Adult Average Audience (000)

Slides:

Advertisements

Similar presentations

TV vs. “Top” Internet Brands. Ad-Supported Television = 102 Hours a Month Source: Nielsen Npower Live+7 March 2015 P2+, Broadcast Television represents.

Advertisements

TV vs. Top “Internet” Brands. Ad-Supported Television = 107 Hours a Month Source: Nielsen Npower Live+7 December 2014 P2+, Broadcast Television represents.

TV vs. “Top” Internet Brands. Ad-Supported Television = 98 Hours a Month Source: Nielsen Npower Live+7 April 2015 P2+, Broadcast Television represents.

Reach Is Only Part Of The Story…Commitment Metrics Like “Time Spent” Is Where Ad-Tech’s Audience Claims Really Fall Apart Comparing TV Brands’ “Drive-In”

“How Long” A18+ ON ANY DEVICE: Where Is The Audience In Any Given Minute? PC Smartphone Tablet Source: Nielsen Comparable Metrics Report Q3 2015; Data.

Multiscreen TV Brands (TV + online)

Multi-Screen TV Brands vs. AdTech:

National TV-Branded Digital Platforms Account For Half Of The Total Minutes Spent Within The News Category National TV news websites’ share of time spent.

Our “Universe” Findings:

Multiscreen (TV + online)

Multi-Screen TV Brands vs. AdTech:

Multi-Screen TV Brands vs. AdTech:

Multi-Screen TV Brands vs. AdTech:

Multiscreen (TV + online)

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 10x more people are watching ad-supported TV content.

Average Monthly Time Spent Minutes per viewer– Adults 18+

Average Monthly Time Spent Minutes per viewer, Affluent Adults 18+

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Multi-Screen TV Brands Vs. AdTech

Average Monthly Video Users by Device (000)

Average Monthly Video Users by Device (000)

Multi-Screen TV Brands Vs. AdTech

Left to your own devices

On Average, “Emerging” Brands Saw A 83% Lift In Their Unique Website Traffic After They Launched A TV Campaign “Emerging” brands saw a continual lift.

Against Millennials, The Multi-Screen TV Audience Is Also Much Larger Than Popular Digital Platforms During The Summer On average, in any given minute,

Niche Cable Viewers Spend More Time Watching Their Programming Than They Do Consuming Similar Content On Popular Digital Platforms Viewers spend a total.

In Fact, Ad-Supported TV Brands Collectively Account For A Large Majority Of Total “Time Spent” Among Some Of The Top Digital Content Genres % Share Of.

Google Preferred YouTube channel

Multi-Screen TV Brands Vs. AdTech

Multi-Screen TV Brands Vs. AdTech

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 9x more people are watching ad-supported TV content.

Multi-Screen TV Brands Vs. AdTech

By And Large, Brands With Increased TV Spend Saw Much Greater Online Consumer Engagement And Vice Versa 19 of the 25 Automotive Manufacturers (76%) Analyzed.

Total Ad-Supported TV Brands

Adults Dedicate More Time On the TV Screen Each Day Than They Do Eating/Drinking, Shopping, Talking On The Phone, ing, And Viewing Netflix, YouTube,

Monthly “Time Spent” Average (Minutes per Viewer)

“When On” / “When Off” Comparison (Jan ‘15 – Dec ‘16)

Multi-Screen TV Brands Vs. AdTech

Multi-Screen TV Brands Vs. AdTech

Adult 18+ Average Audience (000)

Americans Dedicate More Time To the TV Screen Each Day Than They Do Eating/Drinking, Shopping, Talking On The Phone, ing, And Viewing Netflix, YouTube,

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Monthly “Time Spent” Average (Minutes per Viewer)

Total Online Activity: % Video vs. % Non-Video

Adult Average Audience (000)

In Terms Of Second Screen Usage, TV Viewers Are 40% More Likely Than Audio Listeners To Take A Digital Action After Seeing/Hearing A Brand Being Advertised.

Multi-Screen TV Brands Vs. AdTech

Summer Audience Composition

Collectively, Ad-Supported TV Brands’ Platforms Are Nearly Ubiquitous Online, Reaching Almost All Adults Left to your own devices Source: VAB analysis.

Black 18+ Average Audience (000)

Total Ad-Supported TV Brands

Collectively, Ad-Supported TV Brands’ Digital Platforms Are Nearly Ubiquitous Online, Reaching Almost All Adults Left to your own devices Source:

Online Content Destinations

Multiscreen (TV + online)

Multiscreen (TV + online)

Monthly Cume Unique Reach (000) By Demo

Adult 18+ Average Audience (000)

Average Daily Time Spent On Video Based On Total U.S. Population

Total Ad-Supported TV Brands

M18-34 Average Minutes Per Visitor September 2018

Average Monthly “Video Viewing on a Computer” Reach by Demo

Monthly “Time Spent” Average (Minutes per Viewer)

Total Online Activity: % Video vs. % Non-Video

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 9x more people are watching ad-supported TV content.

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Adult 18+ Average Audience (000)

Multiscreen (TV + online)

Multiscreen (TV + online)

Total Ad-Supported TV Brands

Presentation transcript:

Adult 18-34 Average Audience (000) This Gap In “Average Audience” For Multiscreen TV Also Exists For Millennials Over 2x more Millennials are watching ad-supported TV content than are on YouTube in any given minute 5x more Millennials are watching ad-supported TV than are on Facebook in any given minute Adult 18-34 Average Audience (000) Multiscreen (TV + online) Left to your own devices Source: VAB analysis of comScore MediaMetrix Key Measures multiplatform (desktop + mobile) data, June 2018; P18-34. Nielsen R&F Time Period Report, Live + SD, Total Day. June 1-30, 2018; P18-34. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.