The Next Engine: Beyond Campaign Thinking

The good folks in the UK recently released a report on the future growth of television viewing, they actually project it to rise over the next 5 years, albeit a “staggering” 4%. Still, pretty intriguing, as most (me included) would predict quite the opposite.

I found the viewing patterns of Young Adults (16-34) most intriguing. They observed a leveling off in the downward trend of average viewing times among this audience and cite new digital channels and content on demand as key drivers. I’d say this is fairly good news for cable providers, not so much for the traditional networks, however. Then again, they are all on borrowed time as data from children (4-15) predicted a significant viewing drop over the same 5-year period.

So the Millenials and X’ers are hanging around, as long as the content is fresh and relevant, but their children and younger siblings are a lost cause. Maybe there’s just better programming across the pond, but I have found myself watching Investigation Discovery and FUSE TV lately, so who knows.

Newspapers on the other hand, hasta la vista.

Tags: advertising, marketing, television, trends