Direct Response TV Isn’t Done Yet!

If you are involved with Marketing, on any scale, then you have been hearing the same chant for years now – ‘TV is Dead!’.  With so many marketers running with this notion, the idea to remove/reduce Offline TV Ad Spending has become mainstream.

So, as an Offline Marketing Professional for more than 25 years, I would be using rose colored glasses if I were to paint a picture where TV is growing.  According to Nielsen, in 2013 there were approximately 95 Million Pay TV (Cable, Satellite, Telco) homes in the U.S.  Fast forward to 2018, and the number has dropped to 92 Million.  Sure, a drop of 3 Million Pay TV homes is cause for alarm, but innovation has eroded the subscriber base by a mere 3% over the last 5 years.

Hardly a death, more like a small cut! 

It is also important to note that although these subscribers are cutting the cord from cable, many are moving to other Streaming Services like DirecTV Now or Sling – thus continuing to view content by other means.

Many marketers will also tout how no one is watching TV.  This also isn’t the case.  According to Nielsen’s Total Audience Report, in Q2 2015, the Average Time Spent Viewing TV for Adults 18+ based on the Total U.S. Population was 4 hours 40 minutes per day (Live TV + DVR/Time Shifted).  This same study done in Q2 2017 depicted results of 4 hours 27 minutes.  Time spent watching TV has dropped by only 13 minutes per day, less than 5%, in 2 years.

The smartest marketers know the best marketing plans are truly integrated – utilizing as many platforms as possible, to catch the right customers at the right time.  TV needs to be, and should be, considered a major component of lead gen marketing plans.

Now that you’ve been told, start spreading the word – TV isn’t dead, it’s simply evolving!

For more information about DRTV trends from the experts at Legal Direct, please contact us here or call us directly at 616.206.3783