What Tops Viewers’ Burgeoning Watch Lists Right Now?

Typically, Americans are glued to their screens in the spring watching live sports, including March Madness and MLB opening day.  However, since mid-March, when the growing Coronavirus crisis forced all major sports to shelve their action, viewers have been searching for replacements.  Instead of basketball or baseball, they’re bingeing on cable reality shows, dramas and news, according to a new report by Ampersand, an audience-based, multi-screen TV ad sales and tech firm.

Cable news networks have enjoyed the biggest bump during the day, between 9 a.m. and 4 p.m.  Since March 10, CNN, Fox News and, to a lesser extent, MSNBC have seen ratings steadily climb, as homebound viewers tune in for the latest COVID-19 news, 2020 election updates and daily White House briefings.

During the week of March 15, among viewers 25 to 54 years old, CNN and Fox News claimed 12 of the top 20 shows most-watched cable shows, including daytime and primetime, per Ampersand analysis of Nielsen data.  The week’s top-rated show was CNN’s Democratic Debate between Senator Bernie Sanders and Vice President Joe Biden, which attracted 3.07 million impressions.

In the evenings, viewers want to lighten things up.  AMC’s hit Walking Dead ranked as the No. 3 overall show and the top entertainment program, while cable reality shows including Bravo’s Real Housewives of Atlanta, VH1’s Love and Hip-Hop Atlanta, and TLC’s Real Fiancé and Sister Wives, also earned spots in the top 20. 

Even without live sports, brands can still connect with consumers by advertising on these popular cable news and entertainment channels, Ampersand noted.

Total cable viewership is approaching Super Bowl levels as the crisis continues.  Households Using TV (HUT) levels during daytime first spiked on March 15 and have maintained an upward trajectory.  On March 21, viewing hit 41 million HUTs, closing in on the nearly 43 million that watched January’s Super Bowl, Ampersand reported.  And, where TV viewing typically grows through the week, peaking Sundays and then restarting the cycle Mondays, since March 9, viewing levels have been steadily rising. 

“As more and more people are following physical distancing guidelines, they are also watching more TV than ever,” the report noted.

With time to catch up on their must-watch lists, Americans are using more video-on-demand (VOD) than usual.  VOD sessions jumped between 15 percent and 25 percent every day last week, and significantly increased between 5 p.m. and midnight, according to Ampersand’s analysis of Canoe data.  (A session is when an on-demand title is started.)

Viewers are also dramatically increasing their streaming usage.  During the week of March 16, consumers watched more than 156 billion minutes of streaming video, up from 115 billion the week of February 24 and more than double the comparable week the year prior, Nielsen reported.

With the pandemic showing no signs of abating, viewers will likely settle in and continue turning on their TVs for the latest information or much-needed distractions.

Don't stop now! Stay in the know on viewership trends with more from Ampersand.

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.com/MyersBizNet.