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With TV having the largest and broadest audience of all mediums, brands are still spending thousands - if not millions - of dollars for commercial ad space. We believe there is a smarter way to spend large marketing dollars on television - switching from traditional TV to advanced TV. LEAP Amp, a media amplification agency, put together this report to help brands understand how to make their marketing budget matter more when advertising on TV mediums.

Traditional TV

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WHAT IS TRADITIONAL TV?


Advertising on TV has long been the best way for marketers to reach a larger number of people at one time. While it is still an impressive medium, challenges are beginning to arise.

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WHAT’S WORKING


TRUSTWORTHINESS & PRESTIGE: Marketers and consumers alike, still view television advertising as more trustworthy vs. other traditional mediums such as radio, or out of home.


LARGE REACH: Traditional broadcast television still delivers as the largest mass-awareness available in a single buy.


GATHERING A CAPTIVE AUDIENCE: Traditional television users are in decline, but those using these services are more likely to be single-screen users

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WHAT’S NOT WORKING


COST: Aside from Super Bowl ads, the average reach to cost ratio is substantially higher for traditional TV.


TARGETING: Historically, hyper-targeting traditional TV ads has been very limited. Programmatic options are growing but are new to the space.


OPTIMIZING AND TRACKING CONVERSION IS LIMITED: Unlike digital media, we cannot optimize campaigns for conversions, such as walk-in traffic. These studies are available, and significantly more expensive than their digital alternative.

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90M


HOMES STILL HAVE CABLE OR SATELLITE SUBSCRIPTIONS

AND

70M


HOMES HAVE AT LEAST ONE CONNECTED TV STREAMING SERVICE

In Q3 of 2018, the amount of time 18-34 year olds spent watching traditional TV dropped to under 2 hours per day for the first time on record. This is a 17.2% decrease from the previous year.

- Nielsen Total Audience Report, Q3’18
 
Advanced TV
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WHAT IS ADVANCED TV?


Advanced TV is the umbrella term that refers to multiple forms of streaming TV content including Connected TV, Video on Demand, vMVPDS, etc. It is the catchall term for all forms of TV not watched through broadcast, cable or satellite connection.

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Connected TV
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WHAT IS CONNECTED TV?


A television set that is connected to the internet via built-in capabilities or an OTT (over the top) device, such as an Apple TV or Roku.

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how viewers watch on connected tv

01


PICK AN INTERNET CONNECTED TV DEVICE

 
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02


SELECT A CONTENT PROVIDER APP

 
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03


WATCH YOUR CHOICE OF VIDEO CONTENT

 
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74% OF HOUSEHOLDS
HAVE CONNECTED TV

60%


SMART TV

37.3%


GAME CONSOLE

32.4%


ROKU

16.8%


GOOGLE CHROMECAST

26.6%


AMAZON FIRE TV

17.3%


BLU-RAY PLAYER

13.2%


APPLE TV

 

U.S. CONNECTED TV USERS (MILLIONS)

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93%


OF CORD-CUTTERS

AND

84%


OF CORD-NEVERS

STREAM VIDEO CONTENT THROUGH THEIR TELEVISION.

CORD-CUTTERS AND CORD-NEVERS, 2018-2022 (MILLIONS)
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Viewership Trends
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REACHING AUDIENCES WHERE THEY VIEW VIDEO
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17%

CONNECTED TV

smartphonr
51%

SMARTPHONE

tablet
17%

TABLET

desktop
14%

DESKTOP/LAPTOP

IT’S ALL “TV” TO VIEWERS

24%


THINK STREAMING FROM THE INTERNET IS A BETTER EXPERIENCE

54%


SAY BOTH VIEWING EXPERIENCES ARE THE SAME

22%


FEEL THEIR TV SERVICE PROVIDER IS A BETTER VIEWING EXPERIENCE

HOUSEHOLD SHARE OF TV VIEWING TYPE BY DAYPART
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Advertising On TV
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BENEFITS OF ADVERTISING ON CONNECTED TV
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OTT
PROVIDERS

 
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CONTENT PRODUCERS/NETWORKS

 
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DISTRIBUTORS
/EXCHANGES

 
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note: not an exhaustive list of inventory access, used for example purposes

USER EXPERIENCE EXAMPLE: CONNECTED TV