Over the last 10 years, we’ve been told that TV is dying. Everyday, news of its demise has been expected – especially by the more hysterical breed of digital zealot. Tivo, YouTube, Hulu – it was all going to kill TV like Bobby shot JR.
So how come we’re watching more of it than ever?
TGI recently showed that 99% of ALL video was watched on traditional television. That’s ALL video – including YouTube, virals, Hulu et al.
What’s more, viewing figures in general have risen 3.79% year-on-year since 2005 – especially amongst heavy internet users, ironically.
For creatives this is great news. It means that the greatest, most vivid, most impactful, most evocative medium is still open to us.
Personally, I don’t believe the 30-second TV spot is yesterday’s format. I believe that when it’s used to communicate clear product truths in a clear, compelling and creative way, it works better than any other. And it offers us the chance to bring ideas to life in a way no other can.
Just look at Apple’s beautifully simple work. Look at the Meerkat. Look at Cillit Bang (just joking).
On a smaller scale, our own work for Twycross Zoo has had a huge impact. Visitor numbers rose by 132%, Google search for the zoo went up by 131%. And it won a raft of creative awards too.
Next time you hear the death knell for TV, just look at the facts, then look at ads like Guiness’s Surfer – and don’t for one minute think it represents the end of an era.
May 6th, 2010
