[opendtv] Re: DTV Transition Knocks Down TV Penetration
- From: Michael Enright <michael.enright@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Sat, 7 May 2011 15:07:36 -0700
Does Neilsen always have to revise downwards when integrating census
data? That would point to a systematic problem in Neilsen's TV
penetration numbers that would have nothing whatsoever to do with
plausible-sounding excuses. Instead of trying to make it sound like
census integration illuminated some new factors influencing TV
penetration, maybe the real answer is "we always over-estimate TV
penetration slightly and we welcome integrating our frequently-updated
data with the extremely broad and accurate, but
not-so-frequently-updated census data."
On Tue, May 3, 2011 at 2:00 PM, Manfredi, Albert E
<albert.e.manfredi@xxxxxxxxxx> wrote:
> Here's a similarly ambiguous article:
>
> "Over-the-top video is another factor. While more people are watching video
> on a variety of platforms, a 'small subset of younger, urban consumers' are
> doing without cable and satellite subscriptions."
>
> And the above quote equally implies that someone without an MVPD subscription
> won't get counted among the TV households, or otherwise would be unable to
> receive TV.
>
> Bert
>
> --------------------------------
> http://www.tvtechnology.com/article/120102
>
> DTV Transition Knocks Down TV Penetration
> 05.03.2011.
>
> NEW YORK: The digital transition put a dent in TV penetration in the United
> States. TV set ownership will drop for the first time in nearly 20 years, if
> Nielsen's preliminary 2012 count is on the nose. Nielsen is projecting there
> will be a total of 114.7 million U.S. TV households next year, down from
> 115.9 million this year. The figure represents the first integration of 2010
> U.S. census numbers.
>
> Nielsen says the drop reflects aging baby boomers and more ethnic diversity,
> as well as the digital transition effect. After the June 2009 DTV transition,
> most analog TV sets were rendered obsolete, in the absence of a signal
> converter. Nielsen notes that TV penetration dipped after the transition and
> "did not rebound over time."
>
> The bottom line is, fewer U.S. homes have a TV set. TV penetration will have
> fallen from 98.9 percent to 96.7 percent. The last time there was a decline
> in TV homes was 1992, after Nielsen adjusted for the 1990 census. Nielsen
> said economics also played a role in the numbers. TV penetration started
> declining just after the transition, during the second quarter of 2009.
> Lower-income, rural homes were "particularly affected," the firm said.
>
> Over-the-top video is another factor. While more people are watching video on
> a variety of platforms, a "small subset of younger, urban consumers" are
> doing without cable and satellite subscriptions. Whether or not it's an
> economic issue remains to be seen, Nielsen said.
>
> "Some consumers are clearly being driven by the economy to make choices on
> the media devices they purchase," said Pat McDonough of Nielsen. "Others are
> expanding their equipment to add more audio/video devices to their home.
> Still others may be deferring a TV purchase or replacing their TV with a
> computer,"
>
> Nielsen said it will release its adjusted local-market figures in last
> August. The TV-penetration count is based on census data, state government
> and U.S. Postal Service information, and Nielsen's own data.
>
> -- Television Broadcast
>
>
>
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