Habit plays its role

Jake ScudamoreVice-President, MarketingTSN The Sports NetworkThere is a tendency to watch tv out of habit, and, in a lot of cases, that can override going to view a specific program.In other words, if I want to watch nhl hockey on tsn,...

Jake Scudamore

Vice-President, Marketing

TSN The Sports Network

There is a tendency to watch tv out of habit, and, in a lot of cases, that can override going to view a specific program.

In other words, if I want to watch nhl hockey on tsn, I will go to tsn at a certain time.

But I believe that the viewer is watching tv before and after that program. They are doing it as a habit.

Drive viewership

They are not going to go out and do other things for 30 minutes. And that tends to drive viewership that was not earned.

I would also suspect that viewers ‘graze’ more in shows they consider fillers. And when they hit the show they want, there is less grazing taking place.

The whole trend in business today, and in life, is ‘I want everything at my fingertips at all times.’

That includes everything from my computer in my office, to my megastore that is open seven days a week, 24 hours a day.

When I want it, I can get it. Television is another product that is both fuelling and fulfilling that need.

24 hours

The average Canadian watches about 24 hours of tv a week. That is 14.3% of their life.

If you assume the average person sleeps 52.5 hours a week, and that they work 37.5 hours a week, and maybe other things involve 10 hours a week of travel and things we must do, tv captures a minimum of 35% of our unencumbered conscious life.

That is why consumers want choice. Hence the specialty channels.

If you draw an analogy to a grocery store, the consumer is not going to say:

‘You mean I can only buy meat on Monday, vegetables on Tuesday, canned goods on Wednesday, dairy products on Thursday?’ and so on.

The mind-set is that ‘I need to get what I want. I’m willing to give you some filler time in between programs, but if that filler doesn’t hold me, I’m going to go somewhere else.’ The patience is not there.

We forget that a tv viewer is no different from a consumer of any other product. They are consuming with their eyes instead of their palate.