VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING
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
YEARLY TRENDS Summer TV Viewing Has Remained Relatively Constant Total Day Total Use Of Television Ratings Summer 14 Summer 15 % Change A18-49 19.7 19.4-2% A25-54 21.7 21.5-1% Primetime Summer 14 Summer 15 % Change A18-49 36.9 36.1-2% A25-54 41.4 40.9-1% 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
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
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 2015 25% 75% Winter 15 Live TV viewing is More Common In the Summer Months Than In The Winter Playback % Live %
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 % P2-11 79% 21% P12-17 80% 20% P18-24 82% 18% P25-34 77% 23% P35-49 77% 23% P50+ 80% 20% Live Viewing is Dominant Among Young Adults
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
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
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
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 ) 3:24 2.6 Trillion Summer 14 Summer 15 Total Ad-Supported TV ( Cable+ Broadcast ) 2.7 Trillion
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 P18-34 24,992 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.
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.
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