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Television / Video

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In today's media landscape, most consumers don't differentiate between programming viewed on broadcast, cable, ADS-delivered, and online or mobile channels.  It's all considered "TV viewing" and the positives, opportunities and challenges apply to "video" across the board:

  • TV set penetration in U.S. households is high, according to the Nielsen Company:
    • 96.9% of households have a TV
      • However, according to Nielsen's National Television Household Universe Estimates, there are 119.9 million TV homes in the U.S. for the 2018-19 TV season.
  • Majority of American homes have wired cable or some alternate delivery system
    • 50.6% of households have a wired cable service as of November 2017
    • This is a large decline from just two years prior - 55.9% in November 2015 that
    • 29.8% of households now have some form of alternate delivery service (ADS) such as satellite, telecom

(Source: Television Bureau of Advertising)

U.S. adults are spending nearly half a day consuming media in some form or fashion.

  • In Q3 2018 A18+ spent an average of:
    • Live TV: 3:44 hours
    • Time-Shifted TV: 30 minutes
    • Internet Connected Device: 29 minutes
    • Internet on a Computer: 31 minutes
    • App/Web on a Smartphone: 2:31 hours

(Source: Nielsen, Total Audience Report Report, Q3 2018)

  • Households without cable who primarily use broadband connections to stream will rise from 23.3 million is 2018 to 40.8 million in 2022.
    • By 2023, broadband is expected to be in 75% of U.S. households.

(Source: S&P Global Market Intelligence - Kagan media research unit, 2018)

  • Average time spent per A18+ per day on video:
    • Live + Time-Shifted TV: 4:13 hours
    • TV-Connected Devices: 47 minutes
    • Video on Computer: 7 minutes
    • Video Focused App/Web on a Smartphone: 11 minutes

(Source: Nielsen, Total Audience Report, Q3 2018)

  • Daily hours:minutes of Live TV usage based on U.S. population:
    • A18+: 4:14
    • A18-34: 1:51
    • A35-49: 3:34
    • A50-64: 5:29
    • A65+: 6:51

(Source: Nielsen, Total Audience Report, Q3 2018)

  • How branding advertisers allocate their media spend relative to audience metrics
    • TV
      • 4-Week Reach – 95%
      • Share of Time Spent – 36%
      • Share of Ad Dollars – 49%

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc)

  • Daily per capita house of media usage for the U.S. adult population for live TV was 4.75 hours in 2018. 
    • In own home: 5.34 hours
    • Away from home: 23 minutes 

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc)

  • Average adult's daily TV consumption rates by age and household income:
    • All adults: 5.47 hours
    • Adults 18-34: 3.84 hours
    • Adults 55+: 7.91 hours 
  • Household income:
    • Top 1/3: 4.20 hours
    • Low 1/3: 7.04 hours 

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc.)

  • Adult reach of TV/video: average minute to annual total
    • TV connected devices
      • Average minute:3
      • Average day: 21
      • Average week: 45 
      • Average month: 57
      • Average quarter:64
      • Full Year:75
    • Digital Video
      • Average minute:2
      • Average day: 20
      • Average week: 65
      • Average month: 84
      • Average quarter: 88
      • Full Year: 91

(Source: Intemedia Dimensions 2018, Media Dynamics Inc.)

  • Estimated average daily fully attentive time spent per adult with TV
    • Ad-to-Editorial Ratio
      • Ad/Promo Content – 25%
      • Editorial content – 75%
    • Full Attention
      • During Ads – 35%
      • During Editorial – 60%
    • Time Spent (hrs.)
      • During Ads – 1.4
      • During Editorial – 4.1
    • Fully Attentive Time Spent (hrs.)
      • During Ads – 0.4
      • During Editorial – 2.5

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc.)

  • Media Usage by Time of Day
    • Live/Delayed TV
      • 6-7am – 34%
      • 9-10am – 33%
      • 12-1pm – 32%
      • 3-4pm – 35%
      • 6-7pm – 46%
      • 9-10pm – 55%
      • Midnight-1am – 57%
      • 3-4am – 50%
    • TV-Connected Devices
      • 6-7am – 8%
      • 9-10am – 4%
      • 12-1pm – 5%
      • 3-4pm – 6%
      • 6-7pm – 8%
      • 9-10pm – 11%
      • Midnight-1am – 12%
      • 3-4am – 9%

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc.)

  • Digital Video Viewers, by age:
    • 0-11 – 24%
    • 12-17 – 23%
    • 18-24 – 29%
    • 25-34 – 41%
    • 35-44 – 36%
    • 45-54 – 32%
    • 55-64 – 24%
    • 65+ - 21%

(Source: eMarketer, August 2018)

  • How branding advertisers allocate their media spend relative to audience metrics
    • TV
      • 4-Week Reach – 95%
      • Share of Time Spent – 36%
      • Share of Ad Dollars – 49%

(Source: Cross-Platform Dimensions 2019, Media Dynamics Inc)

  • Internet and mobile platforms allow for TV everywhere, but adaption percentages are still low
  • Expanded digital viewing will be advantageous to advertisers, allowing exposure closer to point of purchase

  • The mass reach once afforded by advertising on broadcast TV networks has declined due to:
    • Access to multiple TV sets/screens within homes
      • TV used to be a group activity with everyone in the household gathered in front of the TV
      • Multiple sets/multiple screen options have transformed viewing into a more solitary, singular activity

  • Availability of more channels
    • Network TV once dominated with 3-6 channel options
    • Average home in 2017 typically selects from 203+ channels delivered via cable, satellite

(Source: Media Dynamics, Inc. – The Media Book 2017)

  • Digital-only platforms such as Hulu, Netflix, etc. have drawn viewers from broadcast, cable, ADS
  • Video on Demand (VOD) options growing, gaining awareness among consumers
  • An estimated 43.4MM households own/use a DVR in 2019 while Netflix has reached 60.55MM subscribers as of Q3 2018.

(Source: Statista, 2019)

  • Consumers no longer need to make an "appointment" to watch their favorite shows
    • Prime-time programs recorded for later viewing, binge-viewing
    • Time-shifting of programs challenges advertisers placing time-sensitive commercials
    • Consumers may delete or skip over commercials in recorded programming

  • Television commands more advertising dollars than any other medium, but low volume relative to time spent:
    • National TV (including cable) ended 2017 @ $44.5 billion - down 18%. It represents 52% of national ad spending.

      (Pivotal Research, May, 2018)

    • Local TC (including cable) ended 2017 @ $19.4 billion down 4%. It represents 34% of total local advertising.

      (Pivotal Research, May 2018)

Key Links to additional information on Television:

http://www.tvb.org/

http://www.iab.net/

http://www.nielsen.com/content/corporate/us/en/solutions/measurement/television.html

For data on cable penetration, ADS for specific DMAs:

http://www.tvb.org/Public/Research/CompetitiveMedia/CableADS/NationalADS,Wired-CableBroadcastOnlyHouseholdPenetrationTrends.aspx

For data on specific cable carriers within major markets:

http://www.thevab.com/local/

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