Superball is the central marketing event of the entire world, as hundreds of millions of people from all over the world eagerly expect to enjoy some of the most brilliant works of TV advertising videos produced by the largest commercial entities. However, despite the global coverage and simultaneous attention of countless viewers, marketers would have a hard time figuring out the full span of the influence the commercial has made since no feedback gives away how each viewer reacted after seeing the commercial. One could track changes in revenue volume in the coming days, but that's just one aspect out of the multitude of data that should be collected for analysis.
TV needs online support
Even though technology allows it, mainstream TV remains a heavily one-sided media channel, which helps neither viewers nor publishers for numerous reasons. A TV commercial could move the audience in different ways and even influence political events like presidential elections or UN summits. However, no matter how potent the message might be, TV lacks what online presenters have in abundance, and that’s rich user data ready to help convert the audience, and the ability to increase revenue through
video monetization platforms, monthly subscriptions, or any other way.Thanks to social media, Live TV presenters can reach out to their target audience and announce special events or interact with them to establish a firm bond. With more than 2.9 billion users on Facebook alone, a Live TV presenter could cherry-pick all relevant members of the audience for conversion to members, buyers, or simply viewers of an ad. Cable TV brands use the same platforms to reach their consumers, they use the chance to promote different content and gather user information to improve their service and advertising results.A cable TV presenter could broadcast online a live event of large interest for free, share this information across social media and perhaps gain new subscribers, or even slowly transit to a fully digital online platform.
The TV audience is cutting cords
It was amid the COVID-19 pandemics when Live TV came into contact with a broader audience and the effects of this market expansion were highly effective in the US. According to an article published by Fortune, it's predicted that an estimated
15.4 million households will move to streaming platforms, added to the current number of Live TV users that would make up for the third of all households in the US that would be using a streaming service.The same article predicts a grim future for the small and medium business TV advertising industry because large companies have a strong presence on both Live and recorded TV. Even those large corporate brands that lose cable TV audiences, gain followers online and not only cover the losses but manage to make a profit through ads.Comcast experienced the loss of more than 600 thousand cable subscribers which would be tragic if that TV mogul didn’t gain more than 1.3 million subscribers online. And despite the
drop in revenue on cable, Comcast managed to increase its internet profit a little below 10 percent, which translates to $18.8 million more than last year, according to Fortune’s article. Before the 2020 Live TV boom, TV advertising generated nearly half of the entire Comcast Corporation’s broadcast TV profit and it’s been since then in continuous decline which started somewhere during 2018.Affordable packages, customization options, strict restrictions, and the fact that people spend more time online than in front of the TV and watch television only for specific shows or sports events paved the way for the internet TV era and all it takes is for the audience to decide which one wins it all eventually.-