March 15, 2013

From computers to smartphones, nearly five million Americans are now watching video content without a television. Nielsen, the leading TV rating service, calls these viewers the “Zero TV” group and is attempting to track them (I mentioned this in an earlier  post). The “Zero TV” group has more than doubled in size since 2007, but it still represents only 5% of the market.

Here’s how Nielsen describes the viewing group. The growing world of tablet computers and smartphones will certainly see this segment grow in 2013, and with this growth there will be growing use of pre-roll video (TV spots you see before a video). If you are following the principles of Powershifting, you need to be aware of this trend… and plan for it.

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