Traditional TV Beats Pure-Play Digital Media In Audience Usage

by Wayne Friedman , June 6, 2016

When it comes to average audience per minute metrics -- the main measure that traditional TV shows use to show performance -- TV is still way ahead of pure-play digital media platforms.

Looking at all total day TV multiscreen platforms -- including traditional TV-related sites -- the average audience per minute comes to 30.9 million for those 18 years and older, representing a 71% share of media usage, according to the Video Advertising Bureau, the TV advertising group.

Facebook is the nearest competitor with 4.4 million (a 10% share), followed by Pandora at 2.14 million (5%) and YouTube with 2.10 million (5%). Google is next at 930,000 (2%) and Yahoo is at 670,000 (2%).

The VAB says results come from comScore MediaMetrix’s multiplatform Key Measures services for December 2015, for adults 18 and older, and the Nielsen R&F Program Report, live program plus same day for total day viewing of December 2015 for adults 18 and older.

The VAB says results are based on linear TV and TV-related sites across the full month. Digital Web site measurement includes all visitor activity, including video consumption.

Even among younger media users, traditional linear TV and its related networks have a commanding lead. TV pulls in a 5.3 million 18-34 average audience per minute -- a 46% share.

Facebook is at 1.8 million (15% share), followed by Pandora with 1.3 million (11%) and YouTube at 1.1 million (10%). Google, Spotify, and Instagram each have a 3% share with 378,000, 357,000, and 347,000 18-34 viewers, respectively.

social media, tv, web sites

4 comments about "Traditional TV Beats Pure-Play Digital Media In Audience Usage".

Check to receive email when comments are posted.

dorothy higgins from Mediabrands WW, June 7, 2016 at 1:33 p.m.
Is this data based upon viewable video impressions?
Reply

Ed Papazian from Media Dynamics Inc, June 7, 2016 at 2:16 p.m.

I thought that comScore only measured device usage, not adult viewing. That said, the findings are, indeed, interesting.

John Grono from GAP Research, June 7, 2016 at 6:46 p.m.

Dorothy I believe that the data referred to is measuring usage of the medium across the day converted to the average minute - the helicopter view - and not whether any specific content such as an ad is in view for 1+ seconds.

Gordon Borrell from Borrell Associates, June 10, 2016 at 1:19 p.m.

If I were the editor, I'd have given this one paragraph, with a headline that says, "Not Surprising: TV Group Looks at Some Research and Declares TV is Bigger than the Internet."