Television is considered a classic lean-back medium. This is the name of media in which the user only consumes passively, for example, can lean back and let himself be showered. Television is still used primarily for private purposes. If it is consumed in a professional environment, it is more incidental – for example, by keeping up to date with world events via news channels in the office during the day. The highest ratings are achieved in the evening. Whoever turns on the television either has the need for entertainment or TV news reports, with entertainment being the main focus for the majority of users. For some people, they want to check Concrete grinding companies in gold coast that is why they watch television shows.
Second screens change television consumption
For a long time, advertisers could assume that television viewers would devote 100 percent of their attention to what was happening on the screen. Although it could never be ruled out that viewers would migrate to the refrigerator or toilet during the commercial break, this loss seemed negligible to advertisers and media agencies.
In the meantime, however, the so-called second screen use is changing the situation: More and more people are surfing the Internet at the same time while they watch television news.
Some are looking for more detailed information about the program that is currently running, while others browse online shops completely independently.
The strengths of the medium
A faster expansion of the range is possible with television.
A brand can be very emotionally charged.
The multi-sensory addressing of the user remains in the memory.
The members of a household gather in front of the television. This “campfire” function still gives the medium central importance in everyday life.
On TV, advertising can be placed in the program environment that suits the target group.
The advertising use of the medium can easily be optimized thanks to the high data density on the behavior of the audience.
The weaknesses of the medium
As a mass medium, TV can only be used to a limited extent for precisely addressing target groups, and the possibilities for regional control are also limited.
The cost of a television commercial and the circuits create a high financial barrier to entry.
The advertiser cannot control the placement of the spots within the advertising blocks.
