Why Snow means the death of Broadcast TV

Today, like most Londoners, I was stuck at home, as no trains were running from where I live into the centre of town.

Whilst for me, since I was working from home today, that wasn't too much of a drag, my wife's office was closed as no-one could get in. So she ended up being stuck at home as well.

Now, while for many married people, this might be an incentive for the husband to spend even more time in the study working, (I only joke) we've only been married for 6 months, so an unexpected day together is something rare.

So, funnily enough, not as much work was done, and around going out for a walk, throwing snowballs at each other and the local urchins, and going to the pub, we watched daytime television.

And what greeted us?

The same diet of dreadful programming ("Wanted down under" anyone? "Homes under the Hammer"?). And unsurprisingly the same adverts,  - car insurance, ambulance chasers, and the like.

Now, in the Greater London area alone today, there were what, 2-3 million people stuck at home? All of whom are probably people who are never there during the day. So therefore, it's a fair guess that of them, a high percentage were affluent (in credit crunch terms) who normally, programme makers, and therefore, advertisers, give their right eye teeth to reach.

It's at this moment that linear Broadcast TV's limitation's become painfully apparent.

The schedule was planned weeks in advance, the media buyers bought the advertising while the commercial was being made. So as a result, advertisers missed out on reaching literally millions of prime viewers.

So, now contrast this with internet television services - iplayer - the forthcoming Kangaroo, or Hulu in the US. 

These people, if they are savvy, are then going to choose what they watched today. They'll watch "A History of Scotland" or "Demons" or whatever takes their choosing. Suddenly the advertisers who paid to reach those particular audiences by targeting them end up with a bonus day.

As increasingly we get to choose when we want to work, with flexi-time and the like, advertisers are therefore going to be far less able to predict our viewing habits.

So, can a day - or two days at this rate - of snow be a tipping point? I know that if I was a brand owner I'd be furious that I missed out on today. 

And you don't want to be trying to renegotiate ad rates in this market with brands that are already pre-disposed to dislike you, do you?

However, lets face facts, adverts, or TV, are never going to win over plugging an annoying 16yr old in the face with a perfectly aimed snowball..

Where are my gloves...

David