Traditional TV Viewing Trends, OTT Still Growing -- Pivotal Research

Notable observations for the calendar month of February include the followingTotal use of television as we define it across all sources of content inputs was again down by 42 on a total day basis for adults 1849 during February although only down by 19 among all households Viewing of Englishlanguage broadcast networks and adsupported cable was down by 103 for adults 1849 and down by 44 for households both on a total day basis National TV commercial impressions delivered among adults 1849 fell 72 on a normalized samenumberofdaysinthemonth basis vs the leap year 2016 For prime time alone the equivalent figure was 48Consumption via internetconnected devices including Roku Apple TV and Google39s Chromecast rose by 56 yearoveryear to account for 99 of total TV use among adults 1849 on a total day basis vs 60 in February 2016 and 36 in February 2015National commercial loads which qualified for C3C7 ratings which exclude unencoded or otherwise nonqualifying activity in digital environments across the industry rose to average 108 minutes per hour across all Nielsentracked programming during February 2017 up from 106 minutes per hour in February 2016 and February 2015 Fox Scripps and Viacom networks reduced ad loads yearoveryear while AMC CBS Discovery Disney and NBCU increased loadsViacom produced the largest share of C3qualifying commercial impressions during February with a 153 adults 1849 share among national media owners vs 161 during the yearago period Beyond Fox which benefitted from the Super Bowl in the month Discovery posted the most significant gains in commercial inventory with 68 share in February 2017 vs 57 in February 2016 Beyond the declines at CBS which was hurt by the absence of the Super Bowl this year vs 2016 the most significant decline was at Viacom where viewing share fell from 161 to 153 yearoveryearTotal use of TV is important to monitor as it provides investors with a relative sense of the health of the medium While this data is incomplete in the sense that it excludes viewing of content on nonTVbased devices amp8211 and viewing trends would likely look much better if that viewing data were widely measured and syndicated amp8211 going beyond networklevel ratings and looking at aggregated sources of viewing helps to better analyze the relative importance of the medium to consumers Commercial share data is important to monitor as networks with more available inventory to sell should generally capture a greater share of advertising budgetsAdditional 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 32117pdfThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Traditional TV Viewing Trends, OTT Still Growing -- Pivotal Research

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Brian Wieser

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Traditional TV Viewing Trends, OTT Still Growing -- Pivotal Research

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