Several predictions have been expended on the fact that TV will cease to be a powerful medium of advertising as we know it.
Towards the tail end of the year 2009, the monumental spike in the use of the Internet championed by social networks and video sharing sites led to a panic in marketing board rooms that TV strategies are pure waste of time and budgets.
This is 2017 and television is still a powerful medium of advertising as we know it. While digital advertising has closed the gap carpeting print and radio in developed markets, TV still has a very strong influence in marketing communication mix in emerging markets and the world in general.
As at 2016, the prediction of eMarketer was that “advertisers will have spent $72.09 billion on U.S. digital advertising by the end of 2016, while TV spending will account for $71.29 billion. This will give digital a 36.8% share in media ad spending, slightly higher than TV’s 36.4%”.
Conversely, the data is still largely skewed in favour of television in Nigeria. Over 55% of advertising spend still goes to TV with OOH getting about 30%. Digital has less than 10% of total spend.
There is a pattern in this forecast. Television is now being complemented by digital. Digital and TV are as of now the most powerful media of advertising as we know them.
In Nigeria. DSTV, a payTV provider in Nigeria is showing Big Brother Naija. The show has commanded one of the largest viewership than any show in Nigeria’s history. However, the audience of this show are strongly engaged in voting, chatting and all other trivias via Twitter, Facebook and WeChat.
So far as TV is still the most cost effective platform to consume video content especially in this part of the world, the influence of television will still be far reaching for many years to come.