In the last decade, television has undergone a technological revolution that has not only changed the content being broadcast, but how 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 overcome early predictions, perhaps in the case of a simple metamorphosis.
Most people are still watching TV on the TV. The digital revolution is coming, but there is still much to do. This is the case in Spain, where the majority TV consumption remains at home, at the receiver and direct, and its measurement is performed through audímetros placed in 4,625 households by Kantar Media, representing the tastes of some 10,000 people. Tastes that make up the sample is extrapolated to the nearly 45 million people living 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 of content on YouTube is much higher.
People choose not to choose. To get the viewer to try new content needs guarantees it will be something worthwhile. In this decision affect advertising campaigns but above all, word of mouth.
However, audience measurement in this changing environment remains the real challenge. Despite the growing number of tools available, large international companies looking for the magic formula walk integrating analog and digital systems.
It is possible that the Internet, social networks, mobile telephony and the option of access content from multiple devices has strengthened the television industry. Now it remains to be seen how this chaotic welter of possibilities is ordered.
Thomas Tower Lendínez
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