BY Denise Gibson
The latest research shows consumers watch 24 hours of TV a week. That’s close to 3.5 hours a day. But these numbers also reveal a trend—consumers are watching less TV compared to last year. That means your accounts must develop the right strategy for their local TV advertising.
What Consumers Are Watching
The new Optimum TV study reveals how consumers are watching their favorite content. Around 25% of households only have streaming services. This statistic speaks volumes about how quickly the technology is finding favor with consumers.
About 75% of households use both traditional TV and streaming services. At this point, it’s important to note that 60% of viewing time goes to streaming and 40% to traditional programming.
The study also shed light on the types of programming people prefer to watch by source. For example, consumers enjoy watching movies and shows on streaming services. The appeal of being able to binge an entire season of shows in a short time period is undeniable.
Optimum’s findings are echoed by the “State of Media, Entertainment & Tech: Viewing Behaviors 2025” report from Horowitz Research.
Horowitz Research analysts dig a bit deeper into the demographics of TV-watching consumers. The viewers of live local programming are typically age 50 and up. But younger consumers tune in when there is a must-see live sports event.
But traditional TV rules when it comes to other forms of programming as well. People prefer that format for political news. And they believe traditional TV delivers that entertainment for them. This type of programming is also a great vehicle for local TV advertising.
The competition from streaming TV
Consumers continue to monitor their entertainment budgets. As streaming has expanded market share, analysts report the format has now entered the mature phase of the business cycle. No longer being in hypergrowth mode means that providers must focus on features and value to attract and retain subscribers. The adjustments made by streaming services will pose a challenge to local TV providers.
Consumers show more willingness to watch ads on their favorite streaming platforms, in exchange for lower monthly fees. The data shows that the ad-supported plans offered by Netflix and Disney are growing rapidly. Over 1/3 of subscribers for these services are now on an ad supported plan.
To gain additional market share, analysts expect streaming services to begin offering more live programming.
Viewer attention and multichannel advertising
One detail that marketers must keep in mind is distraction. The TV may be continuously on at work or at home. But that doesn’t mean consumers are devoting all their attention to the programming or local TV advertising.
Viewers admit that they are eating, cooking and talking with others in the room while a program is running. They are also likely to be browsing on their phones or texting while watching TV. This behavior means your accounts must develop attention-getting advertising. A TV ad may capture the interest of the target audience. But that’s only the beginning.
TV viewing makes up only one part of a consumer’s media day. This important detail means that your accounts expand to other media formats with consistent messaging to make multiple impressions on their target audiences.
The power of local content
Media sales reps can work with advertisers and content developers to tap into the consumer demand for local daytime content.
Analysts report that some stations are running live local sports broadcasts. And stations are covering local news events, sometimes live, to reach viewers. Consumers believe in the power of local media, and they will notice local TV advertising. According to AudienceSCAN by AdMall, 17% of Video Game Console users report that local media “allows them to access perspectives/opinions” that differ from theirs.
TV advertising response
AudienceSCAN by AdMall data reveals which forms of advertising have influenced consumers to make a purchase. For the first time, users can now see how the percentages have changed in the past five years for all U.S. adults and for specific audiences. Profiles on over 1,300 audiences show how advertising sways consumer actions.
Conclusion
Local TV advertising matter now more than ever. When you accounts buy media time during the right programs, they can increase awareness and influence purchasing decisions.
Image by August de Richelieu on Pexels.
