A report written by Apache Digital and Appinio signals the fall of traditional television compared to digital channels. Therefore, users need to implement new strategies to reach the audience.
In recent years there has been more talk the decrease in consumption of traditional television compared to digital channels or streaming platforms. This involves researching and implementing new strategies by advertisers to reach audiences effectively.
The report “New consumption habits and advertising effectiveness” prepared by Apache Digital (part of LLYC) and Appinio, confirms the decline in consumption of linear television compared to these new models. Less than 42% of respondents admit to viewing this format on a daily basis. Furthermore, as the results show, the linear TV channel is perceived by all groups as the most saturatedwhich leads to disconnect in ad units and advertising is less effective.
The consumption of traditional television is decreasing, 25.8% of respondents say they watch television little or, at most, several times a month, favoring digital channels. This is why the advertising industry has to look for new ways to reach audiences.
The number of linear television consumers in Spain is decreasing
The report reveals new data on the consumption of linear television, that is, the one that is viewed for free at the time of broadcasting, shows a marked decline compared to digital television. Either open or by subscription. 41.7% of respondents admit they watch this traditional format every day. On the other hand, 24.5% several times a week and 8% once a week. The remaining 25.8%, who barely watch TV, are divided into: 6.5% several times a month, 3.1% once a month, 5.5% less than once and 10.7% not. never sees it.
How to reach the public in the new context
The public has changed their consumption habits. 72.4% of respondents consult social networks on a daily basis (Instagram, Twitter, TikTok, Twitch, etc.). In the case of traditional television, this figure is only 41.7%.
As for advertisingrespondents believe the channel Linear TV it is perceived by all groups as the most saturated and is, in most cases, associated with negative attributes. On the contrary, digital channels they are related to positive terms such as entertainment or innovation. In addition, the social advertising format works better because it is less intrusive and the ads are remembered much more.
Consumers reveal that linear television consumption decreases, this trend will multiply. But this group with little exposure to television is on social media, and rate YouTube as a channel with a positive advertising memory. hence, the mix media is one of the main options for reaching audiences efficiently, with a particular focus on the digital channel.
Jesus Moradillowho is the CEO of Apache and Europe DDB General Manager of LLYC, stresses that “companies need to start rethinking a mix of means, since the changes will accelerate in the medium term ». He adds that “the lower consumption of linear television is an upward trend that will be multiplied by the following exponential evolutions that we are experiencing in the digital and media world”.
Livia MironDirector of Appinio Iberia, stresses that “optimization and advertising efficiency are achieved thanks to TURF, a method that calculates with which combination of channels each person in the desired target group could be reached and how often”.
