JC Lupis | Marketing Charts | Tue, 12 Aug 2014 14:15:37 +0000

The ways by which Americans watch TV are changing and the evolution of TV is a topic of considerable debate, driven by TV’s dominant stature as an advertising medium. A new MarketingCharts Debrief, “TV in Context: Viewing Trends, Ad Spending, and Purchase Influence” [download page] examines the current state of TV in the US, placing Americans’ traditional TV viewing trends and marketers’ spending on TV ads in the context of the broader undercurrents shaping the TV industry.TVinContextEntry

Research contained in the Debrief finds that even as consumers become increasingly device- and source-agnostic for their video entertainment, the preponderance of data casts a serious shadow over “TV is dead” prognostications. For the time being, new viewing habits are having a relatively modest effect on traditional TV, which continues to draw both consumers’ attention and marketers’ advertising dollars. And with good reason: multiple pieces of research suggest that TV ads wield considerable influence over consumers’ purchase decisions.

This Debrief presents insights for marketers from three angles, by:

  • Analyzing the landscape of TV consumption and its current trends;
  • Measuring TV advertising spending and growth rates; and
  • Examining TV’s influence as an advertising medium.

The 73-page Debrief includes a 17-page source reference section that acts as a conduit for further reading about the state of TV today. The report also contains 51 charts that can be downloaded in a separate folder accompanying the Debrief.

The Debrief was compiled primarily from a mix of data privately-sourced from leading providers and publicly available research (some of which has previously been featured on the MarketingCharts website), and includes some results from primary research recently conducted by MarketingCharts.

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