People are always talking about how young people are watching less TV and using the Internet more. Well, they are using the Internet more, but they are also watching five percent more TV, according to a recent Nielsen study. It appears the rumors of TV’s demise may have been slightly exaggerated.
What does this mean for your marketing mix? If you are a big brand (with the accompanying big budget) with products that appeal to young people, don’t run from TV advertising like rats from a sinking ship … just yet. Split your advertising budget between TV and Internet. Use some money to begin to test what works on the Internet and what doesn’t (See a recent Marketing Matters posting, "Do You Split Test"), but don’t be too quick to kill the golden goose of TV ads.