1. Multi-Screen TV Brands Vs. AdTech
A Comparison of “Time Spent” By Demo
December 2017

2. Despite Media Hype, Consumers of All Ages Spend More Time With Multi-Screen TV Brands Than The Major Ad-Tech Platforms
Against any major demo, TV brands dominate users’ time in any given minute
To illustrate TV brands’ dominance, we’ve compared top ad-tech platforms against multi-screen TV (linear + web) on two “time-based” comparable metrics
The ad-tech platforms we analyzed include the 4 portals (AOL, Google, MSN, Yahoo), YouTube and Facebook
Monthly Time Spent
Average Audience (“Any Given Minute”)- incorporates unique reach, average time spent & total minutes viewed to show relative scale

3. P13-17

4. 57 Hours of Avg. Consumer Usage Split: 83% Ad-Supported TV & 17% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
9:28
47:25
56:53
P13-17
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P13-17, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

5. In Any Given Minute, There Are Over 6x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
1,234.3
Source: Nielsen Npower Live+7 December 2017, P13-17, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

6. P18+

7. 186 Hours of Avg. Consumer Usage Split: 81% Ad-Supported TV & 19% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
34:53
151:41
186:34
P18+
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P18+, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

8. In Any Given Minute, There Are Almost 5x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
47,279.3
Source: Nielsen Npower Live+7 December 2017, P18+, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

9. P18-34

10. 114 Hours of Avg. Consumer Usage Split: 65% Ad-Supported TV & 35% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
39:59
74:27
114:25
P18-34
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P18-34, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

11. In Any Given Minute, There Are Over 1
In Any Given Minute, There Are Over 1.5X More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
Source: Nielsen Npower Live+7 December 2017, P18-34, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

12. P18-49

13. 139 Hours of Avg. Consumer Usage Split: 72% Ad-Supported TV & 28% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
38:39
100:33
139:12
P18-49
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P18-49, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

14. In Any Given Minute, There Are Over 2x More P18-49 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
Source: Nielsen Npower Live+7 December 2017, P18-49, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

15. P25-54

16. 162 Hours of Avg. Consumer Usage Split: 76% Ad-Supported TV & 24% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
38:28
123:56
162:24
P25-54
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P25-54, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

17. In Any Given Minute, There Are 3X More P25-54 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
6,126.6
19,451.6
Source: Nielsen Npower Live+7 December 2017, P25-54, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

18. P50+

19. 238 Hours of Avg. Consumer Usage Split: 88% Ad-Supported TV & 12% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (December 2017)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) +
29:09
208:44
237:53
P50+
Average minutes per visitor
Source: Nielsen Npower Live+7 December 2017, P50+, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

20. In Any Given Minute, There Are 9x More P50+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
3,364.4
30,597.7
Source: Nielsen Npower Live+7 December 2017, P50+, VAB analysis of comScore duplicated December 2017 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

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