Television, like most media, is changing. In many ways, it has already changed and advertisers have had to adapt to how they use it.
It’s clear that regular TV (or ‘linear TV’ - meaning standard broadcast with set ad breaks and spots) is still delivering the numbers. Shows like Love Island still pull in an average of over 2.5 million live viewers meaning big opportunities for brands to take advantage of the hype.
Even old-school classics like Coronation Street still pull in gargantuan numbers. They routinely have a 4 million strong live audience. Meaning ad spots in the breaks around Corrie are at a premium, but for good reason.
Of course millions more also watch these programmes in different ways, via catch-up services, through digital box-set collections, and even through piracy (the Game of Thrones series premiere in 2019 was illegally downloaded around a billion times).
And it’s these new ways of watching TV that has affected advertising. Today, we’re able to target more efficiently because of audience data collected via the various platforms.