Friday, October 21, 2011

NEWS ROUNDUP: A Closer Look at Nielsen, DVR Usage, C3 Ratings, Cross-Platform Hotspots

Networks Rethink the Ratings Game As DVR Usage Spreads
What a difference seven days makes. Many primetime shows are seeing their ratings skyrocket when a week's worth of DVR usage is included — and network execs are scrambling to figure out how to adjust to a time-shifting world.

Now that DVR penetration has reached around 42% of viewers, it's having a real impact on viewership — and making the initial next-day ratings that everyone reports (which includes live viewing, plus only that night's DVR usage) increasingly irrelevant.

C3 Helping to Slow Network Ratings Loss
Neither the broadcast networks nor Nielsen release data on C3 ratings, the numbers upon which advertising sales and revenue have been based since 2008. But in a new report, Michael Nathanson of Nomura Securities says the commercial ratings are significantly better for the broadcasters and that cable networks are starting to see benefits as well.

In the third quarter, the Big Four broadcasters' primetime ratings among adults 18 to 49 -- the most commonly used demographic in media buys -- were down 3.5% using C3, compared to down 7.3% using live program ratings, the old ad industry currency. Fox's ratings went from down 14.5% using live program ratings to down 6.1% using C3.

Infographic: The Most Valuable Digital Consumers
These days, Social/Local/Mobile seems to be driving much of the conversation about online opportunities. But at the end of the day, there is only one constant common denominator across the Web: the consumer. An understanding of this consumer and how they are influenced by social, mobile and local experiences online is vital to big brands looking to reach them on the Web. Nielsen and NM Incite, a Nielsen/McKinsey company, illustrate some findings that highlight digital consumer behaviors and consumption patterns that can help brand advertisers understand their most valuable customers and how they’re engaging across social, local and mobile.

Cross-Platform Hotspots: Top U.S. Cities for TV, Web and Mobile
Over the past two years, since Q2 2009, timeshifted TV viewing jumped 31 percent with near-constant growth. Americans spend more than quadruple the time per week watching timeshifted content on a TV (via DVR, video on demand or DVD playback) as they do online video.

Americans 25-64 spend the most time watching timeshifted content but Americans 65+ and kids 2-11 are catching up, with heightened growth in time spent in recent quarters. Both groups experienced double-digit growth in time spent over last year, while those middle demographics remained relatively the same. White consumers are the most likely to have a DVR and, compared to all DVR households, timeshift more content than other ethnic groups.

Nielsen: Nearly Half of Americans Watch Video Online
According to Nielsen's Q2 Cross-Platform Report, nearly half of Americans now watch video online, while 97 percent choose traditional TV, which saw a viewing increase of 2 hours and 43 minutes per month.

While 48 percent of Americans are watching online, only 10 percent are opting for mobile. Timeshifted TV viewing has gained 31 percent over the past two years, with near-constant growth. Americans spend more than quadruple the time per week watching timeshifted content on a TV—via DVR, VOD or DVD playback—as they do online.

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