TV stages comeback among viewers
Traditional media channels have experienced considerable upheaval in recent years, as digital channels have disrupted established formats like print and television. For public relations professionals, this has meant a sizeable shift in the way companies connect with the public. However, a recent study from Nielsen suggests that television might be due for a comeback, with…
Traditional media channels have experienced considerable upheaval in recent years, as digital channels have disrupted established formats like print and television. For public relations professionals, this has meant a sizeable shift in the way companies connect with the public.
However, a recent study from Nielsen suggests that television might be due for a comeback, with Australians watching an increasing amount of TV in recent months.
The quarterly Multi-Screen Report found that Australians are watching an average of 97 hours of TV every month. This figure is up by almost half an hour (26 minutes) from a year ago, suggesting people are continuing to consume televised media content.
Digital channels are also popular, although they recorded considerably less screen time than television. In fact, Australians are spending only an average of 39.27 hours online every month.
Smart devices were also used to view video content, although at a much lower rate – averaging just 1.56 hours every month. The average for all online video was slightly higher, averaging just over eight hours within a 30-day period.
Part of the reason for the significant growth in television content is the expanding number of exterior devices and increased functionality that accompanies new televisions. In-built systems like internet connectivity, coupled with set-top boxes that can record live TV, mean the range of entertainment solutions that can be accessed through a TV is increasing.
While this might suggest that traditional media is growing in popularity, the way people watch television has evolved in recent years. With more viewers avoiding advertisements by fast-forwarding through the breaks of a recorded TV show, the scope for businesses to communicate through this medium is shrinking.
As a result, corporate communications professionals will be more valuable than ever, as they find ways to reach an audience through both traditional and digital communication channels.
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