Can Anything Stop the Decline of Traditional TV?

My cousin David Wain who created the original film and Netflix series with Michael Showalter and who also directs ands performs in both adaptations invited us for the eveningamp160Wain reassembled his stellar cast from the original theatricalamp160including Amy Poehler pictured at topamp160and then attracted more luminaries to the series including Jon Hamm pictured below left with my daughter Amanda and friend Grant ThomasThe series adaptation of amp8220Summeramp8221 was the result of great data mining from Netflix to predict what audiences want to see Netflix closely identified trends from the original theatrical plus other films and series viewed on their service to once again craft an original television programNot much is known outside of Netflix about their specific show viewershipamp160 But we do know that Netflix alone accounts for approximately 40 of the decline in network and cable viewershipamp160 So they must know a lotamp160 And they are disruption acceleratorsVideo is everywhere viewing is in a huge state of flux and consumers are consuming all screensamp160 Netflix OTT YouTube on demand cord cutting cord shaving and now the millennial cordnevers are challenging the advertising paradigm as never beforeThe decline and disruption of traditional television is marching aggressively forwardTraditional television viewing has decreased from the prior year across the majority of demographics NielsenThe pay TV industry lost an estimated 556000 subs in Q2 MoffettNathansonESPN alone lost 32m estimated subs over 12 months WSJCable channels39 commercial ratings have been down every month since May 2014 MoffettNathansonIn July usually a good season for cable viewing 21 of the 30 top cable nets saw significant declines in prime time ratings WSJNow add these facts to the mixVideo is still the most powerful form of ad messagingMany popular services such as Netflix and HBO Go do not take advertisingAd blocking is growing exponentially onlineDigital video is being challenged by vast viewability issuesConsumers are out and about outside the home more than everSo where can advertisers go to effectively reach todayamp8217s empowered onthego consumers as media habits morph and more questions arise each day regarding digital metrics and viewabilityThese critical issues in today39s multiscreen world are a major part of the raison d39amp234tre of the DPAA39s 2015 Video Everywhere Summit November 3 at the Crowne Plaza Hotel in New YorkBack at the steamy Netflix cast party we narrowly avoided Judah Friedlanderamp8217s wicked Olympics style pingpong strokesamp160 We then boorishly interrupted Louis CKamp8217s punch line overheard Judd Apatow hint at his new working script and eyed David Hyde Pierce looking lonely without FrasierWhile the 2015 Video Everywhere Summit will have a bit less Hollywood star power than the Netflix event it will have some of the brightest and best from Madison Avenue on stage at breakfast and lunch in the audience the exhibition hall and at post event cocktails And together we will tackle the issue of how advertisers can most effectively navigate today39s increasingly disrupted media worldThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Can Anything Stop the Decline of Traditional TV?

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Barry Frey

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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