Over 90% of all TV viewing is still with viewers watching live television.
Despite the pervasive nature of the internet and the growth of online options for viewing television programming, 91% of television viewing is live on a television set. A recent study by TVB, a TV-based marketing group for stations, indicates that 1.5% of TV viewing occurs online. And only 7% is time shifted. The remainder is live traditional TV viewing.
Research has shown that TV usage has actually grown 8% over the past two years and the study indicated television is still the media most influential in making purchasing decisions for adults 18+ at 37.2%. Newspaper was most influential with 10.6% of those surveyed and the internet at a surprisingly low 5.6%
So despite all the talk of the demise of television as an effective advertising medium, research indicates exactly the opposite. Online viewing and the use of DVRs and ad skipping have had a much smaller impact on consumers’ viewing habits than has been predicted. Traditional television viewing is indeed strong and influential. Healthcare marketers can still have confidence in investing dollars in television. Especially since it is still renders the largest influence of all advertising mediums. Television is alive and well.
Another important finding was that 51% of adults stated a television commercial prompted them to go online for more information.
Again, research indicates the importance of integration and convergence. As consumers regularly access not one, but two or three screens at once, its important that our marketing efforts are integrated and converge consistently over all mediums for maximum effectiveness. While consumers watch television traditionally, it’s extremely likely they also have a laptop open and available as well as a smartphone sitting beside them, both for internet and social media use. To have a presence and consistency over all components of these mediums can exponentially improve the effectiveness of each. And it can certainly build and enhance our hospital brand.