Traditional TV Beats Pure-Play Digital Media In Audience Usage

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.

advertisement

advertisement

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.

4 comments about "Traditional TV Beats Pure-Play Digital Media In Audience Usage".
Check to receive email when comments are posted.
  1. dorothy higgins from Mediabrands WW, June 7, 2016 at 1:33 p.m.

    Is this data based upon viewable video impressions?

  2. 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.

  3. 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.

  4. 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."

Next story loading loading..