Have you ever wondered why the viewership of your TV ads is declining? Consider updating your advertising strategy. Here are five reasons millennials and generation z aren’t watching your tv ads.
According to the Deloitte Digital Media Trends, 26% of generation Z illustrate their lack of interest in watching TV, or any other media habit for that matter… stating that they would rather play video games. If this trend continues to upscale, now may be an excellent time to diversify your advertising approach, starting with gaming.
2. Watching TV, or maybe not.
Here’s the thing, your audience may say they’re watching TV but are they actually watching TV? Or have they got your ads playing in the background while scrolling endlessly on social media? If your idea is to draw in tech-savvy millennials and keep them engaged, you may want to advertise in places where your audience is bound to be looking - on their mobile screens!
3. They are streaming content
Gen Z hates conventional television but is more in love with video content than ever. According to Visual Capitalist, “In 2011, the average 18 to 24-year-old millennial watched around 25 hours of traditional television per week. Today, they watch closer to 14 hours per week.”
4. Your commercials aren’t niche enough
- Stuff that gen z likes (Nike ad) instead of regular tv ads (Go compare ad).
Millennials are not only watching less TV but also skipping ads. More than 70% of millennials skip TV ads altogether, according to OpenX’s survey. So creating ads with compelling, relevant content is crucial if you want to win the eyes of this particular generation.
5. They are playing video games instead - or during your commercials.
Or they now just have your TV ads in the background. Check out 18-24s and 25-34s. Over 30% sometimes watch TV whilst playing video games, 20% often do that and 12% of Gen Z's always do it!
Read the full report HERE
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