[As seen in Surfing the Black Wave: Brand Leadership in a Digital Age, available now.]
Already, 54% of Millennials’ viewing time is spent on streaming TV, leaving less than a quarter of their viewing time allocated to live TV. Streaming has surpassed traditional television for the next generation. Now, a quarter of Millennials subscribe to no paid TV at all, and that number is increasing quickly.
We can’t use the old, proven models anymore. Measuring TV Gross Rating Points (GRPs) is no longer a viable media model to reach a mass market. The mass audience isn’t there anymore. Furthermore, the cost per impression to TV advertisers to reach this dwindling crowds has more than doubled.