A new wave of digital TV users has arrived: video consumers 50+.
A study from the Cable & Telecommunications Association for Marketing (CTAM) and research concern Chadwick Martin Bailey found that nearly 40% of the 50+ crowd have viewed a premium TV show or movie in the past week.
This represents a significant demographic shift, while younger viewers have hit a plateau, according to the study. Research comes from 1,500 U.S. broadband consumers ages 16-75, who watched at least two hours per week of TV shows or movies.
Even with the growth of digital video, there is plenty of confusion — especially when it comes to what TV shows and movies are available.
“The content licensing intricacies that shape the competitive landscape are ill understood by the typical consumer, particularly mainstream pay TV subscribers,” stated Chris Neal, vice president of tech and telecom practice for Chadwick Martin Bailey.
It’s not just availability, it’s also understanding of different aspects of the Internet.
For example, 53% of those surveyed said they were unfamiliar with the cloud; 43% didn’t know why some movies are available online before others; 42% were not familiar with the reasons that apps are used for TV viewing; 39% didn’t know why there was limited availability of movies online; and 21% didn’t know the difference between streaming and downloading.
“CTAM has observed that baby boomers are fast followers of technology,” noted CTAM President and CEO Char Beales. “They have to be convinced the tool has staying power, and then they embrace it in a big way.”
Unilever won big in Cannes, grabbing the most-effective advertiser title in the second annual Effie Effectiveness Index. The multi-category awards are based on an aggregated analysis – with the help of London-based global marketing firm Warc – of 39 worldwide Effie competitions from the past year.
McDonald’s was the most effective brand for the second year in a row, while WPP Group was the most effective advertising holding company. Ogilvy & Mather was awarded the most effective advertising agency network, with Ogilvy & Mather (Mumbai) the most effective individual agency office. Durham, N.C.-based McKinney was recognized as the most effective independently held advertising agency.
For the inaugural year of the index, 2011, Procter & Gamble was most effective company; McDonald’s most effective brand; Omnicom most effective holding company; BBDO best agency network; Sancho BBDO in Bogota, Colombia the best agency office; and Wieden+Kennedy in Portland, Oregon the best independent agency.
“The 2012 Effie Index rankings, when compared with 2011’s inaugural rankings, clearly demonstrate the global shifts in business performance over the past year,” said Matt Seiler, Effie Worldwide Chairman of the Board and Global CEO of IPG Mediabrands. “As an industry, we should be using this invaluable tool to identify the year’s best performers, and learn how their best practices can make us better marketers in the future.”
The top five global most effective advertisers after Unilever were Procter & Gamble, Nestlé, McDonald’s and PepsiCo. Following McDonald’s on the Most Effective Brands list were IBM, Coca-Cola, Axe and Pepsi. Omnicom, Interpublic, Publicis Groupe and Havas Advertising followed WPP Group as most effective holding companies. BBDO Worldwide, DDB Worldwide, Leo Burnett Worldwide, and McCann Worldgroup were most effective global agencies.
In the North American market Procter & Gamble (advertiser), IBM (brand), WPP (advertising holding company), Ogilvy & Mather (agency network), Ogilvy & Mather, New York (agency) and McKinney (independent agency) won in their respective categories.