Televison still provides the best vehicle for viewing programmes

9:18 AM, 27 February 2014

Stories of the likely demise of television overlook a key element. While viewers may be changing their habits with video on demand and time-shifted viewing, the television screen continues to provide the best viewing experience. A new British study can reassure ANZA members that television sets still remain the preferred device to watch programmes.

According to data compiled by the Broadcasters' Audience Research Board (BARB), and recently released by Thinkbox, the vast majority (98.5%) of British TV viewers said that they continue to prefer watching programmes on a television set as opposed to other mediums.

Lindsey Clay, chief executive of Thinkbox, said: "New screens are making TV even more convenient for viewers and creating new opportunities for advertisers the more we learn, the clearer it becomes that [this] will remain our favourite way to watch TV especially as on-demand services become more available on the best screen."

Given the investment in new television screens as a result of new technology and the digital switch-over, should we not expect that New Zealanders will continue to value the experience provided by these screens.

The UK experience is replicated in research from the US suggests that we still have a long way to go before traditional television viewing is less favoured. Currently,

Consumers (Aged 2+) spend 93% of Their Total Video Time With TV (Nielsen USA Cross Platform Report 2013)

Mobile Video is on the rise but currently represents just 4% of Total Video Time, even in the US (Nielsen USA Cross Platform Report 2013)

Watching video on a computer currently represents 4% of Total Video Time(Nielsen USA Cross Platform Report 2013).

(http://marketingweek.co.nz/2013/11/the-changing-face-of-television/)

Find more information on the British Research findings here




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