Nielsen’s Q3 2018 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.
- In Q3 2018, adults 35+ spent over 40 hours weekly with their television sets, as the TUT (Total Use of Television) reached 40 hours and 45 minutes. TUT includes Live TV + Time-shifted TV as well as TV-connected devices (DVD, Game Console and Internet Connected Device, which would include Smart TV app usage). Live TV was the primary contributor, with 32 hours and 19 minutes.
- At a distant second was App/Web on a Smartphone, with a weekly time spent of 16 hours and 38 minutes. Included in that figure is Video Focused Web/App, which contributed just 54 minutes.
- Radio was third with a weekly time spent in Q3 2018 of 13 hours and 10 minutes. It should be noted that radio includes listening to AM/FM radio stations, digital streams of AM/FM stations, HD radio stations and satellite radio.
Nielsen’s Total Audience Report data reflects scientific measurement and is today’s gold standard in time-spent analysis. The Q3 2018 Total Audience Report is the latest data demonstrating that TV remains consumers’ medium of choice and as such, continues to be the most effective and powerful marketing medium.
Visit the Nielsen site to access the full report.
The following key points highlight the strength of the local broadcast industry:
Source: The Nielsen Company, Q3 2018 The Total Audience Report