Mythbuster: Ignoring the 'still' majority

Les Binet and Sarah Carter
DDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like ignoring the 'still' majority.

We attended a conference by Thinkbox (the UK body responsible for TV advertising) the other week. There were a number of great speakers and an interesting session at the end giving useful facts on the current state of the UK TV market.

One headline struck us as particularly fascinating: 90% of all TV programmes are still watched live. When you consider how much TV technology has changed, this is quite remarkable. Despite on-demand viewing, digital recording and the ever-growing range of devices that TV' can now be viewed on, people still mostly choose to watch TV in the good old- fashioned way.

However the next day's headline in the Financial Times told a rather different story. 'Rise of TV on-demand poses ad challenge. Tenth of viewings now time-shifted' it thundered. A quarter-page of copy outlined this brave new world of time-shifted TV, completely ignoring the 90% 'still live' story.