TV or Not TV?…That is the Question



 

As digital alternatives to old school communications continue to proliferate, you’d think traditional media would be taking a not-so-comfortable backseat to all the newfangled gadgetry. Surprisingly, however, the tried and true mediums are still hanging in there, some even maintaining their regal status.

Television is an excellent case in point. Despite its promise of wonders beyond belief, the Web has done very little to dethrone the tube, which clearly still is the king of entertainment and information. What the world is seeing instead of a digital conquest is the rise of ‘media multitasking’. Basically, this involves a kind of synergy between modern digital devices and television. As it turns out, a sizeable chunk of the human race favors using high-tech devices and televisions in tandem. A recent survey revealed that a staggering 80% of the respondents multitasked with mobile devices while watching TV. For these people, the TV-device ‘partnership’ enhanced the experience of both.

For media buyers, such a clear synergy suggests a need to focus their efforts on both the old and new mediums. However, the same survey revealed that 38% of the respondents believed that multitasking both enhanced their TV experience and became a distraction.

All of which suggests that while digital and online content may be drawing more eyeballs, marketers really don’t know how much of the information is being retained by these viewers. As many experts will tell you, an experience without focus usually is of subpar quality. So the key here is to devise marketing strategies that balance the potential of new media with the undeniable appeal of the old – in particular, television. Like it or not, the tube isn’t going away any time soon.

Do you have any questions or comments about media multitasking or about any other marketing topic? Feel free to send them our way. You can connect with the Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.