Nielsen’s Q3 2020 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.
- In Q3 2020, adults 35+ spent over 39 hours weekly with their television sets (TUT: Total Use of Television). 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 29 hours and 1 minute.
- Second was app/web on a smartphone, with weekly time spent at 15 hours and 39 minutes. Included in that figure is video focused web/app, which contributed just 1 hour and 16 minutes.
- Radio was third with weekly time spent in Q3 2020 at 11 hours and 44 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 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