Internet-Connected Devices Up, TV Viewing Down, Ad Loads Stable - Pivotal Research

Notable observations for the calendar month of May include the followingTotal use of television as we define it across all sources of content inputs was down again by 62 on a total day basis for adults 1849 during May although only down by 28 among all households National TV commercial impressions delivered among adults 1849 fell 92 in May 2017 vs May 2016 on a totalday basisConsumption via internetconnected devices including Roku Apple TV and Google39s Chromecast rose by 51 yearoveryear to account for 108 of total TV use among adults 1849 on a total day basis vs 68 in May 2016 and 38 in May 2015National commercial loads which qualified for C3C7 ratings which exclude unencoded or otherwise nonqualifying activity in digital environments across the industry were stable at 109 minutes per hour across all Nielsentracked programming during May 2017 vs May 2016Viacom produced the largest share of C3qualifying commercial impressions during May with a 158 adults 1849 share among national media owners News networks Fox News MSNBC and CNN were among the leading individual networks during the quarterOverall the industrylevel results are negative for adsupported national TV as a medium Total day and prime time viewing of traditional TV programming among adults 1849 fell by double digits again while internetconnecteddevicebased viewing amp8211 most of which is not adsupported amp8211 rose by around 50 yearoveryear Viewing of premium video on PCs tablets and mobile phones are undoubtedly accounting for some of these declines and reported viewing might even grow if related data were included in standard measures of viewership However it doesn39t seem likely that this data will be included in any comprehensive industrywide total audience metric any time soon aside from individual networks such as CBS supporting Nielsen39s related initiative We continue to believe in our maxim that television is the worst form of advertising except all those others which have been tried at least for those advertisers focused on awarenessbased media goals and budgets are generally unaffected by changes in ratings in the shortterm Unfortunately sentiment towards the medium worsens as commonly reported or reliedupon measures such as adults 1849 fall especially by the significant levels observed recently Negative sentiment ultimately leads to advertisers39 efforts to explore and encourage the use of alternative media vehicles or otherwise establish marketing goals that are not necessarily awarenessdrivenAdditional commentary and data covering share data for different types of TV consumption and commercial viewing shares for different network groups are included in the remainder of this noteFULL REPORT INCLUDING RISKS AND DISCLOSURES CAN BE FOUND HERE TV Update 62017pdfThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160amp160

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Internet-Connected Devices Up, TV Viewing Down, Ad Loads Stable - Pivotal Research

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Brian Wieser

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Internet-Connected Devices Up, TV Viewing Down, Ad Loads Stable - Pivotal Research

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Brian Wieser

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