Audiences are leading the lean-back media revolution. Where are the advertisers?
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Let’s set the scene. The 1950s. A boom in affordable TV sets causes an increase in the number of small screens in homes across the United States. Families flock to their living rooms to watch new programming. With this boom comes the dawn of new advertising, as marketers can now directly reach consumers through TV program sponsorships, commercials and more.
Today, we’re experiencing a reboot of this lean-back media content that allows audiences to simply sit-back and enjoy.
Despite the fragmentation of media and consumers’ media consumption across platforms a topic that discussed at length at Advertising Week in NYC the television itself has a renewed and major role in the household: Hulu reports that 78 percent of their streams are on a connected or smart TV.
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