Internet-Connected TV Viewing Higher, Overall TV Usage Drops

Viewing on Internet-connected TV devices is now up more than 50% versus a year ago. That's against the broader picture of all TV usage, which continues to decline.

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.

1 comment about "Internet-Connected TV Viewing Higher, Overall TV Usage Drops ".
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  1. Ed Papazian from Media Dynamics Inc, June 21, 2017 at 4:42 p.m.

    It should be noted that most of the ABC and NBCU advantage over CBS in these 18-49 viewing tonnage calculations based on Nielsen data are due to their owned cable channels, not their broadcast TV Network performances. In that respect, lumping cable in with broadcast, as Brian has done in these Nielsen-based reports, is rather misleading. Why not break out broadcast and cable separately, Brian?Then, if you wish, combine them.

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