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The games exemplify a broader trend. This year the average American will watch 172 minutes of broadcast and cable television a day, 100 minutes less than ten years ago, estimates eMarketer, a research firm. Among the so-called “money demographic” of 18- to 49-year-olds, viewership has fallen by half as audiences have gone online. Even so, spending on TV ads is remarkably stable. In 2021 brands will blow $66bn on American commercials, about the same as every year for the past decade.
這幾場奧運會體現出一種更廣泛的趨勢。據研究公司eMarketer估計，今年美國人平均每天會收看172分鐘的廣播電視和有線電視，比十年前少了100分鐘。在18歲至49歲的所謂“金錢人口”中，隨著觀眾上網，收視率下降了一半。即便如此，電視廣告支出仍相當穩定。2021年，各大品牌在美國廣告上的支出將達到660億美元，幾乎與過去十年種的每一年持平。
TV remains “the worst form of advertising, except for all the others”, says Brian Wieser of GroupM, the world’s biggest ad-buyer. The big streamers, such as Netflix and Disney+, are ad-free zones. Brands are wary of YouTube’s user-generated content. And ad-supported streamers like Peacock and Disney’s Hulu still lack enough ad space to move big marketing budgets. As a result, advertisers keep ploughing money into television, even as returns diminish.
世界上最大的廣告買家群邑集團的布萊恩·韋瑟說，電視仍然是“最糟糕的廣告形式，除了所有其他形式”。Netflix和Disney+等大型流媒體都是無廣告網站。各大品牌對Youtube的用戶生成內容持謹慎態度。而像Peacock和迪士尼的Hulu這樣靠廣告支持的流媒體仍然缺乏足夠的廣告空間來承接大筆營銷預算。結果就是，廣告商們繼續在電視上投入資金，即使回報在下降。
Perhaps not for long. YouTube is making inroads into brand advertising as its content mix becomes more professional. Amazon is expected to run ads in its National Football League coverage next year. By combining premium content with targeted commercials, the e-empire is going to unlock “huge buckets” of ad dollars, predicts Andrew Lipsman of eMarketer. In 2019 advertising on streaming services in America was worth only 9% as much as adverts on cable and broadcast TV, eMarketer says. In 2023 that figure will be 32%.
這種情況或許不會持續太久。隨著YouTube的內容結構變得更加專業，YouTube正在進軍品牌廣告領域。預計亞馬遜明年將在其國家橄欖球聯盟的報道中投放廣告。eMarketer的安德魯·利普斯曼預測，通過將優質內容與有針對性的商業廣告相結合，電子帝國將賺得“巨額的”收入。eMarketer表示，2019年，美國流媒體服務上的廣告價值僅為有線電視和廣播電視上廣告價值的9%。到2023年，這一數字將達到32%。
Where will this leave events like the Olympics? Probably still on the podium. Ad money will drain out of daytime and some primetime TV, thinks Mr Lipsman. But big, live spectacles will be as desirable as ever. “There is nothing more powerful in media than the 17 straight days of Olympics dominance,” summed up NBC’s sports chief, Pete Bevacqua. As in sport, it doesn’t matter that you aren’t as good as you used to be, as long as you beat the competition.
奧運會這樣的賽事將何去何從？可能還會是廣告商的寵兒。利普斯曼認為，廣告收入將從白天和一些黃金時段的電視節目中流失。但是，重大的、實時的場面將一如既往地令人向往。NBC體育主管皮特·貝瓦卡總結道：“在媒體界，沒有什么比主導連續17天的奧運會更強大了。”就像在體育運動中，只要你戰勝了競爭對手，你不再像以前那樣優秀也沒什么關系。
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