HUTs and PUTs tend to follow similar patterns year after year, with some variations for Olympics months. During the year, there is some variation by month but not dramatic differences.
Although we’ve generally seen an erosion of HUT/PUTS month-to-month over the last few years, January 2020 was an outlier in that primetime viewing levels grew slightly versus December 2019. We also saw viewing levels increase again in March and April 2020 vs. February 2020 at the beginning of the pandemic as people flocked to TV to get the latest information on COVID-19. In the warmer months since April 2020 however, we’ve seen the return of steady month-to-month viewing level erosion, typical for this time of year. Viewing levels started to rebound once again during October and November 2020 as the weather got colder, more people stayed inside, and as a second wave of COVID-19 began to take hold in the U.S.
Major trend points for 2020:
- The global pandemic, along with normal seasonal viewing patterns helped to grow viewing levels at certain points during the year.
- While we continue to see some of the highest viewing levels in January & February, we also saw the viewing levels peak in March 2020 at the onset of the COVID-19 pandemic.