Heavy TV Viewers More Likely To Buy Cars, Clothes

Heavy TV viewers -- those watching almost 12 hours a day of TV -- contribute almost half of all TV viewing. And for marketers this isn’t such a bad story.

A recent study from Nielsen says heavy viewers -- the biggest of five equally sized groups of viewers -- earned the top spot in 10 out of 17 purchasing categories including automotive, apparel, electronics and dining purchases. Heavy TV viewers are 16% more likely to buy a domestic car and 17% more likely to have purchased new clothing in the past year.

These major consumers of TV content are still increasing -- up 8% over the last five years. Nielsen says that’s an increase of almost one hour a day of TV viewing.

Heavy TV watchers consume 705 minutes a day of TV. Nielsen says African-Americans are 75% more likely to be heavy television viewers, tuning in for an average of 917 minutes per day.

The second-biggest TV viewing group comes in at a little more than 6 hours a day or 362 minutes, representing 24.9% of overall TV viewing. The next group pulled in over three-and-a-quarter hours a day, at 227 minutes. It has a 15.5% share.

The lighter TV viewers group -- those watching a little more than 2 hours a day, at 127 minutes -- have a 8.6% share. The lightest TV viewer group takes in just a little more than a half hour of TV time per day at 35 minutes, and has a 2.4% share.

Recommend (5) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.
1 comment about "Heavy TV Viewers More Likely To Buy Cars, Clothes".
Check this box to receive email notification when other comments are posted.
  1. Ed Papazian from Media Dynamics Inc, May 16, 2014 at 3:53 p.m.

    Some of the "findings" , cited above, are pretty hard to swallow. All of the research we have seen----MRI, Simmons, etc. ----shows that TV's heaviest viewers----the top viewing quintile----tend to be much older than the total population, with lower HH incomes and educations. On the other hand, the heaviest viewing households----based on total set usage, not personal viewing-----are usually younger-middle aged and have better incomes. The reason for this seeming contradiction is the fact that younger, more affluent homes have many more residents than older ones without youngsters. As a result, the heavy viewing home has more set usage occasions but the typical resident in such homes is not as likely to be a heavy viewer. Has Nielsen confused the two----viewers and households-----in this analysis?