Oct 1st, 2008
Oct 1st, 2008
I was reading some recaps and interviews from AdWeek in New York, and I stumbled across one from CBS’s President. He said he has personally turned the corner from waking up in a cold sweat about the “cannabalistic” characteristics of the Internet to now thinking of it as more of a “lab” for testing content.
That is quite a u-turn.
I am glad to see that the big networks are finally taking steps to use the Internet to their advantage. My favorite part about this (since I am no longer a proud DVR owner) is that I can watch shows online when I miss their scheduled time slot. This works to broadcasters’ advantages as well. Now, I can still be exposed to their advertisements and stay loyal to my beloved shows.
Tracking capabilities alone should have allured networks online–and now I think it has–it just took them a little while to get here. By overlaying the statistics that Web analytics can track with more traditional TV metrics, broadcasters can have a much more complete picture of who is watching their programming.
At the end of the day, that is what every marketer wants–a better idea of who their consumer is. That way advertisements, programming, and creative direction can all be tailored accordingly.
Should TV stations still be worried about losing their primary audience to the Internet? What steps can they take to keep people in front of their TV sets?
