Television Viewers Turn to the Net
Forty years ago, television was considered "new media" and just 15 years ago cable was labeled the same. In their early days, each proved to be an asset to the media plan and so has the Internet today.
During the 1980s and 1990s, media planning began to change as network television audiences turned their attention to other sources of media. In the early 80s, with only three major networks, planning and buying time was simple. But as cable and new networks surfaced, traditional television viewing was fragmented and advertising budgets were forced to follow suit. With more options in viewing, audiences became more fragmented and media plans accommodated this change to reach target audiences.
With the Internet's popularity growing more each day, media planners must adapt their plans to reach the increasing number of people spending more time online.
Studies show that viewers are shifting from television viewing to the Internet. According to a Forrester Research report in which researchers asked PC users which activities they give up to spend time on the Internet, three quarters said they give up television for the Net.
The Net is Growing at an Unprecedented Rate
The Net is proving to be the fastest growing medium in history. Mary Meeker, Managing Director, Morgan Stanley, and a team of researchers estimate that the Internet will acquire 50 million users in just five years, a feat that took television 13 years and radio 38.
Researchers have consistently found that Internet users, both men and women, are young, well-educated and earn relatively high incomes.
This site created by Laura Biller