Primetime HUT Trends

HUTs and PUTs tend to follow the same patterns year after year, with some variations for Olympics months. During the year, there is some variation by month but not dramatic differences.

It has often been theorized that Americans watch much less television during the summer. In actuality, TVB’s analysis of June, July and August NTI averages for 2001-2007 finds that the fall-off is consistent and not severe nationally. Some local markets, particularly in the South, may actually have increased HUTs because of the hot summers.

Here are the major trend points:

• Yearly averages for HUTs and PUTs were about the same for most demos in 2007 vs. 2006.
• There is very little difference in the HUT indices for the summer months over the last 7 years.
• Adult 18-34 PUT declines were consistent with the Adult 25-54 declines for the
  summer months.
• The decline in summer months’ HUTs ranges from 6% to 14%, with the majority at 6-9%
  in 2007.

 Click here to view the NTI primetime HUT tables by month for 2001-2008