Television: The king of the media jungle

Technology is changing the way we consume media here in Australia. A mere decade ago, our sources of information were more or less confined to newspapers and television, perhaps with an occasional media injection from our slow-speed Internet connection.  

Fast forward to the present day and we have access to a staggering array of devices brimming with up-to-the-minute news and entertainment. What's more, we're not afraid of embracing this technology, with smartphone and tablet penetration set to reach 93 per cent and 80 per cent respectively by 2018, according to estimates from Frost & Sullivan.  

While PR managers will want to have media tracking processes in place to monitor the success of campaigns on these platforms, it's also important to note that Australians continues to demonstrate a very strong relationship with one traditional piece of media: the humble television.  

More than 90 per cent of Australia watches TV every month.

TV remains king

Recent research from Nielsen has revealed that TV remains the viewing screen of choice among Australians, despite the myriad options now available. More than 90 per cent of the population is tuning in, with some 22 million people watching broadcast TV each month during the first quarter of 2015.  

While these numbers are impressive in their own right, what's even more fascinating is the amount of time we spend in front of the box. The average consumer is watching an incredible 89 hours and 28 minutes of TV per month, or around three hours per day.  

How are our TV viewing habits changing?

Television remains the dominant viewing screen in Australia.Television remains the dominant viewing screen in Australia.

The research also found that while the proportion of time spent watching live TV has slowly declined in recent years, playback viewing of past broadcasts has steadily risen. Craig Johnson, head of Nielsen's Reach Solutions across Southeast Asia, North, pointed out that the changing face of television represents the steady evolution of media consumption as a whole.

"People are continuing to evolve the way they consume media and are leveraging technology more, and, in increasingly varied ways. The TV screen remains the core of this consumption ... Playback continues to grow as does delayed viewing with an increase in 8-28 days, showing that people are more prepared than ever to watch content at their own convenience," said Mr. Johnson.

Clearly, the television set remains an important cornerstone of the Australian media landscape. Consequently, any organisation seeking to excel in this market will need to implement broadcasting analytics to ensure they're engaging effectively with their target markets.

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