A splashy headline hit my email inbox recently: More people watch streaming TV now than
broadcast TV.
Couple that news with the buzz and excitement of new, advanced ways to pinpoint target
audiences with streaming television advertising and it’s easy to think…why is my attraction
still investing in broadcast TV advertising?
I dug into this data a bit more and found several reasons why nonprofit attractions should
be wary of moving their TV ad budget away from broadcast and into streaming…
- The platform with the largest share of streaming viewing is YouTube (YouTube.com,
not YouTube TV). While YouTube is certainly a viable ‘online video’ channel to
advertise in, I would not consider YouTube a replacement for TV. - Popular streaming publishers like Netflix, Disney+, HBO Max only recently introduced
their ad-tiered subscriptions. Advertising inventory is limited.
Why broadcast TV is still a viable advertising channel for nonprofit attractions:
- Nonprofit attraction visitors are multi-generational. Broadcast TV can still deliver
your message to a large, local audience across all ages. - With broadcast TV, you know exactly where your ad runs. You can’t guarantee this
with streaming TV. - CPMs in broadcast TV can be 50% lower than streaming TV which allows your budget
to reach more people.
In other words, total viewers doesn’t equate to total viewers that can be reached with ads.
Streaming TV advertising is a wonder for national advertisers looking to shrink their
audience by targeting.
You’re the opposite. You are local advertisers looking to grow your audience in your local community to spread your mission.
My advice – don’t abandon broadcast TV…yet.
Advertising in streaming TV is the future. The viewers are there but the ability to reach them with advertising isn’t.
If you are interested in other tips on how and when to buy streaming TV, listen to The
Marketing Attractions Podcast episode on “Why is my attraction still buying broadcast TV?”
