Consumers Staying Tuned to TV's, But Some Pick Online
The Nielsen Company reported that television tuning during the 2006-2007 television year (9/18/06-9/23/07) remained
at the record levels set the previous year, while the number of homes with Digital Video Recorders (DVRs) more than doubled.
According to the Nielsen report:
- The total
average time a household had a TV set tuned during the 2006-2007 television year was 8 hours and 14 minutes per day
- The average amount of television watched by individual viewers
during the 2006-07 television year dipped by 1 minute per day to 4 hours and 34 minutes
- The number of households with Digital Video Recorders today stands at 20.5% of
Nielsen's National People Meter sample, up from 17.2% in May 2007. When Nielsen began including households with DVRs in its samples in January 2006, DVR penetration was estimated to be
approximately 8% of households
Patricia McDonough, Senior Vice President of Planning Policy & Analysis at Nielsen Media Research, said "...(though)... there are numerous screens
competing for time and attention, as well as consumer devices providing new ways for viewers to watch their favorite shows... (the results of this study) demonstrate that tuning to traditional
television remains strong."
Total Day
Tuning &Viewing |
| Household Tuning | Persons 2+ Viewing |
Broadcast Year(Sept-Sept) | Average Hours: Minutes Total Day | Average Hours: Minutes Total Day |
2006 - 2007 | 8:14 | 4:34 |
2005 -
2006 | 8:14 | 4:35 |
2004 - 2005 | 8:11 | 4:32 |
2003 - 2004 | 8:01 | 4:25 |
2002 - 2003 | 7.55 | 4.25 |
2001 - 2002 | 7.42 | 4.18 |
2000 - 2001 | 7.39 | 4.15 |
Source: NielsenMedia, October 2007 |
Primetime Tuning & Viewing Levels |
| Household Tuning | Persons 2+
Viewing |
Broadcast Year(Sept-Sept) | Average Hours: Minutes
Primetime | Average Hours: Minutes Primetime |
2006 - 2007 | 1:52 | 1:10 |
2005 - 2006 | 1:54 | 1:11 |
2004 - 2005 | 1:53 | 1:11 |
2003 - 2004 | 1:52 | 1:10 |
2002 - 2003 | 1:52 | 1:10 |
2001 - 2002 | 1:51 | 1:10 |
2000 - 2001 | 1:52 | 1:10 |
Source: NielsenMedia, October 2007 |
Though the viewing time of television sets continues to grow, About 16% of US Internet households watch TV
broadcasts online, according to The Conference Board and TNS. Respondents said that TV on the Internet had replaced news programs as their most widely viewed online content, reports eMarketer.
According to eMarketer projections, by 2011 there will be 200 million broadband Internet users. Of them, 183 million, or 91%, will watch online videos.
Key US TV and Internet Metrics(2006 & 2011 millions) |
| 2006 | 2011 |
TV viewers | 283.5 | 298.5 |
Broadband Internet users | 133.4 | 200.2 |
Online video viewers | 114.3 | 183.0 |
TV households | 111.6 | 119.4 |
Broadband households | 54.6 | 89.9 |
VOD enabled households | 29.7 | 58.4 |
DVR households | 18.6 | 45.1 |
Source: eMarketer, October 2007 |
And, entertainment on the Web has replaced news as
respondents most widely viewed Online content.
Type of Online TV Content Watched by US Online Households(Q3, 2007, % of respondents) |
TV
Content | Head of Household Watches | Other Household Members
Watch |
News | 44.3% | 34.3% |
Sports | 17.2 | 18.3 |
Entertainment | 44.8 | 40.0 |
Previews | 24.4 | 19.9 |
Content from favorite shows | 17.5 | 17.6 |
Entire episodes/shows | 49.1 | 44.1 |
Catch up on missed content | 41.8 | 36.4 |
Source: eMarketer, October 2007 |
Paul Verna, senior analyst at eMarketer, suggests that "Rather than a wholesale shift in viewership from TV to the new-media channels, both media will actually grow in the
next several years. Internet video will entrench itself in the content mainstream, right alongside TV, albeit not in such pervasive numbers."
For more information on the Nielsen Study, please
visit here.