Nielsen Total Audience Report – Q4 2016

What You Need to Know

Nielsen’s Q4 2016 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.

 

  • With over 34 hours of traditional TV weekly viewing, inclusive of time-shifted viewing, adults 18+ are consuming nearly twice as much television each week as compared to the second most used medium, smartphone app/web usage, and nearly three times as much television each week as compared to the third most used medium, AM/FM radio.
  • Television dominated video viewing with a 92% share, as compared with watching video on the internet (6%) and watching video on a Smartphone (2%).

     

Nielsen’s Total Audience Report data reflects scientific measurement and is today’s gold standard in time-spent analysis. The Q4 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, Q4 2016 The Total Audience Report


  Source: The Nielsen Company, Q4 2016 The Total Audience Report, A18-49 weighted by population


  Source: The Nielsen Company, Q4 2016 The Total Audience Report

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