VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING
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1 VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING
2 TV S REACH Television s Powerful Reach Extends Into the Summer Months 97% 97% 96% 96% 97% 97% Source: Nielsen R&F report 5/25/15-9/6/15 v. 1/1-3/31/15; ad-supported TV= bdcst+cable 2015 TV Reach Levels: Winter v. Summer Winter 15 Summer 15 93% 94% 94% 94% 95% 96% 96% 97% P2+ CH2-11 T13-17 A18-24 A18-34 A18-49 A25-54
3 YEARLY TRENDS Summer TV Viewing Has Remained Relatively Constant Total Day Total Use Of Television Ratings Summer 14 Summer 15 % Change A % A % Primetime Summer 14 Summer 15 % Change A % A % Source: Nielsen Npower TUTs; Live+timeshifted+DVD playback+video game console+vcr+internet Connected Devices+Audio/video viewing; 5/25-9/6/15 v. year ago; Live+7
4 BY DAY Ad-Supported TV Delivers Over 30 Million Viewers In Primetime, In 5 Out Of 7 Days Of The Week Ad-Supported TV Primetime Viewership (OOO) By Day: P18-49 (Summer 2015) Sunday Monday Tuesday Wednesday Thursday Friday Saturday Primetime 31,565 34,485 33,493 30,781 30,440 24,670 23,262 Source: Nielsen Npower Ad-Supported TV viewing=english+spanish bdcst and cable; 5/25-9/6/15; Live+7 Key Window For Retailers, Movie Studios, etc
5 LIVE V. TIMESHIFTED and More Than Three-Quarters Of Consumer s Viewing Is With Live TV Ideal For Time Sensitive Marketing Campaigns A18-49 % Live v. DVR Minutes In Primetime 22% 3:24 78% Summer 15 Source line: Nielsen, Base=DVR HHs; Live; Summer 15 (5/25-9/16/15) v. Jan-March % 75% Winter 15 Live TV viewing is More Common In the Summer Months Than In The Winter Playback % Live %
6 PLAYBACK BY AGE In Fact, Across The Age Spectrum, Majority Of Content Is Viewed Live and Not in Delayed Mode Source line: Nielsen, Base=DVR HHs; Live; Summer 15 (5/25-9/16/15) % Live Minutes With The TV By Demo: Prime Live % Playback % P % 21% P % 20% P % 18% P % 23% P % 23% P50+ 80% 20% Live Viewing is Dominant Among Young Adults
7 OTHER DAYPARTS During Summer Months, Nearly 60% of TV Viewing Extends Outside The Coveted Primetime Daypart P18-49 Viewing Distribution (Summer 15) 17% 24% Primetime 8% 6% 5-8am 8-11am 11am-2pm 2-5pm 16% 8% 10% 12% 5-8pm 8-11pm 11pm-2am 2-5am Early Morning Daytime Late Night Weekend Day Throughout the Day, Time Spent With TV Remains Strong A18-49 Time Spent Per Week (Hrs:Min) Summer 15 Summer 14 Source: Nielsen Npower; Live+7 Total Use of TV impressions, 5/25-9/26/15; ; TUT=Live+timeshifted+DVD playback+video game console+vcr+internet Connected Devices+Audio/video Source: Nielsen Npower timeperiod Live+7 data; early mon= M-F 6-9a; Daytime=M-F10a-4pm; Late night= M-F 11:30[-1:30am; Wknd Day Sa/Su 1-7pm) ; 5/25-9/6/15 v year ago; Total use of TV= ; Live+timeshifted+DVD playback+video game console+vcr+internet Connected Devices+Audio/video; Live+7 1:30 1:34 2:33 2:33 2:55 2:50 4:23 4:31
8 PROGRAMMING New Premium Branded TV Content Comprises Bulk of Summer Schedule During Summer of 2015, On Ad-Supported TV New Summer Programs 68% Return Summer Programs 32% NPower 5/25-9/6/15 by program in Primetime on Ad-supported TV (cable+english bdcst); excludes sports; new summer programs= new for the summer season (might have aired another season). % of Total
9 2016 PROGRAMS Although Official Summer Programming Slates Have Yet To Be Released, 2016 Summer Is Looking Strong Source: metacritic.com To Date, summer programming as of 4/4/16 with more to come Famously Single Maya & Marty in Manhattan BrainDead
10 AD IMPRESSIONS In Summary, Ad-Supported TV Still Delivers Over 2 Trillion Impressions During the Summer Season Source: Nielsen Ad*Intel, Total Day, P2+ equivalized impressions Total Ad-Supported Television Ad Impressions: P2+ ( in thousands ) 3: Trillion Summer 14 Summer 15 Total Ad-Supported TV ( Cable+ Broadcast ) 2.7 Trillion
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12 MOBILE VIEWING Time Spent With Ad-Supported TV Content Extends Beyond The TV Set Rising During Summer Months Time Spent with Ad-Supported TV on Computer & Mobile (Total Minutes) ( July 15 v. Feb 15) P2+ Feb 15 69,500 min P ,992 min July 15 72,748 min 29,894 min Absolute Diff +3,248 min +4,902 min Source: VAB analysis of comscore total unduplicated data ( multiplatform includes mobile). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, MVPDs and Broadcast Television FOX, CBS, NBC, ABC, ion and CW. All internet on computer, tablet, smartphone.
13 BY PLATFORM More People Are Watching TV Content On Tablet/Smartphone Devices During Summer Staying Up To Date With Their Favorite Shows Time Spent With Ad-Supported TV By Mobile Platform ( Total Minutes ) ( July 15 v. Feb 15) P2+ P18-34 Computer/Desktop Tablet/Smartphone Feb 15 31,958 37,542 July 15 27,906 44,842 Feb 15 9,637 15,355 July 15 7,959 21,935 Source: VAB analysis of comscore total unduplicated data ( multiplatform includes mobile). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, MVPDs and Broadcast Television FOX, CBS, NBC, ABC, ion and CW.
14 CONTACT US If you would like additional video advertising information, insights or analysis please visit our website at or feel free to contact us directly: Sean Cunningham President & CEO Jason Wiese VP Strategic Insights Follow us on and like us on Danielle DeLauro SVP Strategic Sales Insights Evelyn Skurkovich Sr. Director, Strategic Insights
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