So what does it mean for broadcast TV?

Let’s start off with the fact that most of these statistics are off. Nielsen in order to figure out who is watching TV will get about 5,000 households to agree to be part of a “representative sample.” Estimates show that about 99million households have TVs in the United States, seems to me Nielsen isn’t covering a large portion of consumers. This research brought to advertisers and programming directors is worth billions of dollars. Advertisers pay to air their commercials on TV programs using rates based on the data provided and programmers use it to decide which shows to keep and which to cancel. So basically when it comes to TV broadcast, all of these mega advertising budgets and thousands of communication professionals are in the hands of this de facto measuring company. See that’s the main issue here. All these companies and networks use an inaccurate sample to determine whether or not a product is a business proposition.


Granted times have changed and younger audience members are indeed more inclined to use interactive solutions. But lets take the evolution of cell phones. It feels as if it were only yesterday when Michael Douglas first appeared on “Wall Street” using this big and bulky device. Twenty something years go by and even grandma’s use the latest mobile smart technology to take pictures of their grandkids. I understand it’s much easier for networks to play repeats of “Wheel of Fortune” but if we want to see any time a recovery in the economy they really do need to start changing their way of thinking. Networks should focus on a particular audience target, study their habits and build knew content for that skew. That older population that appears the prime target for networks today will be non-existent. And that younger audience that their bypassing will eventually become that 36 – 54 demographic. What broadcasters have to take into account is that many of these y generation members will have already built certain habits and perhaps watching TV as we know it won’t be one of them.


So to wrap it up, advertisers and broadcasters don’t be so closed minded. Study your target, create new content, no more cutbacks, if anything employ knew members, help the economy recover. Broadcasters you’ve already invested millions of dollars in technology therefore, use it to your advantage. All that video content that’s being produced on a daily basis upload it onto your site. Create knew products and target new members like Hispanics, Asians, etc. Advertisers don’t let the Nielsen’s fool you. Perhaps the best rating show isn’t the best outlet for your company message. Conduct your own research. Don’t let another company determine where you’re spending dollar should be invested. Once again, it’s all about creating content to drive action!