New York, November 13, 2012 – TVB, the not-for-profit trade association of America’s commercial broadcast television industry, today issued the following statement from Steve Lanzano, President and CEO of the TVB:
“Nielsen’s Q2 2012 Cross-Platform Report reveals that despite America’s fascination and rapid adoption of smartphones, tablets and gaming technology, Television (Live and Time Shifted) remains the most dominant and sought out medium. This is consistent with TVB’s analysis of the current Primetime broadcast season where time shifted viewing can account for as much as 30% of National Live+ Same Day viewing, and in LPM markets where time shifted viewing can account for more than 50% of Live+ Same Day viewing. DVRs are providing viewers with the ability to adjust their viewing to their lifestyles without compromising access to their most desired medium, Television. Nielsen also reports that ‘36% of P35-54 use their tablets to dive deeper into the TV program they are watching,’ further demonstrating America’s devoted interest and growing engagement with TV programming. As measurement evolves and we can get tablet data, we will be able to see the totality of all Television viewership.”
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including this website, to support its members and to help advertisers make the best use of local ad dollars.