In May, consumption of TV through devices such as Roku, Apple TV and Google’s Chromecast now accounts for 11.4% of total TV use among adults 18-49 on a total day basis. It was 7.1% in May 2016 and 4.2% in May 2015, according to Pivotal Research Group.
Pivotal says that total use of TV across all platforms -- where commercials are encoded -- was down 6.2% on a total day basis among adults 18-49 in May, versus the same month a year ago. This number generally excludes programming on computers, tablet and mobile devices.
Just looking at traditional TV platforms, viewing among 18-49s dropped by double-digit percentages in total day and prime time.
Total national TV commercial impressions against 18-49 also dropped -- 9.2% in May versus the same month a year ago. Average national commercial loads were stable at 10.9 minutes per hour, according to Nielsen-track programming.
Viacom continues to produce the largest share of C3 commercial impressions when looking at all of its networks -- commanding a 15.8% share of adults 18-49 viewers in May. NBCUniversal comes next at a 14% share and then Time Warner at 13.5%.
Walt Disney is at 8.8%; 21st Century Fox, 7.3%; Discovery, 7.3%; AMC Networks, 5.6%; CBS (the broadcast network), 5.4%; and Scripps Networks Interactive, 5.2%.
C3 is Nielsen’s average commercial ratings plus three days of time-shifting viewing.