Italy leads in TV viewing while the British lead in online
video viewing. This is according to statistics collected in 2015 by HIS Markit.
The study sought to compare TV viewing behaviour in Spain, Italy, UK, France
and Germany. On average, every Italian was noted to spend 4hrs and 22 minutes
per day watching TV. This was an increase by 18minutes over the levels recorded
in 2014. The second largest market for linear TV viewing was Spain where the
average was 234minutes per person per day. This was a drop to its lowest level
since 2010. In the third position was France at 3hrs 44mins. In Germany,
viewing time per person per day was rated at 3hrs 30mins while in UK, it was at
3hrs 7mins...
The implication of the finding above is that organisations
in Italy have at least 1hr in TV viewership than their counterparts in the UK.
This means that advertisement on TV ought to be more valuable and possibly
produce higher returns than TV adverts in the UK. The assumption is,
nevertheless, dependent on other extraneous factors such as the size of the
economy among others. For example, even though the proportion of UK consumers
viewing TV at a time is less, the purchasing power of UK consumers is much
higher than in Italy. The UK is therefore likely to yield greater results than
Italy; even though the latter can be reached more effectively through linear
TV. It should also be noted that the trends can be an important guiding factor
for future planning. While Italy’s TV viewership was increasing, the trend was
different in countries such as Spain with the levels declining to the lowest they
have been since 2010. A strategic marketer would want to consider such trends
when allocating marketing budgets since it is most prudent to opt for mediums
that are attracting the attention of the consumer.
Trends in online video viewership were different from the
linear TV ones; and significantly so. For instance, the UK online video viewing
had grown by 25.7% in 2015 to 9mins 24secs. In Spain, the online viewing grew
by 20.8% to 8mins 49secs per person per day. The online viewing time was
highest in France where it had grown by 17.9% to 23mins 54secs.
From the trend discussed, online video viewing has been
rising and is projected to continue rising. It presents an opportunity for the
marketers to pursue online marketing. This platform tends to be cheaper and
also easier to integrate with other systems which directly direct the consumer
to customer service officers for personal handling of inquiries. This is in addition
to online platforms being easy to customise.
But it should also be noted that inasmuch as online video
viewership is growing, the disparity between it and linear TV viewing is very
high. For instance, online viewing for Spain is 8mins as compared to 234
minutes of linear TV. Similarly, online viewing for UK is 9mins while linear TV
viewing is estimated at 187minutes per person per day. This means that linear
TV continues to be significant and is unlikely to completely be replaced by
online viewing any time soon. This creates a case for strategic marketers
holding on to some of these traditional forms of marketing in spite of strides
being made in the digital world.
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