With the release of Stan/ Netflix ect is this the death of the 30 second free to air add? And if so what's the next angle of attack from advertisers?

Exhibit A


^^1982 campaign to stop people taping stuff onto cassette. How we laugh now - music was clearly not killed. Evidence shows copying leads to increased sales. And yet they're still pursuing 'pirates'.

Exhibit B 1979

Did video kill the radio star? Maybe? But tv didn't kill radio, which is the bigger theme.

Exhibit C
1922 - radio will kill the newspaper star
www.gizmodo.com.au/2014/09/1922-radio-will-kill-the-newspaper-star/

Exhibit D - 2013 - will tablets kill newspapers in our lifetime?
www.poynter.org/news/media-innovation/105651/analyst-tablets-will-kill-print-newspapers-in-our-lifetimes/

Point is that when a new medium comes, it virtually never kills the previous paradigm. Things change. Some shoots die off, others flourish. But the medium lives on, and things just fragment, splinter and reform in new ways.

I personally have watched very few free to air ads in the last few years. Not to mention very little of the brain-dead tripe FTA networks serve up in decreasing slabs between the ad breaks (they're currently pushing for much greater ads per hour by the way). I never get cultural references around the water cooler. It's a small price to pay.

My weekly total consumption of free to air would be sub 2hrs and my kids next to zero, so who's still watching ? and are the advertisers still paying the same rates for a 30 second spot.

I can only afford free to air

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kiteboy dave said...

Point is that when a new medium comes, it virtually never kills the previous paradigm.

Except blockbuster video and a few hundred other examples?

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Unhook3d said...

kiteboy dave said...

Point is that when a new medium comes, it virtually never kills the previous paradigm.

Except blockbuster video and a few hundred other examples?

Which in turn killed the drive in cinamas

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Unhook3d said..

kiteboy dave said...

Point is that when a new medium comes, it virtually never kills the previous paradigm.

Except blockbuster video and a few hundred other examples?

Fair point, they have pretty much been replaced by the booth where you "rent" a DVD and it burns the disk with your file.

However - people are still buying CDs and DVDs in their thousands. Walk in to any shopping centre, there's DVD shops and JB Hifi and all the big stores. There's a whole generation who will only ever watch a 'film' on FTA or by renting or buying a DVD.

As for drive-ins, they had a certain romance but as a business had their drawbacks anyway - tinny mono sound, foggy windows, massive outdoor screen (less bright/clear etc), low density due to cars therefore low return per m2, expensive to set up & run, etc. Only worked as a business model in the heyday of the car when social norms made it hard to get some quiet time with your girl..

I just record and FFW the adds! Not a lot of peeps watch the adds!