At nearly six hours per day, TV and video viewing accounts for more than half the time we spend doing all other leisure activities — and almost as much time as we spend asleep.
What's behind our obsession with moving pictures? There's no single answer to that question, but one recent study suggests that part of the explanation may lie deep within our brains. The study, published in the Journal of Advertising Research, explored the connection between TV viewing and brainwave frequencies, as measured by electroencephalography (or EEG).
Watching TV and video generated brainwaves is associated with pleasant, wakeful relaxation and absorbed cognitive capacity, taking viewers' minds off other things,” the study says. “Total television and video viewing is increasing because it meets basic human needs, especially for relaxation and escape.”
Understanding consumers' desire — even need — for viewing time to serve as escapism can help advertisers make better creative decisions that in turn may boost reach and engagement, the study found. “Television and video advertising creative content should aim to minimize advertisment avoidance by matching viewers' needs for relaxation and escape, entertaining them rather than trying to communicate complex information,” it says.
Of course, consumers' primal thirst for relaxation is only part of the increased viewership equation. In the last quarter decade, opportunities for watching have grown exponentially. Mobile devices now enable consumers to watch TV and video on the train, at the doctor's office or in the bathroom, while streaming allows them to never miss a moment of video content they don't want to.
“Media consumption and TV viewing are increasingly personal,” writes Irwin Gotlieb, global chairman of GroupM, for Adage. “People watch what they want, when and how they want. ‘Watching TV' is less about the device, the living room or the delivery method and more about content.”
Yet as diversified as our viewing experiences have become, traditional television hasn't suffered as much as one might expect. Broadcasts watched on a television set (either live or replayed via DVR) still account for 84 percent of of total viewing time, the research study found. Such viewing continued to climb long after the onset of the digital era, peaking as recently as 2010.
“Americans still watch an absolutely astounding amount of traditional television,” writes Alexis C. Madrigal for The Atlantic. “The '00s saw the greatest growth in TV viewing time of any decade since Neilsen began keeping track in 1949–1950: Americans watched 1 hour and 23 minutes more television at the end of the decade than at the beginning.”
That's not to say the picture is fixed: Newer technologies like 5G may eventually shift TV and video consumption more dramatically toward online viewing, making it even more important for marketers to find ways to minimize advertisem*nt avoidance, the study says. And in an increasingly fractured media landscape, issues like measurement and targeting will be key challenges. Yet the one thing advertisers can count on is consumers' collective allegiance to TV and video, be it rooted in brain chemistry, convenience or a combination of the two.
“One thing is enduring through all of these changes and that is our intrinsic fascination with moving images,” Gotlieb writes. “Viewing is fragmented and will continue to splinter, but TV is not in decline. Instead we have been pivoting from the old TV we consumers cherished, and which we marketers valued, to something even better.”
Illustrations by Andrey Smirny
FAQs
Entertainment: Television is a primary source of entertainment, offering a wide range of shows, movies, and series to relax and unwind. Information and Knowledge: Many people watch TV to stay informed about current events, news, documentaries, and educational programs.
What are the causes of watching too much TV? ›
The causes of TV addiction include emotional relief from distress, an addictive personality, environmental deprivation in early childhood, and distraction from boredom.
Why do we watch television more than we want to? ›
More specifically, the authors found that watching TV and video “generated brainwaves associated with pleasant, wakeful relaxation and absorbed cognitive capacity, taking viewers' minds off other things.” They conclude that viewing has increased because it still meets the same basic psychological needs as in the past ...
Why do some people prefer to watch TV? ›
Many people turn to television as a way to unwind after a long day. It's a time to decompress, relax and enjoy some entertainment. But did you know that watching TV can help reduce stress?
Why do some people watch TV all the time? ›
Maybe mental laziness, lack of motivation or friends. Maybe tiredness from depression or borderline depression. I've heard many people say that they do it to attempt to drown out their negative inner monologue that's causing them anxiety or sadness.
Why do old people watch a lot of TV? ›
Why do older people watch so much TV if it could harm their health? One possibility is that older adults may enjoy TV more than younger adults because they have fewer alternative demands of their time (e.g., working). Another possibility is that older adults may use TV to regulate negative emotions.
Why are people addicted to TV? ›
As with other types of addiction, watching TV can boost dopamine production in your brain. The resulting pleasurable feelings act as a “reward” that makes you want to continue watching TV.
What is the psychology behind binge-watching? ›
The release of dopamine helps us feel good, and it results in a "high" similar to that induced by drugs and other substances with addictive qualities. Your brain craves more and more, and as long as you continue to binge, your brain produces dopamine.
Why do people get addicted to screens? ›
Causes and Effects of Screen Addiction
Dopamine is the hormone responsible for driving and reinforcing habits. The stimuli produced by screens can activate the dopamine reward system in the brain, creating a dopamine feedback loop similar to those found in the brains of nicotine or cocaine users.
What age watches TV the most? ›
85% of people say they use a streaming service, with 15% saying they don't use one. From 2013-2017, adults in the 65 and older demographic spent the most time watching television, about 4.3 hours, while 25-34-year-olds watched the least amount per day, just over 2 hours.
Television is an audio-visual medium. It is the most popular medium of mass media and is available to every stratum of society. This medium could cross the inherent limitations of newspapers and the radio and show the actual visuals of an event to people. Television channels also telecast programmes based on history.
How does TV influence a person negatively? ›
In This Article: Too much screen time can lead to obesity, sleep problems, chronic neck and back problems, depression, anxiety and lower test scores in children. Children should limit screen time to 1 to 2 hours per day. Adults should also try to limit screen time outside of work hours.
Why is watching less TV good? ›
Children, teens and adults are recommended to limit their TV viewing to less than 2 hours each day. These recommendations are made because staring at “The Idiot Box” has been linked to lower communication skills, antisocial behavior, altered brain structure, overweight and obesity and poor grades in school.
Do most people watch TV everyday? ›
Not everyone watches TV on a given day, but most people do. Of the population ages 15 and older, 79.2 percent spent some time watching TV on a given day in the period from 2013–17.
What are the disadvantages of watching television? ›
Disadvantages of Television
- Loss of Education for Children: The children sometimes watch disturbing movies that have an impact on their mental health. ...
- Inappropriate Visuals for Children: ...
- Time Wastage: ...
- Encouragement of Sex and Violence: ...
- Increased Electricity Bill: ...
- Influence on Health: ...
- Separation from Society:
Many people find watching movies both entertaining and a way to reduce stress. Watching movies can make us forget our problems is an alternative to anxiety loss. As previously said, watching movies can have a positive emotional impact. Movies can calm us down and soothe us.
Why do people watch the same video over and over? ›
Repeated viewing fulfills emotional needs, gives us comfort, provides a sense of control over our lives, and connects us with our past. Familiar shows provide an appealing mix of relaxation and stimulation, and an unexpected combination of old and new.
Why is watching TV so addictive? ›
The release of dopamine helps us feel good, and it results in a "high" similar to that induced by drugs and other substances with addictive qualities. Your brain craves more and more, and as long as you continue to binge, your brain produces dopamine.
What is it called when you watch TV all day? ›
Binge-watching - Wikipedia.
