June 28, 2016

There has been a lot of press on Nielsen Research’s new Total Audience Report: 1st Quarter 2016 (good Nielsen PR effort). Here are the most important takeaways from the report for local advertisers.

Broadcast TV is still a good advertising tool – Traditional TV consumption is still huge, but people ages 18 to 24 are watching nearly two hours less TV per week than last year. Overall, adults spent an average of four hours and 31 minutes a day watching live TV, down by three minutes compared with a year earlier.

More and more people can skip your commercials – Streaming video subscriptions are now just as common as DVRs (digital video recorders). Half of U.S. TV households had a subscription-based video on demand service such as Netflix, Hulu Plus or Amazon Prime in the first quarter, on par with the number of homes that have a DVR. So now there are two barriers standing in the way of your commercials reaching viewers.

We all love video – Adults in the U.S. spend an average of 10 hours and 39 minutes a day consuming media across various platforms and devices, an hour more than the year-ago quarter.

We also love our phones! – Nielsen’s latest data found double-digit percentage increases in the amount of time adults were spending consuming media on their digital devices. Adults spent an average of one hour and 39 minutes a day on a smartphone in the first quarter, up 60% from the year-ago quarter.

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