For the first time, Nielsen, perhaps the most recognisable name in audience measurement has pitted Facebook against the major television networks in the US. I’m not sure why it has taken so long, but maybe the industry has been in denial, and putting falling viewer ratings down to the fragmented mega-multichannel digital television landscape.
The fact is that television networks are not just competing against other television networks, they’re also competing against an infinite amount of information channels around the house: Facebook on the tablet. Instagram on the Smartphone.
That Facebook has a higher audience share amongst the 18-24 age group than any of the four big networks isn’t surprising. Rigid program schedules planned by people in suits twice your age, or a dynamic, rich constant stream of information and media delivered to you by your peers and the people you admire – I know which I would choose.
But it’s not like everyone has totally turned off their televisions just yet. New data from the UK communication regulator, Ofcom, shows that 53 per cent of adults regularly ‘mesh’ or ‘stack’ media – using a tablet, smartphone or laptop while watching programmed TV – which suggests that TV hasn’t run its course just yet.
So what does this mean for TV companies? Well, if you didn’t know already, Facebook and other social networks and communication technologies are stealing your audience – Facebook’s exploding ad revenue is a case in best online casino point for that. The Ofcom research suggests though that you can keep viewers tuned in by offering a multi-device viewing experience, which can make TV both immersive and interactive.
The big loser here though is the cable providers, bringing television and internet connectivity into homes throughout the world. Not only is Facebook fighting for, and winning, the ad revenue that could be going to your TV stations, your subscribers are going straight over-the-top past your online portal to access Facebook and other networks.
It’s that dumb pipe again.
TV networks have shown that they are making some progress in prising back, or at least sharing some eye-time with Facebook. What can the cable providers and ISPs do to fight back? Would love to hear your thoughts.
