It is no secret that the landscape of modern-day media is shifting. (Almost) gone are the days of catching up on current affairs via a broadsheet newspaper sprawled across your breakfast table, and paper delivery boys and girls have long abandoned their bicycles in favour of other teen jobs over the past 2 decades.
But could the same happen to TV news?
A recent report by Ofcom highlights a significant shift in news consumption habits across the UK. For the first time, online news sources have surpassed television as the primary source of news for adults.
According to the report, 71% of adults are now accessing news online, while TV news viewership has taken a steep fall from 75% to 70% in the last year (ofcom.org). Social media platforms such as Facebook, YouTube and Instagram have played a pivotal role in these statistics as more than half of UK adults are now switching to socials to stay on top of news stories, an almost 10% increase since 2018.
Image credit: https://www.ofcom.org.uk/media-use-and-attitudes/attitudes-to-news/tv-loses-its-crown-as-main-source-for-news/
Although it may not come as a surprise that 88% of young people aged 16-24 favour online channels to stay updated with current affairs, the report also shows that older generations aged 55+ are also turning to online news sources more regularly than in previous years.
This closing of the generational gap offers marketers an exciting opportunity to adopt digital-first strategies that target audiences effectively and meaningfully. By embracing digital public relations (DPR) and tailoring a social strategy, businesses can become part of the story and increase visibility with compelling, high-quality content to engage their audiences.
As modern news consumption overtakes traditional, valid concerns arise about the authenticity of online news. For example, 60% of those surveyed by Ofcom believed they had encountered questionable or misleading information online during the UK general election. Additionally, the volume of user-generated content could be contributing to the blurred lines between legitimate and fake news, and social media algorithms may prioritise sensationalist stories, which could lead to the spread of misinformation.
To address these challenges and maintain consumer trust, brands should prioritise educating users on identifying fake news and supporting fact-checking initiatives that help improve critical thinking skills. Implementing transparent policies, content moderation, and ethical practices can help companies play a significant role in preventing the spread of misinformation on their platforms. This not only protects consumers from harmful content but also strengthens brand reputation and fosters trust with the audience.
Sam Wilson, Managing Director of CTV, EMEA at Magnite, emphasises that TV viewing remains relevant despite shifting consumer behaviours. The emergence of Connected TV (CTV) has revolutionised the way we consume content, offering personalised viewing experiences and new opportunities for targeted advertising. CTV platforms allow users to stream content from various sources, providing flexibility and on-demand access. Integrating CTV with other digital channels can create a powerful multi-channel strategy to reach target audiences.
Overall, it is an exciting time in the digital world, with many new opportunities for businesses to be a part of. Consumer news habits may be shifting dramatically, but connection with audiences remains the foundation for marketing success. Embracing digital channels and prioritising trust through accurate information and authentic content can help brands adapt to the evolving landscape and connect with audiences effectively to build lasting relationships.
Check out our media strategy and consultancy page today and get in touch to discuss how our team of media can help you navigate the evolving news landscape and reach your marketing goals.
What are your thoughts on this newsflash of changing consumer behaviour? Let us know in the comments!
https://www.raconteur.net/marketing-sales/big-debate-tv-advertising
https://www.campaignasia.com/article/how-ctv-can-benefit-all-brands-big-and-small/497266
https://digitalmarketinginstitute.com/blog/what-is-digital-pr#heading_67111
