[opendtv] TV Rules, New Nielsen Study Shows

[ ... ]

"Researchers said the popularity of TV with 18-to-24s, 'appears to
dispute a common belief that Internet video and mobile phone video
exposure among that group--and the next one up, age 25-to-34--were
significant in 2008.'

"Among key findings, the study said screen time was highest for people
45-54 at 9.5 hours daily, and about 8.5 hours for other demos. On
average, TV watchers were exposed to an hour and 12 minutes of ads and
promos on the medium.

"Viewing outside the home accounted for less than 3 percent of total TV
time among study participants. [ ... ]"

This is what I've been suspecting for some time. The pervasive
negativism in the trade press about TV, for those who pay attention,
correlates mostly with ad spending. Not with TV viewing. VERY different
things.

Also, we've seen before about where TV is mostly being viewed.

The sensible conclusion would be that eventually advertizers will figure
it out.

Bert

------------------------------------------
http://www.tvtechnology.com/article/77086

TV Rules, New Nielsen Study Shows
03.26.2009

NEW YORK: TV remains the top video platform in the country, the latest
study shows, but ad dollars continue migrating to the Web.

A new study of video viewing from Nielsen indicated "young" baby boomers
watched the most video and most of it on TV. "Young" in this case refers
to people 45-to-54, while advertisers are typically 18-to-34-year-old
males. However, the results indicated that "TV in the home still
commands the greatest amount of viewing, even among those ages 18 to
24."

The study was conducted by the Ball State University Center for Media
Design in conjunction with Nielsen and Sequent Partners, over a one-year
period at a cost of $3.5 million, Nielsen said. It comprised 952 hours
of observation--the most extensive of its type according to the TV
metric maker.

Researchers said the popularity of TV with 18-to-24s, "appears to
dispute a common belief that Internet video and mobile phone video
exposure among that group--and the next one up, age 25-to-34--were
significant in 2008."

Among key findings, the study said screen time was highest for people
45-54 at 9.5 hours daily, and about 8.5 hours for other demos. On
average, TV watchers were exposed to an hour and 12 minutes of ads and
promos on the medium.

Viewing outside the home accounted for less than 3 percent of total TV
time among study participants. Out-of-home viewing is not taken into
account in traditional Nielsen ratings, the metric by which advertisers
buy TV time, and fewer are doing so according to spending trends.

Figures from the Television Bureau of Advertising show that ad spending
on broadcast TV fell 5 percent in 2007 (the most recent year reported),
compared to a near 16 percent jump on Internet spending. Most TV station
groups reported a similar phenomenon in their 2008 financial results,
though the growth of Internet spending across stations was not enough to
offset the drop in TV avail revenue.-- Deborah D. McAdams
 
 
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