Ad-Supported Media Continues to Rule as TV Continues to Evolve

In 2017 86 of the share of time adults spent on media platforms was with adsupported contentamp160 This usage was relatively flat over the past decade off slightly from 2002 where the share was 89Despite the proliferation of devices into the media ecosystem engagement with adsupported content has kept pace even as penetration percentages for newer platforms have grownTime spent with adsupported content has grown and maintained a consistent ratio with overall time spentamp160 Consumers are actually spending more time with media increasing by more than 25 hours between 2002 and 2017TV continues to evolve as consumers are increasingly electing a combination of services to subscribe to and devices to meet their customized needs for contentamp160 The availability of different program delivery options is causing a generational shift in how and which devices are used to consume contentIntrigued I asked the following questionsCharlene Weisleramp160 Any surprises in the results of the studyPeter Katsingrisamp160 Sometimes the surprises come not in the change but in the consistencyamp160 I wasn39t particularly surprised by the findings because I39m always analyzing media behaviors and we know that time spent by adults 18 is still strong on radio and TVamp160 However between internet connected devices on the TV set as well as mobile digital devices there39s room for growthamp160 As most of traditional television and radio are ad supported it made sense that the majority of time would be spent on adsupported contentamp160 Same too in digital where time spent on social media platforms also accounts for adsupported platformsWeisleramp160 Why do you think adsupported content continues to be popularKatsingrisamp160 I don39t think consumers think about it that wayamp160 They just want to read listenamp160or watch their favorite channels stations apps or sitesamp160 Most of those happened to be adsupported outside of some subscription based streaming servicesamp160 For publishers advertising is a key part to their business and they continue to innovate how to create the best experience to help brands reach consumers and to bring relevance and value for consumersamp160 Who knows maybe we will see non adsupported content or platforms create alternative adsupported models in the future as a way to create additional revenue streamsWeisleramp160 Is there a demographic component to the resultsamp160 What is the relationship of younger viewers vs older viewersKatsingrisamp160 The data study was based on adults 18 so I can39t speak to demographic differences in the context of this data exactlyamp160 Generally speaking younger audiences are obviously more in tune with newer and nascent forms of media and interact differently than their older counterparts They tend to be more tech savvy and have a more diverse quotpalatequot of consumption so to speak meaning that there39s an abundance of ways they can be reachedWeisleramp160 How can adsupported media continue to hold onto viewersKatsingrisamp160 I think this is a challenge for any content provider adsupported or notamp160 It39s often said that quotcontent is kingquot and I think that sentiment holds true in many instancesamp160 If something is produced that39s worth listening to watching or reading consumers will gravitate towards that Advertising has to serve the consumer and when it comes down to it it39s all about delivering on relevancy and creating positive memoriesWeisleramp160 How much multitasking is going on and how does that behavior trendKatsingrisamp160 The study did not go into multitasking but on a broader level consumers are definitely interacting with more platforms and spending more time overall with media as wellamp160 I think that is why it39s important for marketers to have solid and pinpointed crossplatform and social strategies and for content to be measured across nontraditional channels which is the value that Nielsen39s Total Audience framework bringsWeisleramp160 Where do you see adsupported media going in the next five yearsKatsingrisamp160 While we don39t project forward based on this trend over the past 15 years it has potential to stay in a similar rangeamp160 It all depends on how the business models evolve and adapting to the changing landscapeamp160 The world of media and advertising has certainly changed and there is definitely a multitude of new ways for people to interact with media and for brands to reach consumersamp160 Adsupported content has been a staple in the media industry for quite some time which is a testament to how impressionable across decades it truly isamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

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Ad-Supported Media Continues to Rule as TV Continues to Evolve

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Charlene Weisler

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