Whenever linear TV audiences begin to demonstrate evidence of decline, it is the increased penetration of tech products which has often been cited as the major contributing factor. But how true is this? A recent Ofcom report stated that 45% of children between the ages of 5 and 15 used alternative devices to view TV content in 2013. According to BARB, weekly consumption of linear TV by 4-15 year olds in the same period is up however. The 2013 average stood at 17 hours and 53 minutes – a 26 minute increase on 2012.
So if linear TV audiences are rising at the same time as technological penetration, does this not represent an opportunity to be embraced by advertisers? Linear TV clearly does not have to compete with mobile and tablet use; instead structured investment in ensuring your products can be easily located online will create a more coherent consumer journey from media consumption to purchase, replacing the bricks of traditional retail with the clicks of online purchasing.