Changes in the way we view Advertising

ofcom Ofcom – the communications regulator, has just released a report that most parents know about and will scare the living daylights out of some commercial TV channels.

It is this.

We now have a situation where the majority of British homes are multi-visual.

In other words, while people are watching television, there is a growing tendency for them to also ’surf’ the Internet at the same time.

It’s interesting that this figure is now officially documented by Ofcom. At Loudhailer we’ve been talking about this phenomenom for years but without back-up data to support us.

I know that in my house – believe this or not – we can have the television on and as a family of 4 we can be using as many as 3 other computers at the same time. We find this perfectly normal.

This is definetly the future. The kids log into MSN or Facebook while TV adverts are on and then go back to watching the TV afterwards. When their favourite programme is over, they leave the sitting room and go to their own dens.

For me, I might check an advert or a political statement online while they are still speaking on the television. How do you think so many emails arrive into the studios of GMTV or BBC in the morning or as comments are going ‘Live’?

Tell me I’m wrong.

And where is the average Corporate Communication in relation to this. Nowhere.

We still have to deal with clients who want to ‘Print’ brochures. How archaic.

By the way, I’m writing this from a remote cafe in Cumbria using wireless technology (Sedbergh to be precise) and I know that people in London and New York will be reading my point of view in minutes from now because I have clients there.

Archaic? Or time for a change…

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