Have you heard that the Iraqi war is the second costliest American war, just behind World War II? Yes? No? Does the mere thought of it make you want to hide under your bed? Okay, let me try another approach, how do you watch television programs?
As many of us have already figured out, traditional ways of collecting information on how people watch television are no longer valid. The whole Nielsen Family concept is as dated as life with Ozzie and Harriet. TV viewing changed drastically at the time VCRs were introduced to the American marketplace in the late 1970’s. By the 80’s, television networks saw their traditional advertising revenue challenged and movie studios saw their films pirated. Claiming copyright infringement, entertainment conglomerates took companies that made and distributed VCRs and VHS tapes (along with the Beta formats) to court, finally losing their battle in the landmark 1984 U.S. Supreme Court decision, Sony Corp. of America versus University City Studios, Inc..
Just as record companies fought downloads a few years ago, movie and television companies fought any form of home based copying of programs. This despite the obvious desires of their customers. Instead of embracing new technologies they fought progress because they did not want to change how business had been done for forty years. Further, they did not collect solid data on what was recorded and when it was watched on VCRs.
The Nielsen family of lore limped along until modern day, just now realizing that such inventions/conventions as the Internet, viewing On Demand, and DVR, and TiVo are now significant ways people watch entertainment. For instance, although a program like ‘Lost’ is suffering from lower ratings compared to previous seasons, it is still one of the most TiVoed and Internet viewed shows, thus negating the standard Nielson measurement. Take into consideration the inexplicable dividing of the season between the fall and spring network schedule, it is surprising that ‘Lost’ didn’t lose more viewers than it did. BTW, this season, better than last!
Currently, companies like Nielsen are trying to keep up with the technology and change of viewing habits. Pushing the television industry to change are their bread and butter; advertisers who recognize that their minute to thirty second spots are no longer viewed. Through the ages, they paid dearly for time in which they were muted, ignored, or switched. Individual companies are now sponsoring net views thus ensuring their commercials are watched, along with sponsoring a whole network/cable show with little commerical interruption except for their product. Further, they tend to advertise differently knowing that often commercials are fast forwarded which makes wording and image identification is paramount to name recognition in the marketplace.
Current studies indicate that the American public may just be watching less TV in general due to the variety of sources they have to choose from for entertainment (http://www.cnn.com/2007/SHOWBIZ/TV/05/09/tv.missingviewers.ap/index.html). Further, I wonder if the trend of valuing younger cohorts over older ones will continue when financial data shows that older generations have more disposable income than younger, which does make one wonder why the general consensus is that the older the generation then the more they should be treated with disdain as if they are lepers whose money won’t spend. God knows what will happen when the ratings game acknowledges that sixty-something year olds (the once very coveted baby boomers) might change brands of cola as often as people who are sixteen.
How your viewing habits (be they theater, television, or Internet) changed in the last few years? Do you find that you try to rearrange your life in order to watch something on TV? Do you record many programs, but find you do not watch most of them? Do you just find that you are watching less TV? Are you a bit like me, and are amazed by which shows are hits and which ones are canceled? Overall, do you think television is better or worse than it was back in the day?
© 2007 Westerfield
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Comments: 20
I DVR most of what I watch so I can skip the commercials. It's such a habit that when I watch a live show [like sports] and an ad comes on I push Fast Forward to no avail.
I don't watch what I call Prime Time Soaps - a misnomer but what I mean is anything with a continuing story. Not because they aren't well done but because I don't like to get hooked into them. The exception to this is the Sopranos [grandfathered before I made this rule] and Masterpiece Theater.
I watch the good sitcoms because I write a humor column and it exercises the comedy lobe of my brain.
I've been watching TV more in the last few years. I think it's because my wife does it and she doesn't like it if I do something else. There are shows I like, I'm not a snob. Hey, I like Rachael Ray, Paula Deen, and my new heart throb, Nigella Lawson. I'd never watched Law and Order till we started watching the re-runs a year or so ago.
I don't hate TV, I just have some time wasting activities I enjoy more.
My TV watching took a severe dip some years ago when I had to start working evening shift. It came to the point that I watched absolutely NOTHING. I couldn't get back into the habit for the longest time after going days again. Even now, what I watch is very minimal. In the past year, I've added about an hour's worth of TV to my viewing habits on 3 or 4 nights a week.
When American Idol is over next week, I'll only watch on one or two nights. (Yeah. I watch AI and I'm proud!) Once the weather improves, I won't watch at all until October.
The advertisers are finally catching on to the ways TV addicts have found to ignore their commercials? Well, isn't that marvelous! Progress! It certainly took them long enough to grasp this phenomenon, didn't it? (Shh! Don't tell Gather's advertisers about AdBlocker, okay?)
I don't Tivo, but that's the future, here and now.
Get rid of the old codgers and bring in new, younger codgers who know what's going on.
People are connected to the computer, iPod, TV, cellphone. Often, at the same time.
We just don't watch in the same manner or same time frame as before.
This persisted until the 80s, when I enjoyed watching a couple of hours before bed with hubby, as a precursor to work the next day.
Kids came along and TV was often on.
Not many shows I watch regularly, and Lost is not among them; a few I get hooked (Bachelor, DWTS) despite my intentions.
I miss the days of loving 60 Minutes and PBS' Nature.
Don't like game shows. Watch them with my daughter sometimes, but not my fare.
Gone are the good ole days of Lucy, Honeymooners, My 3 Sons, Ozzie, Gidget, Happy Days, (moving along the decades, here) Mission Impossible, I Spy, Cheers, Hill St. Blues, LA Law, thirtysomething...Though Ken Olin's new Brothers & Sisters is interesting, Grey's Anatomy falling quickly, The OC died a quick death after Misha left for modeling; Desperate Housewives still a hoot.
Over and out.
Nippy, I don't know exactly if the estimate on the cost of the Iraqi War did factor inflation. I love Paula Deen! I agree, there is a ton of stuff that someone can do that is more worth the time spent on TV.
Ina, you don't have to apologize for 'American Idol' although I don't watch it, I do understand why people like it. It is sort of a blend between old fashion variety hours, game shows, and reality programming. It is a variety show where the audience has a stake in. I do hope that advertising and programming does start to realize that ALL age cohorts are worth courting!
Mike, I never watch sports. If I am at someone's house, I always end up falling asleep!
Krista, isn't that the best thing about technology - the communication with the rest of the world! I think advertising works best if it is subtle (product placement) and upfront (we are sponsoring this show). I think it would be interesting if you wrote an article about how things have changed. I don't think advertising is evil, I think it is all about persuassion.
Dannielle, I promise I won't tell them. I do love cable and I watch 'The Daily Show' and 'The Colbert Report' when I can. As far as traditional network programming, I haven't been into. I couldn't tell you the last time I actually watched a sitcom.
Ray, isn't it wonderful! Although there is so much wrong with the world, there IS still so much right about it! The Internet is changing humanity!
Kathryn, I think your viewing habits reflects EXACTLY that of the American public. I used to love '60 Minutes' but there are so many news shows (they used to be on all of the time) that it cheapened the concept of news magazines. I think people often have the TV on for background noise, especially the 24 hour news channels. I think a lot of people do cooking and cleaning with the boob tube on, and spend less of their down time watching it.
Terrific article, Lisa!