I’ve just been flicking through the latest comScore US TV report and a couple of things jumped out
1. The idea that Millenials (18-34 yrs) don’t watch traditional TV is not entirely right. Yes the trad TV numbers are decreasing and viewing is shifting to mobile devices but it’s about a 1/3 of users and there is still a significant audience on the big blue bar.
2. The main driver for watching TV content on the internet is schedule flexibility and convenience. Skipping ads and cost were are lesser factors in this study
The recommendation from Omnicom to move 10-25% of TV ads dollars to online video sounds ballparkish sort of right (depending on your audience and product type yada yada of course) and remember that customers are following the high quality content so they might be watching full episodes online and on traditional TV.
full report if you want to have a look: US total video report October 2014