Multi-Screen TV Brands Vs. AdTech
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1 Multi-Screen TV Brands Vs. AdTech A Comparison of Time Spent By Demo March 2018
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 adtech platforms against multi-screen TV (linear + web) on two time-based comparable metrics Monthly Time Spent Average Audience ( Any Given Minute )- incorporates unique reach, average time spent & total minutes viewed to show relative scale The ad-tech platforms we analyzed include the 4 portals (AOL, Google, MSN, Yahoo), YouTube and Facebook 2
3 P
4 47 Hours of Avg. Consumer Usage Split: 80% Ad-Supported TV & 20% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) P13-17 TV Brands (TV + Internet) + Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 47:42 38:21 9:21 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P13-17, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 4
5 In Any Given Minute, There Are Almost 5x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P13-17 Audience Per Minute (000) (March 2018) % % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P13-17, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
6 P18+ 6
7 177 Hours of Avg. Consumer Usage Split: 80% Ad-Supported TV & 20% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) P18+ TV Brands (TV + Internet) + Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 177:23 140:14 37:10 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18+, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 7
8 In Any Given Minute, There Are 4x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P18+ Audience Per Minute (000) (March 2018) 10, % 42, % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18+, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
9 P
10 111 Hours of Avg. Consumer Usage Split: 62% Ad-Supported TV & 38% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) P18-34 TV Brands (TV + Internet) + Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 111:13 68:24 42:49 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18-34, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 10
11 In Any Given Minute, There Are 37% More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P18-34 Audience Per Minute (000) (March 2018) 4, % 5, % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18-34, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
12 P
13 134 Hours of Avg. Consumer Usage Split: 70% Ad-Supported TV & 30% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) P18-49 TV Brands (TV + Internet) + Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 134:33 93:17 41:16 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18-49, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 13
14 In Any Given Minute, There Are Over 2x More P18-49 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P18-49 Audience Per Minute (000) (March 2018) 7, % 14, % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P18-49, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
15 P
16 154 Hours of Avg. Consumer Usage Split: 74% Ad-Supported TV & 26% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) P25-54 TV Brands (TV + Internet) + Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 154:40 114:20 40:20 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P25-54, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 16
17 In Any Given Minute, There Are Over 2.5X More P25-54 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P25-54 Audience Per Minute (000) (March 2018) 6, % 17, % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P25-54, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
18 P50+ 18
19 222 Hours of Avg. Consumer Usage Split: 86% Ad-Supported TV & 14% 4 Portals + Facebook Monthly Time Spent (March 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + P50+ Total Ad-Supported TV Brands (Cable Nets+ MVPD s + Broadcast: TV+ Web+Mobile) 222:07 191:14 30:53 AVERAGE MINUTES PER VISITOR SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P50+, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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! 19
20 In Any Given Minute, There Almost 8x More P50+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Average P50+ Audience Per Minute (000) (March 2018) 3, % 27, % Total TV (Web + Linear) SOURCE: NIELSEN NPOWER LIVE+7 MARCH 2018, P50+, VAB ANALYSIS OF COMSCORE DUPLICATED MARCH 2018 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
21 For More Information Visit Us Online TheVAB.com Follow Like us: facebook.com/videoadvertisingbureau
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