The Timeless Appeal of Television

In the age of endless scrolling and streaming, you’d think traditional television would be a thing of the past. Yet, the data tells a different story. Comm&Sense’s generational research, “Common Ground: Pinoy Voices in New Media,” shows that Free TV and Cable TV are far from obsolete. They’re still a cornerstone of entertainment for Filipinos, bridging generations in ways that digital platforms can’t always replicate.

Free TV: A Familiar Favorite

For Gen Z (16-26 years old), Free TV scored a mean of 2.75, while Millennials and Gen X (27-58 years old) followed closely with a mean of 2.78. Despite being the most tech-savvy generation, Gen Z still finds value in Free TV. Its curated programming and communal appeal offer a break from the hyper-personalized, algorithm-driven experience of digital platforms.

Cable TV: The Comfort of Choice

Cable TV also holds its ground, with scores of 3.24 for Gen Z and 3.35 for older generations. While not as dominant as Free TV, its diverse channel offerings provide something for everyone. From live sports to localized content, Cable TV continues to deliver experiences that digital platforms often struggle to replicate.

A Shared Experience in a Digital World

The enduring relevance of traditional TV lies in its ability to create shared moments. Whether it’s a family gathered for a noontime show or viewers tuning into breaking news, television fosters a sense of connection that transcends individual screens.

What This Means for Brands

For marketers, the takeaway is clear: don’t overlook traditional television. While digital platforms offer precision targeting, TV still commands attention across age groups. An integrated approach that combines the reach of TV with the engagement of digital can help brands connect with audiences more meaningfully.