We're Seeing the Evolution of TV, Not Its Decline
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A cup-half-empty view of fragmentation frowns over dwindling linear ratings and the challenge this presents to creating broadbased brand awareness. Many are nostalgic for the communal experience of TV’s past. Brands have a rich history of using TV commercials to create moments aligned with public consciousness, and the very best created the vaunted watercooler effect.
In an environment where tens of millions of Americans are not necessarily watching the same programs and the same commercials at the same time, it is more difficult for TV to spike omnipresent conversation, but there are alternative mechanisms to amplify commercial messages online.
This is why large-scale live events like the Super Bowl, the Olympics or awards programs have become even more premium. And surely, it was easier to just buy big ratings in days past. But chasing these scarce opportunities is not the only way. We can intelligently segment and activate very specific audiences and then reaggregate them for mass scale. And because smaller audiences are typically less expensive than larger ones, this can be the more cost-efficient and effective path.
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