Scheduled TV surges as on-demand becomes on-command
| 02 September 2014
The notion that TV is all about compelling content has been confirmed by Carat research showing a marked shift back to linear schedules for UK viewers at least.
CaratThe survey of 11,000 British consumers conducted by CCS revealed that just over a third (35%) of people now actively plan evenings around the TV schedule despite the plethora of VOD, OTT and TV everywhere alternatives available. This represents five million more people than four years ago when Carat said on-demand TV began to ramp up.
Interestingly, Carat believes that this shift away from the high-tech alternatives is actually being fuelled by the uptake of social media. The survey cites viewers using such media to comment upon appointment-to-view (APT) TV shows while the show is airing – not in the week afterwards. In all, CCS found that 57% of people are second-screening in some way while watching linear TV, and a third are commenting on Facebook or Twitter about what they're watching during the show. A fifth say that their friends and family have had a big influence on their TV viewing – compared to only 5% in 2010.
Commenting on the rise of what may be a new phenomenon, Steven Ballinger, head of media investment – Amplifi @ Carat, said: "TV on command is all about the reinvention of the water cooler moment - the "real-time water cooler moment". The mix of appointment to view (APT) programming and social media means that people are moving from passive to active viewing. Being part of the conversation during the latest battle in Game of Thrones or a terrible audition in BGT with friends and strangers hugely enhances the experience for the consumer.
"This drives huge opportunities for advertisers. It turns their advertising from a monologue to a dialogue. Using second-screen apps such as AdSync or Shazam, which allows the user to access more content, creates more dwell time for consumers with the brand. It also helps to drive the consumer closer to the point of purchase. Something advertisers have been trying for a while with more traditional TV advertising methods."