Samuel Scott's presentation on the future of TV at CASBAA's November 2017 annual conference in Macau, China.

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TV is Not Dying
It’s Lies, Damn Lies and Bad Media Statistics

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What Have We Seen?
15 Years of Hysteria and Bullshit

4. 2003 — TiVo
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5. 2013 — Cord-Cutting
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6. 2016 — Netflix
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7. 2017 — YouTube TV
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8. 2017 — Amazon Streams Football

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The Truth
Let’s Look at the Objective Data

10. US comScore
● Live TV consists of 84% of total TV viewing time

11. US comScore
● 15% are “streaming only.” Most use streaming as a supplement

12. US comScore
● For every hour streamed, people watch more than five on live TV

13. US comScore
● Live TV still dominates, even among the heaviest users of streaming television

14. US Nielsen
● People spend the majority of this time watching live & DVR television

15. UK ThinkBox

16. UK ThinkBox

17. UK ThinkBox

18. NFL on Amazon Prime
1%2%
97%
TV Amazon Prime Other
TV — 14.6 million
Amazon — 372,000

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Why Do People Believe the Hype?
Dispelling the Delusion

20. UK ThinkBox: Marketers Are Not Normal

21. Example — Social Media
“Not everyone in advanced economies
is using social media”
- Pew Research Center, April 2017

22. People Change Media Habits
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vs.

23. US Nielsen: Youth Like Radio More
“Past performance does not
guarantee future media results”
- The Drum

24. UK ThinkBox: Think About the Future

25. It’s the Economy, Stupid

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TV is Still the Best Advertising Medium
Good News

27. UK ThinkBox: The Impact of TV

28. The Impact of TV

29. ThinkTV Australia,
September 2017
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The Impact of TV

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The Impact of TV

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The Impact of TV

32. TV is Best for Brand Advertising

33. TV is Best for Brand Advertising

34. TV is Most Efficient

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A PR + Communications Campaign
What TV Needs

36. A PR + Communications Plan
1. Be Proactive
Don’t let digital advocates frame the debate
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37. A PR + Communications Plan
2. TV is Not Dying…
It’s having babies
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“Death of TV Continues Not to Happen” - Ad Contrarian Bob Hoffman

38. A PR + Communications Plan
ABC CBS NBC
CBSO YTAMZ
FOXCNN MTV FAMHSN VH1 COMESPN CNBC
VUDU ABCOBLZ FEEI FMOEPXNTFX HULU ACRN HBONBCO PLS

39. A PR + Communications Plan
3. Total TV Time
Remains the Same
But the time is fractured among
more programs & platforms

40. A PR + Communications Plan

41. A PR + Communications Plan
4. People Will Always
Want Cheap TV
Entertainment
Regardless of the source

42. A PR + Communications Plan
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5. TV Beats Online Ad Campaigns
No viewability issues or fraud
Numbers are audited
Figures represent real humans
No tracking or surveillance marketing

43. Thank You!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
!
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
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For reference: This column and this one of mine at The Drum