• by Wayne Friedman , March 21, 2017

Traditional TV viewing continued to fall in February. However, new connected TV and other OTT viewing are still rising.

Total TV usage was down 4.2% on a total day basis for 18-49 viewers, with English-language broadcast networks losing 10.3%, according to Pivotal Research Group.

Internet-connected TV viewing from OTT devices such as Apple TV, Roku and Google’s Chromecast soared nearly 60% to account for 9.9% of total TV usage. Share of TV usage in February 2016 was 6.0% and February 2015’s 3.6%.

Ad-supported cable networks accounted for a 40.7% share (down from 43.3 a year ago); English broadcast network usage now accounts for 19% (versus 20.4% a year ago); and video game console usage, 9.2% share (8.7% in February 2016).

National TV commercial (C3) impressions among 18-49 dropped 7.2%, with prime time down 4.8%.

Pivotal says total national TV advertising loads in minutes per hour were up to 10.8 from 10.6. Viacom networks commands the largest 18-49 C3 commercial share -- at 15.3%.

NBCUniversal is next at 13.6%; Time Warner, 12.2%; 21st Century Fox, 10.5%; Disney-ABC Television, 8.6%; Discovery Communications, 6.8%; Scripps Networks Interactive, 5.4%; CBS, 5.3%; and AMC Networks, 4.0%.