DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/vrrjt3/tv_in_context) has announced the addition of the "TV in Context: Viewing Trends, Ad Spending, and Purchase Influence" report to their offering.
TV is the largest advertising medium in the biggest advertising market in the world. With spending on traditional TV ads variously estimated to be anywhere from $63.2 to $76.3 billion and growing, legacy TV has so far remained largely immune to the onslaught of digital media, which has wreaked havoc on print. And while signs increasingly point to a convergence of TV and online video as consumers become increasingly device- and source-agnostic for their video entertainment, the preponderance of data casts a serious shadow over TV is dead prognostications. In other words, if there is an inflection point to be reached, the data suggests it hasn't come yet.
Nevertheless, TV is undergoing many changes, ranging from the rise of multi-screening and multi-tasking, to new streaming options available to consumers that threaten traditional modes of viewing. Consumer desires for on-demand viewing also appear to be making legacy TV more reliant on appointment viewing for programs such as sporting events.
For the time being, these changes are having a relatively modest effect on traditional TV, which continues to draw both consumers' attention and marketers' advertising dollars. And with good reason: multiple pieces of research suggest that of all paid media, TV ads have the largest purchase influence on consumers, by a considerable margin.
Key Topics Covered:
Section 1: The Landscape of TV Consumption
1.1 Discussion: The Evolution of TV
1.2 Trends in TV Consumption
1.2.a Social TV
1.2.b TV Multitasking
1.2.c TV-Related Search Queries
1.2.d Subscription Streaming Services
1.2.e To What Extent Are Streaming Services Impacting Regular TV?
1.2.g TV Everywhere
1.3 Traditional TV Viewing Holds Strong
1.4 TV Still Leads in Reach and Consumption
1.5 Who's Watching TV?
Section 2: The State of TV Advertising Spending
2.1 TV Ad Spending Growth Remains Healthy
2.2 Spotlight: Where's the Money Going?
2.3 Trends: How is TV Advertising Changing?
Section 3: TV Advertising's Impact
3.1 TV Ads' Influence is Unmatched
3.2 TV Ads Still Influence Key Audiences
3.3 Spotlight: Top Cable Channels, by Generation
3.3.a Millennials (18-34)
3.3.b Generation Xers (35-49)
3.3.c Baby Boomers (50-69)
3.3.d Silents (70+)
3.4 Is Media Multitasking Affecting TV Ad Effectiveness?
3.5 More TV Ad EFfectiveness Research
3.6 TV Ad Creative: What Works, and Who's Getting it Right?
Section 4: Putting It All Together
Section 5: The Last Word: Looking Forward
Section 6: References and Additional Charts
For more information visit http://www.researchandmarkets.com/research/vrrjt3/tv_in_context
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