Total TV Consumption Flat For September, 18-49 Viewers Dip https://ift.tt/2yla0Mj Total day TV consumption growth was virtually flat in September -- up 0.2% -- but down 4.9% among 18-49 viewers, according to one media analyst. Brian Wieser, senior research analyst, for Pivotal Research Group, in analyzing Nielsen data for the month, says: “Our interpretation is that while TV in its totality is stable, results remain negative for ad-supported national TV as a medium.” He accounts for these lower results coming from viewing of “unrated programming through internet-connected devices and of premium video on PCs, tablets and mobile phones.... [adding this] probably would bring year-over-year trends closer to flat.” Internet-connected device viewing consumption, including from set-top boxes/platforms Roku, Apple TV and Google’s Chromecast, rose by 46% year-over-year among all TV homes. It's up 38% among adults 18-49s. Internet-connected viewing now accounts for 11.4% of total TV and 16.8% among adults 18-49 on a total day basis, per Wieser. He adds these “growth rates have accelerated significant in the past few months.” advertisement advertisement Looking at traditional national TV, advertising commercial impressions among adults 18-49 dropped 11.4% in September 2018 on a total-day basis, versus the same month a year ago. It also fell 9.8% in prime time. At the same time, national TV commercial loads -- C3/C7 ratings, which “exclude unencoded or otherwise non-qualifying activity in digital environments,” rose 2.3% to 11.2 minutes an hour from 11.0 minutes, for an average TV network during the month. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 15, 2018 at 03:04PM
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