Nielsen Total Audience Report – Q3 2014

What You Need to Know

The average American today has more ways to watch video – whenever, however and wherever they choose. While certain segments of the population are migrating toward specific devices or viewing habits, the resounding trend is this: Americans are spending more time watching video content on traditional TVs, mobile devices and via the Internet than ever before.

Click here to visit the Nielsen site and to access the full report.

The following key points highlight the strength of the local broadcast industry:

  • Usage on the Rise. For the consumer, it’s about being entertained and staying informed. TV viewing trends remain significant and strong.
     
  • Traditional TV Still King. Despite the presence of a variety of entertainment alternatives in the home, Traditional TV remains the dominant choice for viewing video across all age groups. On a Monthly Time Spent basis, 25-34 year-old adults spent 8 times as many hours watching video on television versus the Internet, and 55 times as many hours versus watching video on a Smartphone. On a weekly basis, Traditional TV remains the top choice by a wide margin, more than double what Radio delivers.

    Monthly Time Spent With Media
    Comparison of Hours: Minutes by Demographic

      T12-17 A18-24 A25-34 A35-49 A50-64
     TV v Internet Video 14X 6X 8X 11X 20X
     TV v Smartphone Video NA 30X 55X 85X 169X


    Weekly Time Spent With Media
    Comparison of Hours: Minutes by Demographic

      P2+ A18+
     On Traditional TV 30:17 32:45
     Listening to AM/FM Radio 12:26 12:58
     Using any App/Web on a Smartphone N/A 7:27
     Using the Internet on a Computer 4:26 5:31
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  • Time-shifted viewing has become a true time-management tool, allowing viewers to consume their favorite entertainment programming when they want it – and that content most often comes from broadcast.
    • Broadcast television is now supplying a significant audience beyond LIVE viewing. Through a pilot study, Nielsen found that an additional 11.6% of viewing happens within 7 days and as much as 1% of viewing is happening between 7 and 29 days after air (on a Total Day basis).
       
  • Household Devices. In 3rd Quarter 2014, 81% of TV households have a DVD/Blu-Ray Player, down from 83% in 3rd Quarter 2013. DVR (49%) and Video Game Console (46%) remained flat year to year, and devices that grew included Tablet (from 28% in 3rd Qtr’13 to 44% in 3rd Qtr’14), High Definition TV (from 83% to 86%), Subscription Video on Demand (from 35% to 40%) and Enabled Smart TV (from 7% to 12%).
     
  • Economy Driving Some Consumer Choices. Wired cable service shrank -5.6% from 3rd Quarter 2013. Broadcast-only television was up +8.8%, Satellite decreased -1.1% and Telco grew +11.3%. In distressed economic times, consumers are trading their expensive cable services for the most economical alternatives. Broadcast television continues to supply the largest audience with the highest quality of programming, free to all Americans.
     
 
 
 

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