What Political Decision Makers Need to Know

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

  1. 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. 
  2. 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.
  3. 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

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