September 3, 2008

Television will be the first traditional media medium to fall

Duncan Riley:

The move away from traditional, or mainstream media is currently accelerating as more and more people switch to the internet for their information and entertainment. Sales of newspapers are declining, radio advertising is down, and television viewers are switching off in record numbers.

It's popular in the blogopshere to argue that newspapers will eventually fall, and radio is hardly popular. However, given the current marketplace, television will be the first traditional media medium to completely fail, where as radio has some life left in it yet. Newspapers will survive, but the newspaper of tomorrow will be markedly different.

The great Television switch off

The television switch off is real. In the United States, 2.5 million viewers switched off in the spring on 2008 compared to the same time in 2006. Statistically this is only a small percentage of the overall viewing audience, but among those still watching television, the amount of television they watch each day is declining.

The decline in television viewing is stronger among younger statistical groups. In Europe, a 2005 study from the European Interactive Advertising Association found almost half of 15- to 24-year-olds are watching less TV in favor of browsing the web. A study reported in The Guardian in 2007 headlined with "Young networkers turn off TV and log on to the web." The television switch off in the United States among younger people has seen the average age of a TV viewer increase to 50.

Posted by jez at September 3, 2008 8:27 PM | Subscribe to this site via RSS:
Posted to Advertising | Media