With the trend of “Zero TV Households” starting to take hold, you might think America’s TV sets are beginning to collect dust. “Zero TV Households” refers to people who have shifted from sitting in front of their TV set to streaming video online via computers, smart phones and tablets. According to a Nielsen report, more than five million Americans have cut the cord this year, up from three million in 2007. But don’t throw away the remote control yet – Nielsen reports that more than 75 percent of this relatively small group still has at least one TV set in the home.
In spite of the in-roads that internet based viewing has made, it won’t replace traditional television anytime soon. In fact, the growth of on-demand viewing can actually be an opportunity for media buyers to expand the way they buy ad time for clients. With ads being viewed on both on-demand streaming and traditional TV, brands have the opportunity to expand their exposure.
The thrill of live sporting events and daily news broadcasts illustrate the distinct advantage of cable television. TV is not fading away, but merely changing, which is not entirely bad. With change brings opportunity for the direct response industry.