B (1:54)

I don't know. I think you're right. It's probably is skewed by some really heavy TV viewing households. But this is actually this number has gotten greater than the 25 years before this study. Even with all our digital distractions, TV and video time has grown. So this paper, it looks at the question, why do we still watch so much TV and video and what does that mean for advertising? So let's start with the data. The authors, they used a massive data set from Nielsen covering U.S. adults in TV households between 1992 and 2017. In 1992, the average adult watched almost 35 hours per week. By 2017, that number had risen to 41 hours per week. Nielsen got these numbers by combining three different a National People Meter Panel of 12,600 households tracking live and time shifted TV an online panel of more than 180,000 people measuring streaming and online video from things like Netflix, YouTube and more. And a mobile panel of 9000 smartphone and 1300 tablet users with passive metering to capture mobile video viewing. So they triangulated across these three panels, and they were able to estimate total viewing both offline and online. And they did exclude things like Facebook scrolling videos. So the numbers here are likely an underestimate if you would lump that in with video. All right, Rob, how much viewing do you think takes place on a mobile device versus a TV set today?

A (3:16)

I'm going to say 80%. I just. I even see with my own kids, they don't even want to own a physical television set. They want to watch everything on their handsets. So going 80% on a mobile device.

B (3:31)

You think 80% on a mobile device, that's so high. That's your guess.

A (3:37)

I said I'm a weird bubble over here. I don't know, I just. By kids, they literally don't watch the physical television sets. They just are walking around. But they watch a lot of video.

B (3:48)

Okay, now, to be fair, this study is from a couple years ago. However, I guarantee the numbers have not gotten to Rob levels. I'll go ahead and say that. All right, so let's backtrack a little bit before I give you the answer. Over that period of 25 years we just talked about, there were some big shifts. So in 1992, 95% of viewing was live broadcast TV. Can you believe that? 95%.

A (4:10)

Wow.

B (4:10)

Fast forward to 2017. Live TV dropped to 74%. DVR playback rose to 10%. And online devices like Roku, smart TVs and smartphones made up 14%. But here's the kicker. In this study, 2019 90, 2% of all viewing still happened on a television set, not a phone. What? Yeah, isn't that crazy? So I guarantee it hasn't dropped all the way to 20%, considering it went, you know, 95% in 1992. And then. Well, that's all right. That was live TV viewing. It was only 14% was on, like, a smartphone. Well, let's go back to the study. One thing that was interesting was millennials watched a little bit less live tv. They still average over four hours a day. However, the big driver of growth in TV viewing was older adults who watched the most and whose share of the population grew. But these researchers, they didn't stop at the behavioral data. They also looked at why people watch so much. So they reviewed more than 70 years of media psychology research. Things like survey based uses and gratification studies, time use diaries and lab experiments. Love those using eeg, brainwave scans and reaction time tasks. So Rob, let's see what you think first. Why do you think we watch so much tv?

A (5:23)

I'm getting all these wrong, so I guess my gut would have said maybe it's because of co viewing too. It's like one of these shared experiences we have in the house, especially if we're not using our devices. According to this study, then having that shared experience, just the thing you can do together without having to use too much brain power.

B (5:45)

You would be correct across all these methods, you. Yeah. The same conclusion emerged. People watch TV and video primarily to relax and escape. So it was correct. The EEG studies, they showed that watching TV induces more relaxed alpha brain waves compared to reading, which produces more alert beta waves. And secondary task reaction time studies where participants had to press a button while watching showed slower responses during TV viewing. So to put it more simply, tv, it soaks up our cognitive capacity. You literally have fewer mental resources left over to worry about your problems after watching tv.

A (6:21)

That's why it feels like it so resonates. I have made such a point to try to read for fun at night I can't do it. I just when I'm on vacation yet because during the day, like I have the energy, but at night I want to watch. Welcome to Platteville. And just in binge it, just over and over, just tune out, drink from that sweet nectar of endless streaming content.

B (6:46)

Yeah, sometimes we need that. Sometimes our brains need it. All right, so what are some takeaways from this study? Well, first, TV and video aren't dying. We've covered that a lot before on this podcast. The way we watch might evolve, but total viewing time keeps growing. So marketers should worry less about the death of TV narrative and more about how can I buy media effectively to reach people on whatever devices they're on. Which, by the way, I know we opened up with that stat about how a lot of viewing was still on a TV screen. Since then I have found some data on that and it has changed a lot since 2017, which is not super surprising. It's still not what Rob had seemed to say that it was, but it looks like it's more like 50, 50 from what I can find from eMarketer, however, the time spent is still crazy. It's still average six hours a day in the US per adults, so that's crazy. So the time spent is still really far up there.

A (7:41)

And that makes sense. It's just, it's like it's available everywhere you want to be. It's like there you can be sitting, you can be walking people. I can't believe the amount of people I see walking down the street watching video that's not even safe.

B (7:57)

Now here's a cool stat. So according to eMarketer, I think this was like a year ago digital video. So video watching digital devices started to surpass traditional TV viewing. Now I should say though, these stats are all very odd because we say digital video. You don't necessarily think CTV like a CTV on a TV set or a mobile device. We don't know. So sometimes it's hard to get those kind of stats. But it has changed a lot, which is crazy because the neat. The changing was so slow. And then we hit 2018. I bet 2020 did a lot to change that too. Remember Quibi, wasn't that a 2021?

A (8:30)

Oh yeah, totally.

B (8:31)

That was like they were trying to capitalize on that. Okay, we're still talking about takeaways though. Advertising. It can maybe be more effective if you're aligning with a need state. Cuz people turn to video to relax and escape. So if your ads are entertaining, easy to process, they might resonate more than dense, complicated messages. So think humor, storytelling, emotional hooks. And I will say I don't know if that leap is totally fair for this study. However, we have seen that emotional advertising humor that tends to outperform rational messages, at least for like long term memory on tv. So I would say that kind of matches up with what we've seen. And finally, integration is the real challenge here. Because viewing is spread now across live TV streaming, different devices, advertisers need measurement systems that cut across silos, which that is a big challenge of being on TV is how do you know who you're hitting on what devices. That's why it helps to work with a TV expert if you're going to do television. All right, Rob GPT Think of TV like an escalator you just step on and it carries you without effort. That's why people keep watching. It's easy, automatic and oddly soothing. Advertisers who get this ride. Sorry. Advertisers who get this ride along smoothly. The ones who try to make you climb stairs instead they lose you halfway up. All right, Rob, what did you think?

A (9:46)

Makes a lot of sense. Makes a lot of sense. Do you find yourself zoning out to TV at night? Because I know you've always been a big reader. Are you able to. Do you need that ability to sit on the couch and just start watching?

B (10:00)

Yeah, I don't know. I mean, I would. I usually read while my husband watches tv, to be honest, but we've been watching Breaking Bad, and he won't let me read while I watch that because I need to be fully engaged. And I've loved that. It's not really relaxing, but I love watching that TV show.

A (10:18)

It's good content.

B (10:20)

That's it for this episode of the Marketing Architects. We'd like to thank Taylor de Los Reyes for producing the show. You can connect with us on LinkedIn. And if you like the podcast, please leave us a review. Now go forth and build great marketing Marketing Architects.