Who Needs A TV Guide?
In the modern digital age, local live TV lives on and still remains a force to be reckoned with, even with the option to record programs and watch them later. Advertisers should not let the growing digital market and time-shifted TV services stop them from spending on local live TV, because together the mediums are stronger than either is on its own. Less than a decade ago the majority of viewers watched their programs as they aired. Now, with on demand technologies, online streaming, and DVR recording, it would seem viewers are choosing to watch programs at a time that is convenient for them. But even with these new ways of watching, local live TV viewing is at all time high. According to www.nielsen.com, adults aged 18+ spend up to nine times more time watching Local TV vs time-shifted TV.
|Avg. Min. Per Day Watching TV (A18+)|
|Watching Live TV||Watching Time-Shifted TV|
|Q3 2014||272 min||30 min|
|Q3 2013||284 min||28 min|
|Q3 2012||290 min||24 min|
|*Nielsen December 2014|
Local stations are finding alternative ways to reach this split viewership – both live and delayed – by measuring their digital traffic and finding new ways to drive that during their local programming. According to the Pew Reasearch Center, local television newscasts in the US are suffering from “shrinking pains,” just like the local newspapers did before them. The limitations of local live TV reporting have made stories shorter leading to the average viewer losing interest or wanting more details and then seeking out online sources. What local stations are doing combat this dip and keep the viewer engaged in its network/station is focus on driving the viewer to their website where they can learn more about the stories that interest them the most. Viewers can watch extended clips and interviews, stay up to date with breaking updates, and connect with other viewers through comments.