How quickly is traditional television giving way to online video? Over the last five years, total cable subscribers dropped by 6.7 million, and a quarter of millennials have never once subscribed to cable. No wonder, then, that Nielsen’s Total Audience Report from the first quarter of 2016 reveals that Americans age 18-24 are watching less and less traditional television each year.
Considering how quickly television viewing habits are changing, it only makes sense that advertising models are changing as well. And marketers, to be sure, don’t want to abandon video commercials altogether.
