TV Trends : C3 Impressions Decline Only Slightly -- Pivotal Research Group

Notable observations for the month of December include the followingTotal use of television as we define it across all sources of content inputs was up by 04 on a total day basis for adults 1849 during December and up by 08 among all households Viewing of Englishlanguage broadcast networks and adsupported cable was down by 35 for adults 1849 and down by 09 for households both on a total day basis National TV commercial impressions delivered among adults 1849 fell by only 07 yearoveryear on a total day basis and by 04 on a prime timeonly basisConsumption via internetconnected devices including Roku Apple TV and Googleamp8217s Chromecast rose by 66 yearoveryear to account for 92 of total TV use among adults 1849 on a total day basis vs 56 in December 2015 and 30 in December 2014National commercial loads across the industry rose to average 109 minutes per hour across all Nielsentracked programming during December 2016 up from 107 minutes per hour in December 2015 and 104 minutes per hour in December 2014 Most network groups increased or held constant their commercial loads during the month with Scripps and Time Warner notably reducing loads across their networksViacom produced the largest share of C3 commercial impressions during December with a 154 adults 1849 share among national media owners vs 153 during the yearago period on slightly higher ad loads 148 minutes per hour in December 2016 vs 143 minutes in December 2015 AMC posted the most significant gains with 36 share in December 2016 vs 29 in December 2015 while Time Warner saw the most significant declines generating 100 of commercial share in December 2016 vs 117 in December 2015For the quarter Comcastamp8217s NBCU produced the most commercial impressions 147 of the national TV industryamp8217s total in 4Q16 up from 144 in 4Q15 Fox posted the most significant gains with 100 commercial share in 4Q16 vs 91 in 4Q15 while Time Warner saw the most significant declines with 106 of commercial share in 4Q16 vs 116 in 4Q15Total 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 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 11717pdfThe 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 amp160amp160

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TV Trends : C3 Impressions Decline Only Slightly -- Pivotal Research Group

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