Appointment TV is gone but your audience is still watching. You just need to reach them differently
I watched the hockey playoff this week, It was the first time viewing live TV in a while.
Playoffs, Sports and a few special events are still tent pool events that command live viewing. After those few programs, it is mostly about on-demand viewing and the choices are profound.
This is exactly the average Primetime demo rating has plummeted to around 2.5. People have not stopped watching, they just have shifted to watching what they want when they want.
As an 8-year-old, I can remember waiting for Sunday night so I could watch Wonderful World of Disney and Mutual of Omaha Wild Kingdom (Marlin Perkins never did any of the hard work).
As a young adult, Thursday nights were reserved for Friends, Seinfeld, and ER that well over 20 years ago.
Today, I don’t even know what is on TV tonight. I just tell my Alexa what I want to watch.
Appointment TV is long gone.
It is time to shift from buying programs hoping your potential customers are watching, and start building audiences made your best prospects.
A win for viewers and marketers