Statement by TVB SVP & Chief Research Officer, Stacey Lynn Schulman, on Nielsen’s 3Q Cross Platform Report


New York, January 14, 2013 – TVB, the not-for-profit trade association of America’s commercial broadcast television industry, today issued the following statement from SVP & Chief Research Officer, Stacey Lynn Schulman of the TVB:

“The results of Nielsen’s latest Cross-Platform Report clearly illustrate the bonus audiences - beyond LIVE viewing - that broadcast television continues to deliver to today’s marketers. With more options for audiences to consume content when and where they want it, it is not surprising that the viewing windows for premium broadcast programming are expanding. Unlike cable networks which saw audience expansion primarily in the children’s genre, broadcast dramas and sitcoms demonstrated their extended shelf-life and attraction to viewers, with audience growth beyond-7 day, time-shifted program viewing.”

“Nielsen’s latest Cross-Platform Report also confirms that despite the variety of entertainment alternatives present in the home, traditional TV remains the dominant choice for viewing video across all age groups. On a monthly time spent basis, 18-49 year-old adults spend 14 times as many hours watching video on television versus the Internet, and 26 times as many hours versus their mobile phone usage. The greatest gap in our understanding of true cross-platform behavior lies in tablet usage and we urge Nielsen to move forward swiftly with a solution to measure this usage as well.”

About TVB
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.

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