On the way to the all-digital future, marketers have messages of caution to the streaming TV industry.
The Peacock-exclusive Wild Card game was a “smart move” to promote the capabilities of the streamer, according to Jed Meyer, svp and media solutions leader at Kantar. But the Kantar svp added, “The watch-out for the wider sports industry would be not to overwhelm and overburden consumers—as the number of platforms and viewing choices proliferate to watch sports content.”
Viewership across different streamers is also on the minds of brands moving forward.
“Sports is such a key part of Pepsi’s DNA, specifically the NFL, and we will want to continue to reach consumers in these spaces. This is especially true if the viewership is there, which Peacock just proved with the airing of this Wild Card game,” Katie Haniffy, head of media, PepsiCo Beverages, said. “For us, the challenge will continue to be connecting with consumers as content becomes more fragmented across all platforms.”
Additionally, Haniffy said a true test will be to see if the audience sticks around.
“While the numbers were high, it will be important to understand if this is an anomaly because of the matchup in the playoff season or if consumers continue to stay on the platform,” Haniffy said.
Streaming heads to the goal line
If the audience does stay, streaming could completely change the viewer experience, with Peacock having AI-driven shoppable and targeted ads to help marketers reach engaged consumers.
But in order to do that, Benes said streamers need to lean into the freedom of their platforms rather than have experiences that mirror broadcast.
“It’s weird to still see them come back from commercial break, punt or kickoff the ball and go to another commercial break when they don’t have to capitulate to the linear schedule,” Benes said. “Peacock can do whatever the hell they want. For all this talk of addressability and dynamic ad insertion and how you can target people, the ads were nationally broadcast brands.”
However, the platforms will have plenty of chances to change the experience as the shift from linear to streaming forges ahead and the numbers continue to climb.
“That’s where I think streaming is going to go. You’re going to have lower total viewership,” Benes said. “But the difference is always going to continue to be less to the point that streaming becomes the default.”
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