Having spent nearly the last 20 years in marketing and advertising I’ve seen a lot of directional changes. I was reading an article on the new fall television season and some of the numbers were truly eye popping. What caught my attention was what was being deemed a hit.
‘New Girl ‘had just over 9 million viewers tune in to the season premiere was considered a hit. Those numbers helped it become the first new show of the fall to be picked up for a full season, says Ann Oldenburg at USA Today. I did happen to be one of the 9 million as I’ve always liked Zooey Deschanel.
It wasn’t that long ago 9 million viewers put you in the bottom and sure cancellation after just a couple of runs. The all talked about ‘Glee’ which got the best slot of the year, the ‘Post Super Bowl’ airing had 26 million viewers, which sounds like a lot till you find out that in 2004 the ‘Friends’ post Super Bowl Episode had over 52 million viewers that tuned in.
Then let’s ask how many people had access to DVR that friends episode in ’04 compared to how many had access to DVR Glee? That number today would be 60% Percent of people that own a digital video recorder (DVR), says David Bauder at the Associated Press.
As a business owner contemplating marketing avenues you’ve seen the demise of print, TV has now joined the illustrious category and radio isn’t that far behind. The one positive regarding Television advertising that in a lot of markets TV rates have reflected their loss of audience. It’s more affordable than ever to advertise on TV, now affordable and getting an ROI are two different things.
It is discerning as an advertising agency and I’m sure as a business owner seeing dwindling numbers and ROI with traditional media. While new platforms open up just about daily, none of them has been a replacement to what print or TV used to deliver, and I don’t think any ‘one’ will ever be able to replace the numbers delivered by traditional media It’s doing more work having to be involved in more platforms just trying to stay even.
We’re living in a truly fragmented marketing society, with a lot of the platforms forming to run away from the traditional advertising that had paved the way for print, TV and Radio. A new generation is growing up that has been marketed and sold to since being in the womb. It’s a new era of marketing, which needs to be more targeted than ever. Creating new customers is only going to get more difficult so hanging on and making the most of your current customers is going to be crucial during these economic and dwindling traditional media times.