We were working on a project for an associate the other day, putting together some models to address the question “how much does it take (in terms of rating points/dollars) to do an effective job in television.” Certainly it can be an open-ended question as needed frequency levels can vary by product or service. But in constructing rating point models, it becomes increasingly clear how much basic TV screen viewing skews older, and how important it is for media strategists to make sure all segments of a target audience are reached using media that the target interacts with.
As an example, a TV plan of 600 points distributed among the eight major dayparts delivered an 88% reach, 6.8 frequency to A35+, 750 points to A50+ (95% reach, 7.9 frequency) but only 335 points to A35-49 (65%, 5.2 frequency). While daypart distributions can be adjusted to target more in program areas that younger viewers watch, the fact is that younger viewers are interacting less with traditional TV screens and more with alternate screens such as Hulu and YouTube, to name a few.
As we have mentioned in other Media Plus blog posts, we talk “screens” – not to be trendy, but to be realistic. While traditional TV viewing (broadcast or cable) will continue to play an important role in media strategy, there are other avenues for client produced video content that follow the target to their preferred viewing platform. These are particularly important considerations for marketers with an older customer base who need to switch up strategy to introduce their product/service to a millennial audience.
Check out this article from the LA Times. It provides interesting insights into the TV to online video viewing shift.
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