Well – not really, but at least it’s not as live and kickin’ as it claims. Here is why:
During my years as a television analyst, there was something that always bothered me. It seemed to me that a lot of young people around me moved away from television in favor of conversational media like blogs, facebook, and MySpace. Meanwhile, I didn’t see this shift in the television ratings. There was something very fishy about this.
Then it dawned on me. Television is measured by a panel. A thousand households and some change are part of this panel, and they all share one trait – they are part of the panel! So when ratings are stable, you could expect this panel to represent the population at least fairly well, but when a groundbreaking behavioral shift is taking place, this may turn out to be highly inaccurate.
And this is the case with young people and television. Of course the young people in the panel are more prone to stick with their television behavior. They are part of the television panel for crying out loud. They are very aware of their responsibility for producing measurable results. And even so, they probably have their laptops in their knee anyway, catching up on the latest blogs and friendfeeds.
Is anyone getting nervous yet? You should be. It affects us all, and soon we’ll be able to measure everything digitally and more accurately, and that’s when the sh*#! is really going to hit the fan.
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{ 2 comments… read them below or add one }
I am sorry I feel really stupid for not getting it.
“people in the panel are more prone to stick with their television behavior. They are part of the television panel for crying out loud. They are very aware of their responsibility for producing measurable results. And even so, they probably have their laptops in their knee anyway, catching up on the latest blogs and friendfeeds.”
So you mean that today the younger generation watches TV and reads blog at the same time or what? I do not see the problem there that everyone uses more technology at the same time, consumer choosing both products?
Or have I sooo misunderstood your point since I think I have?
No, I’m sorry for not explaining very clearly. I can see that now when going back.
My main point is that young people in the panel do not behave in a way representing young people outside the panel. The reason is that the membership itself affects behavior.
ON TOP OF THAT, they are also blogging, tweeting, Facebooking, etc, while watching television. Primarily during the commersial breaks of course, reducing television commersials to being radio spots at best. Unless of course, the commersials are actually interesting, but then they will get them from a friend via YouTube anyway.
A possible upside of the laptop effect could be that they actually stay in the television sofa during the breaks, instead of leaving for the kitchen or bathroom. But the basic problem is that commersials are for the most part unwanted and thus disturbing. We need to rethink advertising philosophy and not try to force ourselves on people.