Consumer boredom is driving changes in media habits.
TV and video streaming declines
Total hours of TV viewing surged when shelter in place orders took effect. But the average number of hours households watching television is now dipping in most markets. Since we saw this change before states began to relax restrictions, the declining viewership is likely due to the combination of improving weather, lack of new content and the boredom with shelter-in-place routines.
For instance, looking at the Atlanta, Orlando and Birmingham markets, you see the hours of TV viewed each week peak around mid-April before beginning to decline in recent weeks.
That trend is repeated within streaming usage. We see inventory flattening or declining as consumers grow tired of content and prioritize which platforms are worth fees after free trials end.
Source: The Trade Desk
Interestingly, there are some noted exceptions in America’s heartland markets where C-19 incidence has begun to rise in recent weeks. As consumers have been cautioned to avoid groups and weather has been volatile, TV viewership has enjoyed another spike.
There is hope on the horizon
The changes aren’t just in streaming. Consumers are spending time differently on social platforms like Pinterest, with hints of optimism and future planning demonstrated in their searches. Whether it’s browsing for apparel shopping, planning for trips ahead or searching for events – Pinterest appears to be showing us a glimpse into consumers’ future.
All of this leaves some marketers perplexed on how to handle advertising spending as states relax restrictions and businesses reopen. We think that consumers are creatures of habit and we look to previous trends to project consumer behavior. For example, TV typically sees a decline in reach during summer months while radio remains flat.
Bored consumers anxious to get out of the house, may drive radio listening more than any recent years. Compounded with summer travel expected to trend toward drivable locations (due to lingering C-19 concerns) and the workforce moving back into their offices, drive time listenership will rise. We should anticipate seeing bumps in streaming usage as consumers listen to their favorite tunes at their desk.
What’s more, with some TV groups trying to remain bullish on rates, radio stations may offer the most efficient AND effective advertising option to boost summer sales. Indicating that while a tried and true tactic, radio will feel the positive effects of this landscape post-pandemic.
Interested in learning more about how to evolve your approach to meet your consumers at the other end of the C-19 lockdown? Give us a call today or email us at, info@WataugaGroup.com!