CABLE NATION: Young Adult TV Usage Myth vs Reality
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1 CABLE NATION: Young Adult TV Usage Myth vs Reality
2 OVERVIEW There Has Been Much Written In the Press About Young Adults Deserting TV for Alternate Devices. Young Adults Are Consuming More Media Than Ever Before Across All Platforms, Including Television. Video consumption continues to be additive as time spent with the TV is up 2% among A Television s share of total video time has increased to 88% - up from 84% year ago. TV viewing levels are flat when factor out Broadband Only homes (which were introduced into sample this Fall of 2014). Young women turn to Television for latest news and information; TV ads rank top for providing information on new products & services; TV ads are most memorable moving products off the shelves. Time spent on the internet and watching video on computer is down 18% and 13%, respectively among A18-24 a trend we have noticed quarter after quarter. When A18-24 are online, Cable sites are top across most genres. Young women will continue to drive the labor force, in effect influencing their media viewing habits; timeshifting grows from 12% to 16% among working women Young women are active social media users; 65% discussing what happened in show via social media while watching.
3 TIME SPENT Myth Young Adults Are Deserting Television Reality Video Consumption is Additive, Not a Replacement Phenomenon Time Spent With The Television Continues To Increase Among Young Adults Source: Nielsen Cross Platform Report; A18-24 A18-24 Time Spent With TV Hrs:Min/Monthly 111:20 4Q12 +2% 113:14 4Q13
4 MOBILE USAGE Time Spent Viewing Video On Phone Is Up But Time On Computer Continues To Decline A Trend We Have Observed Quarter After Quarter A18-24 Monthly Time Spent in Hours: Minutes 4Q12 4Q13 % Diff Traditional TV 111:20 113:14 +2% Using Game Console 14:31 18:19 +27% Using Comp. Internet 35:49 29:24-18% Watching Video On Comp 15:08 13:14-13% Watching Video On Phone* 5:53 6:29 +14% In Fact, Time Spent Online Is Driven By Declines Among Both Young Men and Women 87.9 Young Adults Avg Minutes/Day Online (Home/Work) -19% -15% -22% A Source: Nielsen Cross Platform Report; A18-24; *viewing video on phone is based on 3Q13 v 12 as methodology changed in 4Q13. Internet usage=comscore; April of each year; avg min/usage day W18-24 M
5 TOP A18-24 ONLINE CONTENT Sports ESPN Online, Cable Content Is Top Across Most Genres Bleacher Report NBC Sports Network USA Today FOX Sports on MSN Home ehow Home & Garden ApartmentTherapy.com Houzz.com Hearst Home Design HGTV Comedy Comedy Central Adult Swim Source: CAB analysis of comscore data, April 14, Top sites by category Top 5 Websites by Genre A18-24 College Humor/Cracked Cheezburger TotalSororityMove.com Weather The Weather Channel Weatherbug Accuweather MSN Weather Yahoo! Weather General News CNN Yahoo! BuzzFeed NBC News USA Today TV Entertainment NBCU TV TV Guide A+E Network PBS.ORG Discovery Networks Music MTV Spotify ToneMedia Soundcloud ComplexMusic Food All Recipes BlogHer Food Food Network Foodie by Glam My Recipes Network Kids Disney Entertainment Nickelodeon Kids &Teens CoolMath-Games.com TotallyHer - Kids Poptropica Gaming EA Websites GSN FreeRide Games Wild Tangent Media Zynga = Ad-supported cable brand
6 TOP W18-24 ONLINE CONTENT Among Young Women, Cable Sites Rank Toward The Top Top 5 Websites by Genre W18-24 Sports Comedy General News Music Kids ESPN College Humor/Cracked ABC News MTV Disney Entertainment NBC Sports Network TotalSororityMove.com CNN Spotify Nickelodeon Kids &Teens USA Today Sports Comedy Central BuzzFeed ToneMedia CoolMath-Games.com Bleacher Report Adult Swim NBC News Soundcloud Poptropica FOX Sports on MSN TheOnion.com USA Today ComplexMusic TotallyHer - Kids Home Weather TV Entertainment Food Gaming About.com Home The Weather Channel NBCU TV All Recipes EA Websites ApartmentTherapy.com Weatherbug A+E Networks BlogHer Food GSN ehow Home & Garden Accuweather ABC Food Network FreeRide Games Houzz.com MSN Weather TV Guide My Recipes Network Wild Tangent Media HGTV Yahoo! Weather PBS.Org Foodie by Glam Spil Games = Ad-supported cable brand Source: CAB analysis of comscore data, April 14, Top sites by category
7 TV S SHARE OF VIDEO Overall, Television s Share Of Total Video Viewing Continues To Grow, Up 4 Points From Last Year Source: Nielsen Cross Platform Report; A18-24 Total Video Viewing (incl. video on comp/phone) A18-24 Time Spent Monthly (Hrs:Min) 4Q12 4Q13 133:04 128:43 TV Viewing 111:20 113:14 TV s Share Of Total Video Viewing 84% 88%
8 CABLE TIME SPENT; SELLABLE GRPS Young Adults Spend 4X More Time With Cable Ad-Supported Cable Garners Majority Of Available TV GRPs 9% A18-24 Source: Nielsen Pgm level analysis; total day April 14 Time Spent Weekly (Hrs:Min) Total Day 16:02 A :02 Sellable GRPs In Avg Week/Total Day 91% 10% 16:17 F18-24 F :32 Ad-Supported Cable Broadcast Ad-Supported Cable Broadcast 90%
9 TV VIEWING Myth TV Viewing Levels Are Declining At A Record Pace Especially Among A18-24 Reality TV Viewing Levels Are Flat When Factor Out Broadband Only Homes, Which Were Introduced Into The Sample This Past Fall Total Day Persons Using TV % STD 13/14 v YAG w/broadband HH without Broadband HH P2+ -1% +1% P % 0% W % -2% M % +3% P % -1% P % -1% P % -1% P % -1% Source: Nielsen Npower live+7 timeperiod PUT %; 9/23/13-4/30/14; in Oct 14 Nielsen introduced BBO into national sample. In order to do an apples to apples analysis you must exclude BBO for 13/14 when comparing with prior years. When factor out Broadband Only, picture becomes clearer: TV is flat among A18-24 Down slightly among women aged (-2%) Up among young men (+3%)
10 PRIMETIME TV VIEWING In Primetime, TV s Viewing Levels Are Up Slightly From Last Year Among A18-24 Primetime Persons Using TV % STD 13/14 v YAG w/broadband HH Source: Nielsen Npower live+7 timeperiod PUT %; 9/23/13-4/30/14 without Broadband HH P2+ -2% 0% P % +1% W % -1% M % +3% P % -2% P % -2% P % -1% P % -3% TV Viewing Levels
11 WORKING WOMEN & TIMESHIFTING Myth Working Women Are Tuning Out Of Television Reality Large Increases Of Women Entering Workforce Has Influenced Their Media Viewing Habits But They Still Schedule TV Me Time At Their Convenience Number of Women Who Entered Workforce Has More Than Tripled In Past 50 Years With A Projected 92M by 2050 Women In Labor Force (OOO) 18,349 Source: Census; W16+ 65,616 Women s Share Of Workforce 91, % 47% 48% With More & More Women In The Work Force, These Time Pressed Consumers Are Timeshifting Their Programming To Stay Relevant Working Women Playback v Live Minutes 12% 88% 2009 Live Playback Nielsen NPower, timeperiod data, April of each year, base=dvr HH 16% 84% 2014 GRP SKEW
12 TV S REACH Myth...Young Women Are Deserting Television; Not Optimal Medium For Reaching This Elusive Target Reality...Young Women Are Big Consumers Of Television Television Reaches Over 90% Of Young Women W TV UE & Reach % 94% Reach 94% Reach 14,270,000 14,290, * Young Women Turn To Television For Latest News & Information Media Trusted Most Among W18-24 Internet TV Newspaper Magazine Radio Source: Nielsen UE; *Advance UE Source: MRI 2013 Doublebase; vert %; heavy media users (heavy tv/online) 34% 33% 20% 7% 6%
13 TV ADS Television Ads Are Most Memorable; Move Products Off The Shelves Device On Which Advertising Is Most Memorable 62% (Among Owners of Each Device) A % TV Laptop Smartphone Tablet Television Ads Encourage Further Investigation and Ultimately Move Products Off the Shelves 78% Look up information online about an advertisement currently watching 65% Shop online or purchase something they have seen on a show / advertisement they are currently watching A % 7% How Often? 72% Once a week or more 60% Once a week or more BASE: Watches video on device 1056 On which of the following devices do you find advertisements most memorable? 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.
14 TV ADS TOP AMONG YOUNG WOMEN Among Women, TV Ads Are Top For Providing Information About New Products & Services 118 Ads on TV provide useful info about bargains 108 Ads on TV provide useful info about new products/services Source: MRI 2013 Doublebase; index to gen pop Interest In Advertising Among W18 24 (Index to gen pop) 112 Ads on Radio are alike 109 Ads on Internet are alike 105 Ads in Magazine have no credibility 102 Ads in Newspaper are alike
15 SOCIAL MEDIA USAGE Myth...Young Adults Are Consumed By Social Media; Do not Pay Attention To Television Advertising Reality...Social Media Engages Consumers, Holding Young Adults In The Room Young Adults Chat About TV Frequently 5 out of 10 Discuss Shows A Few Times a Week or More How Often Do you Chat / Post / Tweet About a Show While Watching TV? (A18-24) Less than once a week: 26% About once a week: 22% Daily: 29% Few times a week: 23% BASE: Respondents who engage in Social TV 600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching. 52% Discuss Shows Frequently
16 SOCIAL MEDIA DRIVES TV Social Media Drives TV Viewing Allowing For Further Engagement; 34% Saw An Ad Product They Want To Share 51 See what others think about the show 49 Keep in touch with friends Why Do You Post / Tweet / Chat During a TV Show? (%) A Discuss show w/fans Makes watching more interesting BASE: Respondents who engage in social TV 610 Previously you indicated you do the above. Why do you do these activities? Select all that apply. 34 Saw an ad/ product I like and want to share Get insider info about show Like engaging in play along games 23 Chat with stars
17 SOCIAL MEDIA & YOUNG WOMEN Young Women Are Active Social Media Users; Utilizing TV Content Within Conversation To a Staggering Degree 65% Discussing what happened in show Index to General Pop. Women:Topic of Conversation About Show When Communicating via SM While Watching 32% 32% Recommending show What might happen next on show 63% P % 27% Liking show 20% 19% A reminder about show Social Media Usage Increases, Over-indexing General Population Significantly Visited Social Network Site/Past Month 68% W18-24 Source: top chart-cre Talking Social TV; social media trends= MRI Doublebase; social media includes Facebook and Myspace A character in show 87% 9% 12% TV scheduling/ plans to watch An actor in show
18 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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