New Boston Creative Group

by Kristin Brighton on May 27, 2010

I can’t remember the last time I watched something on live TV. As a working mom with two kids, I DVR practically everything I view. I even watched K-State post-season basketball on DVR. Give the game a few minutes head start while doing the dishes, and then skip through the agonizing TV timeouts.

Now, as someone in the marketing and communications business, admitting my growing dependence on DVR might seem…well…bad for business. However, I don’t see embracing DVR as avoiding commercials. To me watching TV via DVR is just watching TV on my terms. (Which when you’ve got little kids in the house means after they are asleep.)

Besides, I still know which ads run during MY shows. I stop and rewind those that catch my eye (Apple). The best ads created today look great and still communicate a message in fast forward and without sound. Think graphics, people! Gone are the days of minimal text and cool music catching people’s attentions. If you can’t tell what the brand is in triple time, then the commercial is failing.

Ad Age magazine reports that the median age of network TV viewers of regular primetime fare is now 51 (44 on Fox). Which is great if you’re looking to score with Baby Boomers, but not so great if you’re peddling to teens. Of course, with the segregation of media into multitudes of channels and formats, most people know exactly where to turn for entertainment geared to them — and for many it’s not the Big Four. Cable, satellite and online viewing allow people to find what they want, when they want, and how they want it. And that makes it easier to get the right people the right message at the right time.

So, if you want to target the late adopters who are comfortable watching prime time in their Barcaloungers, then stick with network TV. It’s tried and true. Locally, our Topeka networks are reaching out with great regularity these days to Manhattan, and they offer many packages (often featuring unsold inventory) that put TV into the realm of possibility for many smaller businesses. It’s not that expensive, people! If you need a specific demographic, cable is very affordable and allows you to target an audience effectively.

Regardless of the YouTube revolution, network TV still provides the largest audience for a 30-second commercial at one time. Sure, there are fewer younger people watching now than there used to be, but if you pick the right programming, you can still get younger viewers at greater concentrations on TV than anywhere else. And if you can’t afford prime time, there are many alternatives that still can provide a terrific avenue for promoting your product or business.

For those who are putting all of their eggs in the social media basket, I ask you to do so, but with caution. Social media is awesome when you’re selling something fun or sexy…say a trendy café or unique service. But who has time to be friends with everyone they do business with? Frankly, as an off-again, on-again Facebook user, every time I log on I feel a growing sense of infoglut. Does anyone else relate? It’s just too much info to absorb in a given day.

Thus, once I get my kids to conk out at night, I usually take care of business first: I check to see if anything interesting has come in on my email, cruise quickly through my wall on Facebook, and flip through The Manhattan Mercury (which, after being on the front page last week, I can honestly say people in my town still loyally read). But once those requirements of modern life are over, I sneak upstairs with a tasty treat to see what my DVR has found for me since our last date. That last hour of my day is my true me-time, and I relish it way more than anything my computer delivers.

My point: Don’t get so wrapped up in social media and all of its free trappings that you ignore the tried and true media. A lot of people are still watching — even if it is in triple time. Think about your audience, and be prepared to attack with a mix of media to get the best results.

After all, even if I am your Facebook friend, how do you know I haven’t hidden you? Eventually, something else will catch my eye, and your messages will simply go away unseen…to be replaced by more information…and more information…and more information…