If you read this blog, you’ll know that we gave up cable and switched to the Roku device which streams Hulu, Netflix and Amazon Prime to our TV. It saves a lot of money — but it’s also a great way to watch TV.
With the introduction of DVR, TV viewing habits switched (I am making this claim on the assumption that everyone’s viewing habits changed as drastically as mine.).
Back in the pre-DVR days, if there was something on television that I wanted to watch (like the educational program, Days of Our Lives), I had to do a lot of work to make it happen. If I wanted to know if Stefano was going to succeed from keeping Marlena away from John or if Gina was Hope’s twin or the real Hope with amnesia, I had to find a blank tape and program the VCR for 1pm. Cumbersome.
DVR is much easier to program than a VCR. No longer did we have to watch shows real time… We could record them and watch when we had the time. Next came On Demand, which made recording most shows unnecessary too – OnDemand gave us the option to choose from a menu of TV shows. I got used to that style of watching shows – scrolling and choosing shows. And that’s all the Roku device is – a menu of shows.
How is House of Cards going to impact advertising?
Since I’m in marketing, I look at these changes from an advertising perspective. I think the best way to reach a customer on television is by advertising on shows that people watch real time, like the news. That’s just my media buying opinion. The other shows may get high ratings but people are most likely fast forwarding through the commercials, checking their iPad, or doing something else that diverts their attention from commercials. TV shows like the Today Show or the Evening News stay on, and people may be doing other things, but their ears are still tuned to the TV. Getting into a TV series is different.
When I was pregnant, I watched six seasons straight of Gray’s Anatomy. I love watching series back to back without waiting until the next week. Netflix took notice and created their own series and released the whole season at once. Yay! No waiting.
There were no commercials on House of Cards (at least I can’t remember them) – which makes me wonder, what is Netflix’s goal? I will be curious next season if the shows are sponsored, because they certainly have the statistics to prove that it will have a huge amount of viewers the next season. It’s had a ton of publicity, and since their viewers don’t have to start watching mid season to catch up… They just keep gaining more and more fans of the show.
Getting nominated for 14 Emmys? Their fan base is going to grow even more. If a movie is nominated for an Oscar, people can go to the movie theater to see it (and they do) or can rent it (which they do.). TV shows aren’t like that – until now. Releasing the whole season at once and making it available for a long time? Brilliant.
I think we are on the brink of a big switch in television viewing habits again, and House of Cards is the instigator. (I’m pretty sure Frank Underwood has orchestrated it.) I just wonder – how will this impact advertising? Maybe the Netflix business model is to make a profit from subscriptions, but I would think it could make a huge profit selling ads.
Will we see ads on the viewing screen? Will we watch a commercial before the show starts?
Streaming shows is a great
Just like radio didn’t die with the iPod etc it just splits your audience
Geo targeted impression based ads on streaming devices – need to sell to locals
Hulu advertises – but not traditional spots and it tells you when it’s going to be over
Most importantly when does next season start