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#casbaacon -- @samueljscott
TV is Not Dying

It’s Lies, Damn Lies and Bad Media Statistics
#casbaacon -- @samueljscott
What Have We Seen?
15 Years of Hysteria and Bullshit
2003 — TiVo
#casbaacon -- @samueljscott
2013 — Cord-Cutting
#casbaacon -- @samueljscott
2016 — Netflix
#casbaacon -- @samueljscott
2017 — YouTube TV
#casbaacon -- @samueljscott
2017 — Amazon Streams Football
#casbaacon -- @samueljscott
The Truth
Let’s Look at the Objective Data
US comScore
● Live TV consists of 84% of total TV viewing time
US comScore
● 15% are “streaming only.” Most use streaming as a supplement
US comScore
● For every hour streamed, people watch more than five on live TV
US comScore
● Live TV still dominates, even among the heaviest users of streaming television
US Nielsen
● People spend the majority of this time watching live & DVR television
UK ThinkBox
UK ThinkBox
UK ThinkBox
NFL on Amazon Prime
1%2%
97%
TV Amazon Prime Other
TV — 14.6 million



Amazon — 372,000
#casbaacon -- @samueljscott
Why Do People Believe the Hype?
Dispelling the Delusion
UK ThinkBox: Marketers Are Not Normal
Example — Social Media
“Not everyone in advanced economies

is using social media”



- Pew Research Center, April 2017
People Change Media Habits
#casbaa -- @samueljscott
vs.
US Nielsen: Youth Like Radio More
“Past performance does not

guarantee future media results”


- The Drum
UK ThinkBox: Think About the Future
It’s the Economy, Stupid
#casbaacon -- @samueljscott
TV is Still the Best Advertising Medium
Good News
UK ThinkBox: The Impact of TV
The Impact of TV
ThinkTV Australia,

September 2017
#casbaacon -- @samueljscott
The Impact of TV
#casbaacon -- @samueljscott
The Impact of TV
#casbaacon -- @samueljscott
The Impact of TV
TV is Best for Brand Advertising
TV is Best for Brand Advertising
TV is Most Efficient
#casbaacon -- @samueljscott
A PR + Communications Campaign
What TV Needs
A PR + Communications Plan
1. Be Proactive



Don’t let digital advocates frame the debate
#casbaacon -- @samueljscott
A PR + Communications Plan
2. TV is Not Dying…
It’s having babies
#casbaacon -- @samueljscott
“Death of TV Continues Not t...
A PR + Communications Plan
ABC CBS NBC
CBSO YTAMZ
FOXCNN MTV FAMHSN VH1 COMESPN CNBC
VUDU ABCOBLZ FEEI FMOEPXNTFX HULU ACR...
A PR + Communications Plan
3. Total TV Time

Remains the Same



But the time is fractured among

more programs & platforms
A PR + Communications Plan
A PR + Communications Plan
4. People Will Always

Want Cheap TV
Entertainment



Regardless of the source
A PR + Communications Plan
#casbaacon -- @samueljscott
5. TV Beats Online Ad Campaigns

No viewability issues or fraud

Nu...
Thank You!
Samuel Scott
Keynote Marketing Speaker

Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and ...
TV is Not Dying -- CASBAA 2017
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TV is Not Dying -- CASBAA 2017

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Samuel Scott's presentation on the future of TV at CASBAA's November 2017 annual conference in Macau, China.

Published in: Marketing
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TV is Not Dying -- CASBAA 2017

  1. 1. #casbaacon -- @samueljscott TV is Not Dying
 It’s Lies, Damn Lies and Bad Media Statistics
  2. 2. #casbaacon -- @samueljscott What Have We Seen? 15 Years of Hysteria and Bullshit
  3. 3. 2003 — TiVo #casbaacon -- @samueljscott
  4. 4. 2013 — Cord-Cutting #casbaacon -- @samueljscott
  5. 5. 2016 — Netflix #casbaacon -- @samueljscott
  6. 6. 2017 — YouTube TV #casbaacon -- @samueljscott
  7. 7. 2017 — Amazon Streams Football
  8. 8. #casbaacon -- @samueljscott The Truth Let’s Look at the Objective Data
  9. 9. US comScore ● Live TV consists of 84% of total TV viewing time
  10. 10. US comScore ● 15% are “streaming only.” Most use streaming as a supplement
  11. 11. US comScore ● For every hour streamed, people watch more than five on live TV
  12. 12. US comScore ● Live TV still dominates, even among the heaviest users of streaming television
  13. 13. US Nielsen ● People spend the majority of this time watching live & DVR television
  14. 14. UK ThinkBox
  15. 15. UK ThinkBox
  16. 16. UK ThinkBox
  17. 17. NFL on Amazon Prime 1%2% 97% TV Amazon Prime Other TV — 14.6 million
 
 Amazon — 372,000
  18. 18. #casbaacon -- @samueljscott Why Do People Believe the Hype? Dispelling the Delusion
  19. 19. UK ThinkBox: Marketers Are Not Normal
  20. 20. Example — Social Media “Not everyone in advanced economies
 is using social media”
 
 - Pew Research Center, April 2017
  21. 21. People Change Media Habits #casbaa -- @samueljscott vs.
  22. 22. US Nielsen: Youth Like Radio More “Past performance does not
 guarantee future media results” 
 - The Drum
  23. 23. UK ThinkBox: Think About the Future
  24. 24. It’s the Economy, Stupid
  25. 25. #casbaacon -- @samueljscott TV is Still the Best Advertising Medium Good News
  26. 26. UK ThinkBox: The Impact of TV
  27. 27. The Impact of TV
  28. 28. ThinkTV Australia,
 September 2017 #casbaacon -- @samueljscott The Impact of TV
  29. 29. #casbaacon -- @samueljscott The Impact of TV
  30. 30. #casbaacon -- @samueljscott The Impact of TV
  31. 31. TV is Best for Brand Advertising
  32. 32. TV is Best for Brand Advertising
  33. 33. TV is Most Efficient
  34. 34. #casbaacon -- @samueljscott A PR + Communications Campaign What TV Needs
  35. 35. A PR + Communications Plan 1. Be Proactive
 
 Don’t let digital advocates frame the debate #casbaacon -- @samueljscott
  36. 36. A PR + Communications Plan 2. TV is Not Dying… It’s having babies #casbaacon -- @samueljscott “Death of TV Continues Not to Happen” - Ad Contrarian Bob Hoffman
  37. 37. A PR + Communications Plan ABC CBS NBC CBSO YTAMZ FOXCNN MTV FAMHSN VH1 COMESPN CNBC VUDU ABCOBLZ FEEI FMOEPXNTFX HULU ACRN HBONBCO PLS
  38. 38. A PR + Communications Plan 3. Total TV Time
 Remains the Same
 
 But the time is fractured among
 more programs & platforms
  39. 39. A PR + Communications Plan
  40. 40. A PR + Communications Plan 4. People Will Always
 Want Cheap TV Entertainment
 
 Regardless of the source
  41. 41. A PR + Communications Plan #casbaacon -- @samueljscott 5. TV Beats Online Ad Campaigns
 No viewability issues or fraud
 Numbers are audited
 Figures represent real humans
 No tracking or surveillance marketing
  42. 42. Thank You! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum ! sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #casbaacon -- @samueljscott For reference: This column and this one of mine at The Drum

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