The State of TV Viewership: The Latest Effectv Research Report

Among the key findings from the latest studyTV Reigns Supreme The TV screen is still the preferred choice of device for viewersquotWe39ve seen content consumption patterns ebb and flow over the last few years of recorded data What we have consistently found is that audiences largely have a desire to watch premium video programing on the largest screen available despite the amount of choice in terms of devices and apps available to stream contentquot John Brauer Vice President Insights ampamp Analytics EffectvStreaming Is Important In fact according to the aggregated ad exposure data 76 of streaming consumption is happening on the big screen and can be considered the perfect complement to a TV advertising campaign because of the hardtoreach audience it attracts The study revealed that streaming impressions are 209 more likely to be viewed by light or noTV viewing HHsCable Is the Top Choice Overall Comcast households are spending on average 6 hours and 2 minutes with TV daily while cable TV39s share of TV viewing remains strong at 70 compared to broadcast and premiumTV Keeps It Live Interestingly the study also found that 88 of all TV viewing happened live throughout the first half of 2021 slightly higher than the same time period last yearMore Dayparts and More Networks In terms of dayparts about 70 of live viewing occurred outside of primetime The top five networks accounted for only 31 of all viewing in 1H 2021 Overall Comcast households watched an average of 30 different networks during this period with 304 different networks achieving quotmostwatchedquot statusquotSimply put when you have more networks in your campaign you get higher reach among your target audience Campaigns that are spread across 20 or more networks are optimal and just as the 39top networks39 in my household are likely Bravo HGTVamp160and DIY network another household39s may be completely different As a result there are more than 300 39mostwatched39 networks across measured householdsquot Heather Coghill Senior Director Audience Insights EffectvYeartoYear ComparisonsAs the nation becomes vaccinated and people yearn to return to a form of normal it39s not surprising that time spent viewing television naturally would decline The data supports this as 1H 2021 had the first yearoveryear declines in time spent viewing since data recording began These declines began in March 2021 and can be attributed to comparisons to 2020 when stayathome orders were in place Interestingly with viewing still over sixamp160hours a day on average the share of live viewing remains strong and continues to lead against timeshifted viewing throughout the dayCable TV continued to command the majority percentage of viewing increasing its dominance from last year In 1H 2021 the share of viewing for cable networks gained from 67 share in 1H 2020 to 70 share in 1H 2021 and 71 in 2Q 2021Platform Usage Differs by GenreConsumers also view content differently depending on the platform Traditional TV is favored for live genres like sports and news while streaming is favored for young adult family and entertainmentHowever streaming delivers hard to reach audiences such as cordcutters and light TV viewers enabling advertisers to leverage the best of both worlds In examining more than 20000 Effectv advertising campaigns in 1H 2021 that included both traditional TV and streaming it was found that streaming serves as a strong complement to any traditional TV campaign Notably more than half 57 of Effectv streaming reach was incremental to the TV portion of the campaignPerformance also varied by market quotWhat this means for advertisersquot the report noted quotis that households watch in different ways in different markets Investment allocation decisions about traditional TV and streaming must weigh multiple factors including viewing habits audience segments and geographyquotConclusionWith each successive viewership report it is becoming clear that while viewership patterns have shifted and will continue to evolve there are highly strategic ways that advertisers can use television in all of it various forms Audiences are in charge and are taking advantage of all the available choices of platforms and devices so they can watch what they want where and how they want to watch itquotThe latest TV Viewership Report demonstrates linear TV39s ability to reach audiences effectively and efficiently but it also reinforces the need for advertisers and marketers to utilize streaming to expand reach incrementallyquot John BrauerClick here to download the 1H 2021 reportClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

The State of TV Viewership: The Latest Effectv Research Report

Author

Publish date

Channel

Archived in

Charlene Weisler

We Are the Outliers - By Jack Myers

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

The State of TV Viewership: The Latest Effectv Research Report

Enjoying This Commentary? There's More to Love

Charlene Weisler

We Are the Outliers - By Jack Myers

Cookies