NBCUniversal says digital TV-video viewership amounts to an average 21% of the total time that 18-49 viewers consume nine of its TV networks’ content.
The NBC Television Network has the highest level of digital time share -- with around 35% of its total watch time going to digital viewing and the remainder going to live and time-shifted linear TV.
This comes from NBCUniversal’s One Audience Cross Consumption September 2020 report.
Bravo, MSNBC and CNBC pull in about 21% to 22% of its total time for digital viewership. The networks coming in with less -- 10% to 15% -- are E!, Oxygen, Syfy, Telemundo, and USA Network.
Digital content here is defined at digital long-form and short-form programming.
For marketers, NBCU says advertisers who shift budgets to more digital platforms from live, linear TV can improve overall reach.
Ramping up one’s percentage of digital media to 13% from 2% can lead to a 26% growth in reach.
This new adjustment of more digital spend can boost reach to 42.3% from 33.6%.
NBC says this new optimized plan can also help lower frequency by 18% -- to 4.2 exposures for an overall campaign -- from an average 5.1.
In one case study looking at casual restaurant dining, NBC says cross-platform exposure using linear and digital TV-video can boost foot traffic by 75%, compared to TV-only exposures.
This amounted to a 14% lift using linear and digital versus a linear TV-only lift of 8%.