• by Wayne Friedman , 6 hours ago

Despite a recently released Nielsen viewing measure that touts streaming dominance over linear, TVB -- the trade group representing legacy over-the-air linear TV stations -- says linear TV still tops streaming when it comes to viewing share of platforms/networks with advertising.

TVB (formerly Television Bureau of Advertising) says that when looking at Nielsen’s Gauge May total day viewing results -- from only those streaming platforms/linear TV networks (broadcast and cable) that have advertising -- linear TV still commands a sizable share lead compared to streaming, at 55.1% vs. 41.1% for viewers two years of age and older.

Earlier this week, Nielsen’s Gauge Total TV/streaming viewing for May showed all streaming delivered a 44.8% share, topping all linear TV -- broadcast and cable TV networks -- with 44.3% share for the first time since the measurement was started four years ago.

Connected TV (CTV) viewing data from Nielsen's" Gauge" measure includes streamers with no advertising as well as those ad-supported streaming options.

TVB says the difference -- among just ad-supported networks and streamers -- is even greater when just looking at adults 18 years and older -- 58.9% (linear TV) to 41.1% (streaming).

Digging deeper -- analyzing long-form traditional TV-length content (taking out YouTube, largely a platform with shorter duration content) -- linear TV is at a 68.6% share to streamers 31.4% among viewers adults 18 plus.

In its analysis, TVB used Nielsen NPower data in May for persons 18 plus for live plus seven days of time-shifted viewing among total day ad-supported viewing platforms.