The presentation for the keynote address that Samuel Scott delivered in March 2018 at the FICCI FRAMES conference in Mumbai, India.

1. #ficciframes18 -- @samueljscott
TV is Not Dying
It’s Lies, Damn Lies and Bad Media Statistics

2. #ficciframes18 -- @samueljscott
What is TV?
VS.

3. What Have We Seen?
15 Years of Hysteria
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4. 2003 — TiVo
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5. 2013 — Cord-Cutting
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6. 2016 — Netflix
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7. 2017 — YouTube TV
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8. 2017 — Amazon Streams Football

9. The Truth
Let’s Look at the Objective Data
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10. US comScore
● Live TV consists of 84% of total TV viewing time

11. US comScore
● 15% are “streaming only.” Most use streaming as a supplement

12. US comScore
● For every hour streamed, people watch more than five on live TV

13. US comScore
● Live TV still dominates, even among the heaviest users of streaming television

14. US Nielsen
● People spend the majority of this time watching live & DVR television

15. UK ThinkBox

16. UK ThinkBox

17. UK ThinkBox

18. NFL on Amazon Prime
1%
2%
97%
TV Amazon Prime Other
TV — 14.6 million
Amazon — 372,000

19. Why Do People Believe the Hype?
Dispelling the Delusion
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20. Marketers Are Not Normal

21. Example — Social Media
“Not everyone in advanced economies
is using social media”
- Pew Research Center, April 2017

22. Social Media is Not Real Life

23. People Change Media Habits
vs.
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24. US Nielsen: Youth Like Radio More
“Past performance does not
guarantee future media results”
- The Drum

25. UK ThinkBox: TV Increases With Age

26. It’s the Economy, Stupid

27. India: More TV Households Than Ever

28. TV is Still the Best Advertising Medium
Good News
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29. The Impact of TV

30. UK: The Impact of TV

31. Canada: The Trust of TV

32. Belgium: The Brand Recall of TV

33. Signaling vs. Targeting

34. TV is Best for Brand Advertising

35. TV is Best for Brand Advertising

36. TV is a Communal Activity

37. ThinkTV Australia,
September 2017
The Impact of TV
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38. The Impact of TV
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39. The Impact of TV
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40. Brand vs. Activation

41. TV is Best for Brand Advertising

42. TV is Most Efficient

43. “Ad” Dollars Aren’t Going to Digital

44. Asia: “Direct Response” Goes to Digital

45. Direct Response vs. Advertising

46. A Good Industry PR Campaign
What TV Needs
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47. A PR Plan
Be Proactive
Don’t let digital advocates frame the debate
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48. A PR Plan
TV is Not Dying… It’s
having babies
“Death of TV Continues Not to Happen” - Ad Contrarian Bob Hoffman
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49. A PR Plan
ABC CBS NBC
CBSO YTAMZ
FOXCNN MTV FAMHSN VH1 COMESPN CNBC
VUDU ABCOBLZ FEEI FMOEPXNTFX HULU ACRN HBONBCO PLS

50. A PR Plan
Total TV Time
Remains the Same
But the time is fractured among
more programs & platforms

51. A PR Plan

52. A PR Plan
People Will Always
Want Cheap TV
Entertainment
Regardless of the source

53. A PR Plan
TV Beats Online Ad Campaigns
No viewability issues or fraud
Numbers are audited
Figures represent real humans
No tracking or surveillance marketing
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54. Thank You!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
For reference: This column and this one of mine at The Drum
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