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#ficciframes18 -- @samueljscott
TV is Not Dying

It’s Lies, Damn Lies and Bad Media Statistics
#ficciframes18 -- @samueljscott
What is TV?
VS.
What Have We Seen?
15 Years of Hysteria
#ficciframes18 -- @samueljscott
2003 — TiVo
#ficciframes18 -- @samueljscott
2013 — Cord-Cutting
#ficciframes18 -- @samueljscott
2016 — Netflix
#ficciframes18 -- @samueljscott
2017 — YouTube TV
#ficciframes18 -- @samueljscott
2017 — Amazon Streams Football
The Truth
Let’s Look at the Objective Data
#ficciframes18 -- @samueljscott
US comScore
● Live TV consists of 84% of total TV viewing time
US comScore
● 15% are “streaming only.” Most use streaming as a supplement
US comScore
● For every hour streamed, people watch more than five on live TV
US comScore
● Live TV still dominates, even among the heaviest users of streaming television
US Nielsen
● People spend the majority of this time watching live & DVR television
UK ThinkBox
UK ThinkBox
UK ThinkBox
NFL on Amazon Prime
1%
2%
97%
TV Amazon Prime Other
TV — 14.6 million



Amazon — 372,000
Why Do People Believe the Hype?
Dispelling the Delusion
#ficciframes18 -- @samueljscott
Marketers Are Not Normal
Example — Social Media
“Not everyone in advanced economies

is using social media”



- Pew Research Center, April 2017
Social Media is Not Real Life
People Change Media Habits
vs.
#ficciframes18 -- @samueljscott
US Nielsen: Youth Like Radio More
“Past performance does not

guarantee future media results”


- The Drum
UK ThinkBox: TV Increases With Age
It’s the Economy, Stupid
India: More TV Households Than Ever
TV is Still the Best Advertising Medium
Good News
#ficciframes18 -- @samueljscott
The Impact of TV
UK: The Impact of TV
Canada: The Trust of TV
Belgium: The Brand Recall of TV
Signaling vs. Targeting
TV is Best for Brand Advertising
TV is Best for Brand Advertising
TV is a Communal Activity
ThinkTV Australia,

September 2017
The Impact of TV
#ficciframes18 -- @samueljscott
The Impact of TV
#ficciframes18 -- @samueljscott
The Impact of TV
#ficciframes18 -- @samueljscott
Brand vs. Activation
TV is Best for Brand Advertising
TV is Most Efficient
“Ad” Dollars Aren’t Going to Digital
Asia: “Direct Response” Goes to Digital
Direct Response vs. Advertising
A Good Industry PR Campaign
What TV Needs
#ficciframes18 -- @samueljscott
A PR Plan
Be Proactive



Don’t let digital advocates frame the debate
#ficciframes18 -- @samueljscott
A PR Plan
TV is Not Dying… It’s
having babies
“Death of TV Continues Not to Happen” - Ad Contrarian Bob Hoffman
#ficciframes18 -- @samueljscott
A PR Plan
ABC CBS NBC
CBSO YTAMZ
FOXCNN MTV FAMHSN VH1 COMESPN CNBC
VUDU ABCOBLZ FEEI FMOEPXNTFX HULU ACRN HBONBCO PLS
A PR Plan
Total TV Time

Remains the Same



But the time is fractured among

more programs & platforms
A PR Plan
A PR Plan
People Will Always

Want Cheap TV
Entertainment



Regardless of the source
A PR Plan
TV Beats Online Ad Campaigns

No viewability issues or fraud

Numbers are audited

Figures represent real humans

No tracking or surveillance marketing
#ficciframes18 -- @samueljscott
Thank You!
Samuel Scott
Keynote Marketing Speaker

Columnist at The Drum
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
For reference: This column and this one of mine at The Drum
#ficciframes18 -- @samueljscott

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The Future of TV -- FICCI India