Contrary to what everyone thinks, Local live TV Lives On. In the modern digital media age live TV is still a force to be reckoned with, even with the option to record programs and watch them later. Advertisers should not let the growing digital media take the place of local live TV advertising, because together the mediums become a stronger giant than either are on their own.
Less than a decade ago, the majority of viewers had no choice but to watch their programs as they aired. Now, with on demand technologies, people have the option to watch them at a time that is convenient for them. Despite this 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 live TV stations are finding new ways to account for the split viewership – both live and delayed by measuring their digital traffic are using the local news to drive it up. According to the Pew Reasearch Center, local live TV 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. This has lead to the average local news viewer’s teetering interest and they change the channel. What local stations are doing to combat this dip and keep the viewer engaged in its station is inviting the viewer to the station’s website where they can learn more about the stories that interest them more. Viewers can watch extended clips and interviews, stay up – to – date with breaking news and connect with other viewers through comment sections. Using these techniques, a local live TV station does not need to split its audience between live and delayed viewing.