How TV’s decline is reducing consumer engagement with brands
by Richard Carufel | Mar 26, 2019
Marketers and advertisers have a problem, and it’s worse than they thought. The decline of ad-supported television is driving down audience engagement with brands, according to new analysis of consumer conversation patterns by Engagement Labs, which finds the conversation frequency among the most prolific consumer conversationalists—young people—has plummeted.
As cord-cutting and advertising avoidance expands to older segments, brands will find it increasingly difficult to achieve their marketing ROI objectives, unless they respond with new approaches that not only reach consumers but also inspire brand engagement. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a new paper published in the MIT Sloan Management Review, including conversations that are triggered by paid advertising.
The analytics behind the new report, Cutting the Cord That Engages Us, reveal that over the last five years, the number of consumer conversations about brands per week among teens have dropped from 115 per person per week to 95, while among twentysomethings the drop is from 102 to 93 per person.
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