• by Joe Mandese , July 8, 2008

A day after officially announcing plans to provide so-called "total audience measurement index" or TAMI ratings, for NBC Universal's coverage of the 2008 Summer Olympic Games (see related story in today's MediaDailyNews, Nielsen Co. today released the first comparable audience estimates across three "screens:" TV, the Internet and mobile devices, and the findings indicate that the new video platforms do not appear to be cutting into television's action.

The data shows that the amount of "screen time" the average American devotes to television continues to increase, reaching 127 hours and 15 minutes per month, the highest level ever. The increase in time spent on television screens comes as people are devoting more time to other screens: 26 hours and 26 minutes per month on Internet connected screens (up 9% from last year); and three hours and 15 minutes per month watching video on their cell phone screens.

The figures, which are averages per month among people who utilize these platforms, also found that the time people spend accessing video programming on Internet connected screens now averages two hours and 19 minutes per month.

"Web video is changing the definition of the Internet for those under the age of 24," states John Burbank, chief marketing officer of Nielsen Co., as part of Nielsen's analysis of the new data. "Those under 24 use the Internet less than older users but spend a greater percent of time viewing video. For instance, children 2-11 spend relatively little time on the Internet - just 4:58 vs. 38:47 for adults 35-44. But much more of their time is likely spent watching video than checking email or traditional websites."

Time Spent in Hours:Minutes Per User 2+, Per Month
	May 08	May 07	% Diff
Watching TV in the home*	127:15	121:48	4%
Watching Timeshifted TV*	5:50	3:44	56%
Using the Internet**	26:26	24:16	9%
Watching Video on Internet**	2:19	n/a	n/a
Mobile Video Subscribers Watching Video on a Mobile Phone^	3:15	n/a	n/a

 

Source: The Nielsen Company