Nielsen’s Q4 2018 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.
- In Q4 2018, adults 35+ spent over 43 hours weekly with their television sets, as the TUT (Total Use of Television) reached 43 hours and 18 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 34 hours and 11 minutes.
- At a distant second was App/Web on a Smartphone, with a weekly time spent of 18 hours and 56 minutes. Included in that figure is Video Focused Web/App, which contributed just 1 hour and 6 minutes.
- Radio was third with a weekly time spent in Q4 2018 of 13 hours and 5 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 Q4 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.
Nielsen clients can access the Q4 2018 report on Nielsen Answers.
The following key points highlight the strength of the local broadcast industry:
Source: The Nielsen Company, Q4 2018 The Total Audience Report