3
minute read
October 5th, 2023 | by PATTISON Outdoor Marketing
This fall television schedule will be full of uncertainty for advertisers looking for traditional reach and frequency. Try changing channels, Out-of-Home Advertising has the reliability, coverage and frequency many advertisers are looking for.
This year, the Writers Guild of America and SAG-AFTRA went on significantly lengthy strikes. With both writers and actors on strike, the production of film and television programs grounded to a complete halt, making the upcoming fall tv season look bleak for many advertisers.
“The uncertainty of audiences tuning in this fall season can mean advertisers will have trouble reaching their intended targets”
Without the talents of writers and actors, many television networks are scrambling to fill the air. Some defaulting to re-runs, others relying heavily on sports content and others quickly working to set up reality shows. During the 2007 – 2008 writers’ strike, many networks turned to reality television because they were cost-effective and didn’t rely on much scripting to get the job done. But since the late Aughts, the media landscape has made dramatic shifts to streaming content and more, dividing audience attentions like never before.1
Shifting Tides
Baby Boomers have historically been and still maintain to be the largest demographic watching traditional TV, 94% have reported watching it in the past week.2 It’s where they prefer to get their news, watch sports and many other programs including scripted television series. With an anticipated stint of reruns and an expected deluge of reality shows, Boomers may consider other options for their media fix. For those that do decide to cut the cord, roughly 79% are unlikely to go back, instead adopting ad-free streaming video on demand services among other options.3
“When looking at urban environments, 73% of Canadians live within 2 KM of a PATTISON product”
PATTISON Outdoor displays are close to where most Canadians live, making sure brands and messages connect with audiences. A staggering 53% of all Canadians live within 2 KM of any of PATTISON’s products, but when looking at urban environments, 73% of Canadians live within 2 KM of a PATTISON product. If we expand that distance, since many folks commute up to or travel more than 50 KM a week, 93% of Urban Canadians are within 10 KM of an OOH product.5
Change the Channel on Advertising
By adding OOH media to your campaign, it can help make all the difference with reaching your intended audience. Nearly half of Baby Boomers have noticed any OOH advertising in the past week and at least 60% find OOH to be a good way of learning about new products, services, sales and events. Most Baby Boomers are paying attention to OOH ads, 47% find OOH often catches their attention, while 51% report ignoring TV advertisements whenever possible.6
With the rise of streaming platforms like Netflix, or online digital content like YouTube, Twitch, and video games, traditional TV is seeing a much more fractured media landscape. Younger generations, like Gen Z, aren’t flocking to linear TV like those before them. Television ranked fifth as their top entertainment activity, well behind video games taking the number one spot.4
“PATTISON gives brands the ability to places ads in premium environments, something that is harder to do with video”
Reaching millennials and Gen Z can prove difficult for advertisers, many within these generations employ ad blockers on their devices and prefer ad-free streaming services, giving them direct control over the content they consume. Services like Spotify eliminate the effectiveness of radio ads and streaming video on demand services like Netflix hamper TV ads. Online ads are often viewed as disruptive and both cohorts seek opportunities to skip or block them. Whereas OOH ads are often viewed as non-intrusive and a part of an urban landscape, giving them the benefit of feeling like a natural element instead of a disruptive one.
When looking at your next advertising move, consider the opportunities and benefits that OOH advertising has to offer. With a shaky outlook for traditional TV, general unfavourability of television ads, and highly fragmented audience due to streaming services, OOH is the perfect option to reliably reach your target audience.
Reach out today and contact PATTISON Outdoor to discover your next showstopping ad campaign.
Sources:
How the writers’ strike will shake up the fall TV schedule – Los Angeles Times1
Who’s Spending Time Watching Traditional TV – And How Does It Compare with Other Platforms?2
What entertainment does Gen Z prefer? The answer isn’t good for the movies or TV4
Arima Synthetic Society, 2022 Q3, Adults 18+, Canada5
Vividata Summer 2023, All Respondents 18+ vs Generation [Baby Boomers (born 1946-1965)]6
