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Have You Cut the Cord? What About Your Customers?

Have You Cut the Cord? What About Your Customers?

In 2016, a year that included the Olympic games and an extremely dramatic presidential election, Americans abandoned pay television at record speed. So far this year, 22.2 million people have ‘cut the cord’. This is an increase of 33% compared to 2016’s numbers. The number of ‘cord-nevers’, people who have never paid for television, has increased nearly 6%. In 2017, Americans, who are notorious for watching a lot of TV, will be averaging less than 4 hours a day.

We discussed these numbers internally to see if they reflected our experience: while more than a few team members still have cable, most of us are far too busy to watch more than 4 hours of television a day – and when we are up for a binge-watching session, we’re more likely to turn to Netflix, Hulu, or other streaming services. 75% of surveyed team members who have not yet cut the cord are seriously considering doing so.

Price, Easily Available Alternatives Top List of Reasons to Cut the Cord

According to this article in The Street, price is the top reason people choose to cut the cord. The average pay TV subscription costs more than $100 a month now, and many families simply can’t afford it. Another reason cord-cutting is attractive is the ease of accessing video content via other streaming services, such as Netflix or YouTube. Many survey respondents said they simply don’t watch enough TV to justify the expense; consider that Netflix is $10 a month, compared to cable’s $100+, and the cord-cutter’s case makes itself.

Considering Cord-Cutting from a Business Perspective

When we talk about marketing budgets, ROI always matters. Changing television viewing habits and advertising opportunities on alternative platforms – especially YouTube – need to be discussed. The first part of the conversation must center on what your actual customers TV watching behaviors are. Are they cord-cutters, or are they watching hours of programming every single day? This is a question you can ask via social media, on your website, through an e-mail survey, or in person. Local TV affiliates will happily provide you with their own viewership statistics, but the information you gather directly from your customers will be more relevant.

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Television advertising has always been cost-prohibitive for many smaller businesses. This may change as viewership continues to diminish: if your customers are still watching, this is a potential cost savings to take advantage of. On the other hand, if you know you’re serving dedicated cord-cutters, exploring advertising on YouTube and on other streaming services is a good idea – or you may want to consider what the futurists at MediaPost say the future holds: the disappearance of advertiser supported media. This may very well be what is happening, leaving business owners with a need to find alternative routes to connect with their customers.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office