Why do people watch so much television and video? Implications for the future of viewing and advertising

Patrick Barwise, Steven Bellman, and Virginia Beal

Television and video watching over the past 25 years has increased while other media consumption has declined.

MANAGEMENT SLANT

  • Total television and video viewing is increasing because it meets basic human needs, especially for relaxation and escape, while new technology offers increasing viewing opportunities and the population continues to age.
  • The challenge for advertisers is not that people will stop viewing but that reaching them efficiently across different types of viewing increasingly will require integrated measurement and technology to optimize a combination of traditional television, targeted television, and online video.
  • Television and video advertising creative content should aim to minimize advertisement avoidance by matching viewers’ needs for relaxation and escape, entertaining them rather...

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