Rogue in Canada. The emblem created 30 unique innovative cuts geared toward seven unique audiences, leveraging video advert sequencing and optimizing effects in actual time. The marketing campaign brought 12% greater income than preceding linear TV-primarily based totally release campaigns.


  • Plan TV and digital together to maximize reach

If you operate overall attain as your number one metric, develop it similarly via way of means of combining linear TV and YouTube. Try Nielsen’s Total Ads Ratings (TAR) data, which measures attain throughout more than one structures. This will assist you discover the proper blend of YouTube and linear TV that optimizes their blended attain.


You can use this method to increase your marketing campaign attain or to reap your contemporary attain objectives greater efficiently. Kimberly-Clark carried out 36% greater attain via way of means of including YouTube CTV campaigns. Meanwhile Coty, the maker of Gucci’s Guilty Pour Homme, protected greater virtual in its 2020 vacation campaigns, inclusive of CTV, reaching the equal overall attain for 15% much less budget.


  • Go big somewhere small

If you or your CFO are reluctant to leap directly into the deep end, recall checking out an competitive virtual method at a small scale. This may be a non-center product line or a small geographic region. Doing some thing huge, including a big virtual-handiest marketing campaign or a huge shift to virtual on your media blend, in a much less consequential aspect of your enterprise will assist you higher isolate and become aware of the effect of a virtual-first method.


Seismic shifts withinside the panorama require that all of us circulate past incremental change. Marketers shouldn’t start off with remaining year’s plan. Instead, media mixes have to be anchored in contemporary client viewing habits. The make-up of TV viewing has been progressively converting for years, however latest upheavals and the traction of recent offerings have created a wholly new panorama — and entrepreneurs need to reply with urgency.