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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:
    • 96.5% of households have a TV
      • However, according to a 2017 survey by the U.S. Energy Information Administration, there is an average of 2.3 TVs in the home.

    • 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 spendin nearly half a day consuming media in some form or fashion.

    • In Q1 2018 A18+ spent an average of:
      • Live TV: 4:46 hours
      • Time-Shifted TV: 40 minutes
      • TV-connected devices: 1 hour
      • Video on a computer: 10 minutes

    (Source: Nielsen, Total Audience Report Report, Q1 2018)

    • Average hours:minutes spent per A18+ per day on video:
      • Live + time-shifted TV: 4.46
      • TV-connected devices: 0:46
      • Video on computer: 0:10
      • Video focused app: 0:10

    (Source: Nielsen, Total Audience Report Report, Q1 2018)

    • Daily hours:minutes of Live TV usuage based on U.S. population:
      • A18+: 4:46
      • A18-34: 2:17
      • A35-49: 4:08
      • A50-64: 6:11
      • A65+: 7:24

    (Source: Nielsen, Total Audience Report Report, Q1 2018)

    • Dialy per capita house of media usage for the U.S. adult population for live TV was 4.85 hours in 2017. 
      • In own home: 5.30 hours
      • Away from home: .25 hours 

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

    • Average adult's daily TV consumption rates by age and household income:
      • All adults: 5.55 hours
      • Adults 18-34: 3.60 hours
      • Adults 55+: 7.68 hours 
    • Household income:
      • Top 1/3: 4.21 hours
      • Low 1/3: 7.10 hours 

    (Source: Intemedia Dimensions 2018, 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. )

    • 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

    • According to a 2017 survey, 53% of adults have a DVR while 54% have Netflix in their household

    (Source: Leichtman Research Group On-Demand Study, 2017)

    • 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)
      • In 2017, daily media consumption of TV was 33% and receives 31% of ad revenue. (Statista, 2017)

    A Pew Research online streaming survey found that:

    • Overall, 59% of U.S. adults say cable connections are their primary means of watching TV, while 28% cite streaming services and 9% say they use digital antennas. 
    • Women are more likely than men to say their primary way of watching TV is via cable subscription (63% vs. 55%).
    • Men are more likely than women to say their primary pathway is online streaming (31% vs. 25%).
    • Those with a college education or more are more likely than those with less education to say their primary way to watch TV is online streaming. 
    • Roughly a third of college-educated Americans (35%) say they mainly watch via streaming, compared with 22% of those who have a high school diploma or less.
    • Those in households earning less than $30,000 are more likely than others to say they rely on a digital antenna for TV viewing. <

    (Source: Pew Research Center - Newspaper Fact Sheet June 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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