George Entwistle, Director of BBC Vision, has written for The Guardian on the changing nature of TV viewing, and how those who proclaimed the internet would spell the end of television have been proved wrong.
Understanding the changing nature of TV viewing is important if marketers are going to plan create TV campaigns that reach out to the target audience across all the methods of consumption available. Entwistle’s article states:
- The amount of UK TV viewing has risen every year since 2006.
- iPlayer counts for 1.6% of BBC TV consumption, but this percentage rises dramatically for certain types of programmes.
Entwistle also highlights the relationship between TV and social media, focussing on how TV output can fuel the online conversation.
From the article:
During this year’s The Apprentice the BBC saw some remarkable new-media data. The programme’s website recorded over half a million hits in the first week; across the series there were over 15m views of the show online; and on the day of the final episode, Twitter recorded more than 150,000 separate mentions. We’re discovering that TV generates and amplifies complementary activity online and on social media.
Source: The Guardian — New media gains offer mutual benefits for television