Nielsen Total Audience Report – Q3 2020

Nielsen’s Q3 2020 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.

  1. In Q3 2020, adults 18+ spent over 33 hours weekly with their television sets, as the TUT (Total Use of Television) reached 33 hours and 21 minutes. TUT includes live TV + time-shifted TV as well as TV-connected devices (DVD, game console and internet connected device, which also includes smart TV app usage). Live TV was the primary contributor, with over 22 hours.
  2. App/web on a smartphone came in with weekly time spent at 16 hours and 59 minutes. Video focused app/web on a smartphone was 1 hour and 44 minutes.
  3. Radio was third with weekly time spent in Q3 2020 at 10 hours and 37 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 2020 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.

Nielsen clients can access the Q3 2020 report on Nielsen Answers.

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

Source: The Nielsen Company, The Total Audience Report - March 2021

Source: The Nielsen Company, The Total Audience Report - March 2021

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