TV Trends Sept. 2016: Viewing Stable to Up, Commercial Loads Rising -- Pivotal Research

Notable observations described further below for the month of September or the full third quarter include the followingTotal use of television as we define it across all sources of content inputs was down by 03 on a total day basis for adults 1849 during September although up by 15 among all householdsViewing via internetconnected devices rose by 64 yearoveryear to account for 83 of total TV use among adults 1849 on a total day basisTotal programming hours captured by Nielsen rose by 13 year over year during the month and 08 during the quarter During the month there were 920 billion commercial impressions among adults 1849 included in C3 ratings which excludes much content consumed through internetconnected devices across all people up 30 yearoveryear driven by rising commercial loads C3 impressions were up 32 for the quarter for adults 1849Much of the increase in C3 impressions was due to rising commercial loads across the industry which were relatively broadbased if more significant for AMC during the month and quarter and for Discovery during the quarter Total commercial loads rose to 109 minutes per hour across all Nielsentracked programming during September 2016 up from 107 minutes per hour in September 2015 and 105 minutes per hour in September 2014Comcastamp8217s NBC Universal produced the largest share of C3 commercial impressions during September with a 151 adults 1849 share among national media owners stable with the yearago period on stable commercial ad loads On a comparable basis Viacom fell from 160 to 149 Time Warner was stable at 116 Disney was down slightly from 114 to 113 last year Fox was similarly down from 84 to 83 while CBS was up slightly from 62 to 63 Discovery was down from 65 to 62 Scripps was up from 47 to 48 and AMC was down from 28 to 27For the quarter NBCU was unsurprisingly the leader given the presence of the Olympics there allowing the group to capture 169 of all C3 viewing in 3Q16 vs 146 in the year ago period Viacom was down from 172 to 160 Time Warner was down from 124 to 122 Disney was down from 90 to 85 and Fox was down from 76 to 75 Discovery fell from 72 to 67 Scripps was stable at 52 and AMC was down from 34 to 30 CBS was down only slightly from 50 to 48We note that in the event CBS and Viacom were to combine together they would have possessed a 209 share of commercial inventory during 3Q16 by far the industryamp8217s leading positionTotal 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 101716pdfThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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TV Trends Sept. 2016: Viewing Stable to Up, Commercial Loads Rising -- Pivotal Research

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Brian Wieser

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TV Trends Sept. 2016: Viewing Stable to Up, Commercial Loads Rising -- Pivotal Research

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