Marketing Mistake #16 - Overdependence on one medium - January 28, 2009
The media landscape is constantly evolving and changing. Think these changes don’t affect you and your media buys because you stay safely in just one medium? Wrong - change is everywhere!
The television world is still trying to recover from the writer’s strike last year that put a dent in ratings for all networks. The estimated recovery time from this strike is over a year! Digital Video Recorder (DVR) usage continues to grow and evolve. We learn each month new and different ways people are using this new technology. While DVRs are still only in one of every five homes in the US, this rapid growth is expected to continue. Satellite radio and sync technology have changed the way we listen to music in our cars. The latest PPM data from Arbitron show that radio listenership is dropping in ways no one anticipated. Dish TV penetration is up while wired cable penetration is down, making it harder and harder to be effective in cable.
What does this mean for your media buys? Change is happening and it’s important to know how that change affects your ability to reach your consumer. No one needs to throw the baby out with the bath water – but evolution, change and refinement are a must for any smart media plan.