TV Trends: Commercial Viewing -8.1%, Total Viewing Likely Closer to Flat -- 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 43 on a total day basis for adults 1849 during July although only down by 28 among all households National TV commercial impressions delivered among adults 1849 fell 81 in June 2017 vs June 2016 on a totalday basis National TV viewing on a live 7 basis among people 299 was down by less in July falling 55 yearoveryearConsumption via internetconnected devices including Roku Apple TV and Google39s Chromecast rose by 43 yearoveryear to account for 127 of total TV use among adults 1849 on a total day basis vs 85 in July 2016 and 49 in July 2015National commercial loads which qualified for C3C7 ratings which exclude unencoded or otherwise nonqualifying activity in digital environments across the industry were 107 minutes per hour across all Nielsentracked programming during July 2017 vs 109 during July 2016Viacom produced the largest share of C3qualifying commercial impressions during June with a 176 adults 1849 commercial share among national media owners Comcast39s NBCU produced the highest share of program viewing among people 299 on a live7day basis with 149 of total program viewingAmong network groups the most significant negative commercial share change was Time Warner down from 129 in July 2016 to 121 in July 2017 while the most significant positive share change was at Discovery up to 78 in July 2017 from 74 in July 2016Overall the industrylevel results are negative for adsupported national TV as a medium consistent with observations from other months in 2017 Total day viewing of traditional TV programming among adults 1849 fell by high single digits 81 although program viewing among all people on a live7 basis fared somewhat better falling by 55 Viewing of unrated programming through internetconnected devices and of premium video on PCs tablets and mobile phones are undoubtedly accounting for some of these declines and probably would bring yearoveryear trends to flat or possibly positive figures 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 soonWe 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 network groups owned by AMC CBS Discovery Disney Fox Scripps Time Warner and Viacom are included in the remainder of this note Download the PDF belowFULL REPORT INCLUDING RISKS AND DISCLOSURES CAN BE FOUND HERE TV Update 82217pdfThe 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

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

TV Trends: Commercial Viewing -8.1%, Total Viewing Likely Closer to Flat -- Pivotal Research

Author

Publish date

Channel

Brian Wieser

We Are the Outliers - By Jack Myers

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

TV Trends: Commercial Viewing -8.1%, Total Viewing Likely Closer to Flat -- Pivotal Research

Enjoying This Commentary? There's More to Love

Brian Wieser

We Are the Outliers - By Jack Myers

Cookies