8 months ago
Youth brands shift ad budgets from TV to digital
Youth brands are moving their advertising money from TV to digital platforms.
This is because young people's attention spans are getting shorter, and they are watching less TV.
Companies like Viacom18 are trying to stay visible and relevant to these young audiences.
They understand that they can't force what they think is important on the youth; instead, they need to focus on what the youth finds interesting and engaging.
The shift to digital advertising has helped make up for the loss in TV advertising revenue.
Youth brands are moving advertising budgets from TV to digital platforms.
The shift is due to fragmented attention spans and changing viewing habits among young South Asians.
Companies like Viacom18 are focusing on remaining visible and relevant to young audiences.
Digital advertising gains have made up for the impact on linear TV.
It's important to remain consumer-focused and not impose what is thought to be relevant on the youth.
- Who
- Youth brands and media conglomerates like Viacom18
- What
- Shift in advertising budgets from TV to digital platforms
- Where
- South Asia
- When
- As viewing habits change
- Why
- To remain visible and relevant to young audiences with fragmented attention spans
Key facts
- Advertising Shift
- From TV to digital platforms
- Target Audience
- Youth and young South Asians
- Reason for Shift
- Fragmented attention spans and changing viewing habits
- Impact on TV
- Made up by digital advertising gains
- Consumer Focus
- Importance of remaining consumer-focused and relevant
Quotes
Anshul Ailawadi
Former business head, youth, music and English cluster at media conglomerate Viacom18
“The challenge is that attention spans of young South Asians are getting increasingly fragmented, so one has to remain in the realm of visibility for them in an ever-changing world. And you can’t impose what you think is relevant on them. So, it’s important to remain consumer-focused.”
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