CableSpots is reporting today that in a little more than a month, broadcast networks will announce their 2009/2010 season schedules and will be trying to figure out strategies to gain back viewers. MAGNA Global has been analyzing this past season and noted that, “While overall television viewing remains remarkably stable, the broadcast networks’ share of the pie continues to shrink. Depending on the demo all broadcast viewing for the week among adults age groups is down between 5 and 10% from last season.”
This according to the agency is more of the migration that I talk about away from traditional broadcast TV and toward cable networks. According to MAGNA Global, “Ad-supported cable has picked up virtually all of the defecting broadcast viewers, which is why overall television usage remains stable.”
This week is also the annual convention of the Newspaper Association of America where they will work on a strategy to save the subscription revenue stream. One idea has been to see if there is a way they can charge for web content, instead of “giving it away” via an ad-supported model.
Newspapers readers are down, broadcast TV viewership is shrinking. Are you adjusting your advertising allocation based on the shift in audience in these media? Are you shifting more money toward cable TV?
