The television viewer, a creature of habit – Online

In the last decade, television has undergone a technological revolution has not only changed the content to be issued, but the way they are consumed. Just as has been the case with all major media throughout history, the most ominous foreshadowed the death of television at least as we know it. But surpassed early predictions, perhaps in the case of a simple metamorphosis.

This week, more than 250 specialists in measuring television audiences, advertisers and agencies in 30 countries around the world have gathered in Madrid’s 19th European Symposium on Television. The event organized by ASI (Advertising Seminars International), industry professionals have analyzed the state of affairs trying to predict the future of the medium. Curiously, although the audience now has access to more channels, more programs and new tools and devices to consume virtually where and when you want, have hardly changed their habits.

“ Most people still watching TV on TV . The digital revolution is coming, but there is still much to do, “explained Richard Marks, director of research for ASI and presenter of the day dedicated to the medium. Because television is still the most super middleweight followed by viewers and the most trusted by advertisers. And the old truths about TV consumption still met despite the changes.

“People still prefer to see scheduled television. In the UK 75% of TV content is live. This is the major entertainment consumed because it is family or just to fill the gap” Margo had Swadley, head of BBC television audiences.

Among the reasons, Swadley said that television meets effectively and cheaply basic needs such as socialization, synchronization or sensory stimulation. “People prefer to watch TV and live in groups, but sometimes have to sacrifice choice of content to talk about it (…) Also, size matters: they prefer to watch TV on the largest screen available” he said.

This is the case in Spain, where the majority of television consumption remains at home, in the receiving device and live , and its measurement is made by people meters placed at 4,625 homes by Kantar Media, representing the likes of some 10,000 people. Tastes from the exhibit which is extrapolated to the nearly 45 million people in our country for statistical application.

The exception, as expected, are young people between 16 and 24 years, among whom consumption demand video and playback on YouTube is much larger . “But will they too get older, too much work, they come home tired and become programmed to consume television,” said Swadley. Something that draws a viewer rather conservative and somewhat vague.

“People choose not to choose. To try to get the new content viewer requires guarantees to be something worthwhile. This decision is influenced by advertising campaigns but, above all, the word of mouth” said Konrad Collao, agency founder Kraft Strategy. Or in the connected world of social networking.

“In the last year in Spain, we recorded 77 million tweets on television made by 4.7 million unique users by 110 million to 13 million users in the case of the UK, and most were made during the broadcast of the programs, “said Carlos Sanchez, director of Kantar Media Social TV. But the big question is: can the volume of tweets influence television audiences? The answer is yes. “Activity in Twitter it was a positive impact on 11% of UK programs during its broadcast, an impact which resulted in an increase of 2% of the audience,” he explained. However, these metrics do not yet distinguish between praise and criticism for what it all adds up. In other words: they speak, even if wrong, but speaking

However, audience measurement in this changing environment remains challenging.. Despite the growing number of tools available, walk large international companies seeking the magic formula that integrates analog and digital systems . Or the expression heard during the symposium: hybrid systems. “Although not in a majority, television also consumed deferred to other devices and via the web on your computer, tablet or mobile. This extension is not a huge phenomenon, but it is growing and the sector concerned about how to get to integrate this measure, “Pablo Alberto, CEO of Kantar Media measurement company in Spain said.

It is possible that the Internet, social networks, mobile telephony and the option to access the content from multiple devices has strengthened the television industry. Now it remains to be seen how this chaotic welter of possibilities ordered.