Linear TV: Still a Player in the Game of Screens

In this digital age, the media landscape is constantly evolving. These changes have been felt across all platforms, but television has been particularly impacted. There was a time when linear TV was a dominant force, with the power to draw people away from their daily routines and gather them in front of the screen.

Today, we’re seeing a shift from traditional viewing habits towards a more fragmented media landscape where various platforms compete for our attention. This new era presents both challenges and opportunities for the world of traditional television.

 

The glory days

For decades, television was the undisputed king of media, commanding mass audiences and playing a pivotal role in shaping public opinion and culture. In 2004, episode 10 of Krøniken attracted 2.7 million viewers – a testament to a time without smartphones and streaming solutions, where audiences were ‘forced’ to watch what was shown.

Back then TV advertising was an essential part of any media plan. However, the advent of smartphones, streaming services, and on-demand viewing has dramatically changed how we consume content. The rise of these new platforms has led to a significant decline in linear TV viewership, particularly among younger demographics.

Between 2021 and 2023, the number of watched minutes among people aged 20-40 fell by 47%. They didn’t disappear from screens altogether; they just moved away from the linear TV screen.

 

Down but not out

This all points towards a dying media, however, it would be premature to write off linear TV just yet. Despite the increasingly fragmented media landscape, linear TV still holds its place on many media plans. It continues to unite Danes around content we care about. ‘

For instance, Badehotellet on TV2 attracts over a million viewers on linear TV, and the number of watched minutes on TV2 News doubled on April 16th when Børsen caught fire. These are clear indicators that TV remains an important mass medium.

So, even though the shift towards digital platforms is evident, particularly among younger audiences, linear TV continues to hold a significant share of viewership among older generations. These individuals still rely heavily on traditional television for news, entertainment, and staying connected with the world.

For advertisers targeting an older demographic, this presents a valuable opportunity. Linear TV remains a powerful medium to reach this audience segment, which often proves to be loyal viewers. Their consistent engagement with television programming means that TV ads can still have a substantial impact.

In essence, while it’s crucial to adapt to the changing media landscape, it’s equally important not to overlook the continued relevance of linear TV, especially when your target audience includes older viewers.

 

A big summer for TV

One of the enduring strengths of linear TV lies in its ability to bring people together for live events, and nothing exemplifies this more than sports. The thrill of watching a game unfold in real-time, the shared camaraderie among fans, and the suspense of not knowing the outcome until the final whistle are experiences that are best captured on live television.

This is best highlighted by the fact that almost 1.5 million Danes watched along as Jonas Vingegaard won the Tour De France in 2022. Similarly, 1.3 million watched the Danish national team face off against France during the 2022 world cup in Qatar.

This shows that sport events consistently draw large audiences to linear TV, making them a prime opportunity for advertisers. The communal nature of these events means they can reach a broad demographic, from casual viewers to die-hard fans.

Looking ahead, the summer of 2024 is set to be a significant period for sports – and consequently, for linear TV. With major events like the European Football Championship, Tour De France, and the Olympics in Paris on the horizon, we can expect a surge in linear TV viewership. For advertisers, this presents an excellent opportunity to reach a wide and engaged audience.

 

TV still has its place

Linear TV as we knew it no longer exists, but linear TV still exists, albeit on new terms. TV remains a mass medium where advertisers can reach a broad audience at a low CPM.

Given the increasingly fragmented media landscape and geopolitical conditions causing uncertainty in advertisers’ budgets, linear TV ad spots are not sold out, which can trigger favorable prices.

As the media landscape continues to evolve, it’s clear that while the role of TV may have changed, it certainly still has its place. For advertisers, understanding these shifts and adapting accordingly will be key to reaching audiences effectively in this new era.

 

If you would like to learn more about the opportunities that the TV media has to offer, then reach out to Kristan Willemann, Senior Video & Audio Strategy specialist at [email protected]