Television Still Top Choice For Americans

TV Rules Among Three Screens


Smart TV stations will fill the void from newspaper cutbacks
Smart TV stations will fill the void from newspaper cutbacks

Television remains the screen of choice among Americans, Nielsen said Wednesday.  The TV ratings maker posted its most recent “Three Screen Report,” a quarterly analysis from its Anywhere Anytime Media Measurement initiative–A2/M2. For 1Q09, the 285 million Americans who watched TV did so for an average of 153 hours a month, up 1.2 percent from last year.

A total of 131 million Americans watched online video at home and at work for a combined three hours a month, on average. The total represents a 13 percent jump over the first quarter of 2008. The 13.4 million watching video on a mobile phone–out of 230 million mobile phone subscribers–chalked up an average of 3.5 hours a month, up nearly 5 percent. Time-shifted TV grew more than 37 percent, with 79.5 million people shifting more than eight hours of TV monthly.
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TV Vs. New Media – TV Still Wins

TV Still Beats All other media for # hours watched.
TV Still Beats All other media for # hours watched.

I’ve been saying it. Television still can deliver emotion better than any other media.
New business models are needed, but the answer lies in creative and innovative content. That can’t be outsourced like other business functions.
So the headline in MEDIAWEEK came a no surprise. New Devices Impactful, But TV Still Rules.
Katy Bachman writes: The new media revolution may be coming, but it hasn’t quite taken over yet. For all the fuss over the plethora of digital media devices, the TV screen is still by far the most popular media source for all consumers, both young and old, according to a landmark study commissioned by Nielsen-backed Council for Research Excellence.

The CRE study reports, consumers, on average,  spend:

67%  of their media time with TV (including DVRs, DVDs and games

About 2 minutes a day watching video via the Internet

A fraction of a minute watching mobile video.

Even among 18-24-year-olds, the average amount of time spent watching live TV (209.9 minutes) surpassed the total amount of computer screen time (169.5 minutes).

Glimmer of Hope

“Increasingly our clients are frightened by the onset of the DVR. There’s been talk that the 30-second spot is dead and that young people don’t watch TV anymore,” said Shari Anne Brill, chair of CRE’s media consumption and engagement committee and senior vp, director of programming for Carat told Bachman. “We wanted to verify or dispel those myths.”

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