Who watches TV anyway?

That’s the question you need to ask yourself before you even consider spending money on television ads. According to an article written by the Director of Business Development here at Maudience, Greg Yokanovich, in the last five years the hours spent watching television by 18-34 year olds has dropped by 9 hours. A week. That’s 40% of that demographic’s traditional television time being spent doing something else – and let’s be honest, they’re probably streaming their shows online.

With fewer people watching television, and those who do watch probably skipping the commercials (thanks, TiVo), you have to ask yourself: How much bang am I getting for my buck?

The answer is actually very hard to calculate. It’s always been difficult to measure the ROI for television ads. Unlike pay-per-click advertising, there’s no surefire way to know how many sales or leads are generated by them. Add the inability to measure the success of the ad in comparison to sales, and you’ve got a very flawed advertising tool.

So why are people still using it?

Well, you know what they say: “That’s How We’ve Always Done It”

Then again, before indoor plumbing there was a way we’d always done it as well. Thank goodness for change, am I right?

Read the whole article here.