Streaming Services and Media Buying
Streaming services such as Netflix, Amazon Fire TV, and Apple TV are changing the way consumers watch TV. Long gone are the days of families sitting down in the evenings to watch their favorite show. Now-a-days consumers can catch their favorite show on their own timetable. You are able to watch a program that used to run strictly during Prime Programming, anytime and binge to catch up on a season in one sitting.
This is changing how we, as media buyers, purchase advertising. We’ve seen the focus shift from wanting, if not needing, to be in Prime Programming, to a real push to have advertising in Live Events, Local News Programming, and Reality TV. These shows are some of the few programs that are not syndicated to another station. Viewers can see Family Guy on Comedy Central, TBS, Cartoon Network’s Adult Swim, and FOX, just to name a few. The Family Guy audience is now spread across multiple stations at multiple times.
We’ve seen a shift in the strength of first run broadcast television. The Grammy’s, major sporting events, The Voice, America’s Got Talent and others have really become front runners in the arena.
We’d like to hear from you, how has streaming changed your media buying process? Are you seeing a change in the nature of media buying? Are streaming services affecting what programs you purchase?