How Many, How Often & How Long:

Size: px

Start display at page:

Download "How Many, How Often & How Long:"

Gavin Powers
5 years ago
Views:

1 How Many, How Often & How Long: Comparable Metrics & Any Given Minute Update 2Q 2017

2 Nielsen s Comparable Metrics Report Provides An Apples-To- Apples View of Media Consumption Nielsen s Q Comparable Metrics Report is an in-depth study of users and usage that aligns methodology and metrics across TV, Radio, TV-connected devices, PCs, s and s Metrics commonly associated with only one type of content such as video starts or page views for digital are set aside with the focus on addressing three basic concepts equally applicable to all categories of media measurement: How Many is commonly displayed in TV as Reach and in digital as Unique Audience. This is simply the number of adults who use a given platform or content during a specified time period (daily, weekly, monthly) How Often is expressed as the number of days per week that those adults access said content How Long is a measure of the time spent engaging with each platform. This can be displayed as gross minutes, average minutes by person and average audience, which is the # of adults engaging with the content in an average minute 2

3 Adults 18+

4 Among Adults 18+, TV Continues To Be The Device That Delivers The Highest Reach 88.1% Average A18+ Weekly Reach % 83.0% 73.3% 46.9% 49.8% 29.1% 8.1% 27.8% 46.5% 52.0% 37.0% 16.4% 20.0% 28.7% TV TV-Connected Devices PC PC PC PC Social Social Social How Many A18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18+ UE = 245,740,000., & Social is a subset of each device s 4

5 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On TV Average A18+ Usage: # of Days Per Week TV TV-Connected Devices PC PC PC PC Social Social Social How Often A18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18+ UE = 245,740,000., & Social is a subset of each device s 5

6 Adults 18+ Spend Much More Time With TV On A Weekly Basis Than Any Other Device 1,866 Average Weekly Minutes Spent By Device Based on A18+ Population 1, TV TV-Connected Devices PC PC PC PC Social Social Social How Long A18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18+ UE = 245,740,000., & Social is a subset of each device s 6

7 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity 45,490,342 Average A18+ Audience Per Minute 25,178,983 6,511,159 8,870,984 3,397, ,145 1,184,984 1,212, ,130 6,146,518 5,883, , , ,246 TV TV-Connected Devices PC PC PC PC Social Social Social How Long A18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18+ UE = 245,740,000., & Social is a subset of each device s 7

8 The Majority of Online Time Spent on PCs, s and s is Devoted to Non- Activity Total Online Activity: % vs. % Non- A18+ Computer 5% 8% 62% 38% 95% 92% Non- Activity on a Device on a Device Source: VAB Analysis of Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18+ UE = 245,740,000. Reflects gross minutes of video on a computer vs. gross minutes of internet on a computer; gross minutes of video on a smartphone vs. gross minutes of app/web on a smartphone; and gross minutes of video on a tablet vs. gross minutes app/web on a tablet. 8

9 How Does Multi-Screen TV Compare To Popular Digital Platforms? 20 Popular Digital Ad-Tech Platforms Multiscreen TV Brands (TV + online) Ad-Tech properties selection criteria: 20 popular websites / apps were selected from within the Top 100 Web Domains (based on unique visitors) in comscore June

10 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 than are on Facebook 12x more people are watching ad-supported TV content than are on YouTube 33,734.5 Adult 18+ Average Audience (000) Ad-Supported Multiscreen TV vs. 20 Popular Digital Platforms 3, ,858.41, , TV Brands Facebook YouTube Pandora Google Instagram Spotify Yahoo Snapchat Amazon Messenger AOL Pinterest Twitter Twitch LinkedIn ebay WhatsApp VEVO Reddit Buzzfeed Source: VAB analysis of comscore MediaMetrix Key Measures (multiplatform), June 2017; A18+ Nielsen R&F Time Period Report, Live + SD, Total Day. June 1-30, 2017; A18+. 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. 10

11 Adults

12 Although The Is The Highest Reaching Device Among Millennials, TV Remains King Of Consumption 78.0% Average A18-34 Weekly Reach % 90.4% 80.8% 56.4% 63.3% 59.6% 42.7% 25.3% 21.5% 36.8% 21.3% 17.4% 27.4% 8.7% TV TV-Connected Devices PC PC PC PC Social Social Social How Many A18-34 PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18-34 UE = 73,460,000., & Social is a subset of each device s 12

13 Among Adults 18-34, TV Continues To Provide The Highest Viewing Occasions Average A18-34 Usage: # of Days Per Week TV TV-Connected Devices PC PC PC PC Social Social Social How Often A18-34 PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18-34 UE = 73,460,000., & Social is a subset of each device s 13

14 Even Among Millennials, More Time Is Spent With TV On A Weekly Basis Than Any Other Device For Consumption 960 Average Weekly Minutes Spent By Device Based on A18-34 Population 1, TV TV-Connected Devices PC PC PC PC Social Social Social How Long A18-34 PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18-34 UE = 73,460,000., & Social is a subset of each device s 14

15 TV s Average Audience Among Millennials Surpasses Any Other Device For Consumption Average A18-34 Audience Per Minute 8,256,716 6,994,535 3,203,017 2,043,920 1,316,261 53, , , ,687 2,221,862 1,547, ,880 86, ,402 TV TV-Connected Devices PC PC PC PC Social Social Social How Long A18-34 PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18-34 UE = 73,460,000., & Social is a subset of each device s 15

16 Even Among Millennials, Very Little Time is Being Spent Watching on Computers & Mobile Devices Total Online Activity: % vs. % Non- A18-34 Computer 7% 13% 36% 64% 93% 87% Non- Activity on a Device on a Device Source: VAB analysis of Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, A18-34 UE = 73,460,000. Reflects gross minutes of video on a computer vs. gross minutes of internet on a computer; gross minutes of video on a smartphone vs. gross minutes of app/web on a smartphone; and gross minutes of video on a tablet vs. gross minutes app/web on a tablet. 16

17 Multiscreen (TV + + online) Millennial Average Audience Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook 4, x more Millennials are watching TV than are on YouTube Adults Average Audience (000) Ad-Supported Multiscreen TV vs. 20 Popular Digital Platforms 1, , TV Brands YouTube Facebook Pandora Instagram Spotify Google Snapchat Messenger Amazon Twitch Yahoo Twitter Pinterest Reddit VEVO WhatsApp Buzzfeed AOL LinkedIn ebay Source: VAB analysis of comscore MediaMetrix Key Measures (multiplatform), June 2017; A18-34 Nielsen R&F Time Period Report, Live + SD, Total Day. June 1-30, 2017; A 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. 17

18 Black

19 Among Black 18+, TV Continues To Be The Device That Delivers The Highest Reach 90.6% Average Black 18+ Weekly Reach % 81.6% 72.6% 59.4% 43.3% 48.8% 31.3% 24.2% 47.0% 39.8% 24.6% 19.7% 32.0% 8.6% TV TV-Connected Devices PC PC PC PC Social Social Social How Many Black 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000., & Social is a subset of each device s 19

20 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On TV Average Black 18+ Usage: # of Days Per Week TV TV-Connected Devices PC PC PC PC Social Social Social How Often Black 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000., & Social is a subset of each device s 20

21 Black 18+ Spend Much More Time With TV On A Weekly Basis Than Any Other Device 2,729 Average Weekly Minutes Spent By Device Based on Black 18+ Population 1, TV TV-Connected Devices PC PC PC PC Social Social Social How Long Black 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000., & Social is a subset of each device s 21

22 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity 8,366,300 Average Black 18+ Audience Per Minute 3,738, ,029 1,195, ,424 22, , , , , , ,011 38, ,327 TV TV-Connected Devices PC PC PC PC Social Social Social How Long Black 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000., & Social is a subset of each device s 22

23 Despite More Time Being Spent Watching on PCs, and Use is Limited Among Black Adults Total Online Activity: % vs. % Non- Black 18+ Computer 46% 7% 13% 54% 93% 88% Non- Activity on a Device on a Device Source: VAB analysis of Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000. Reflects gross minutes of video on a computer vs. gross minutes of internet on a computer; gross minutes of video on a smartphone vs. gross minutes of app/web on a smartphone; and gross minutes of video on a tablet vs. gross minutes app/web on a tablet. 23

24 Multiscreen Multiscreen (TV (TV + online) + online) Average Audience During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 16x more people are watching ad-supported TV content than are on Facebook or YouTube 6,165.6 Black 18+ Average Audience (000) Ad-Supported Multiscreen TV vs. 20 Popular Digital Platforms TV Brands YouTube Facebook Pandora Instagram Spotify Google Snapchat Yahoo Messenger AOL Amazon Twitter WhatsApp Pinterest Twitch VEVO LinkedIn Buzzfeed ebay Reddit Source: VAB analysis of comscore MediaMetrix Key Measures (multiplatform), June 2017; Black 18+. Nielsen R&F Time Period Report, Live + SD, Total Day. June 1-30, 2017; Black Adults 18+. 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. 24

25 Hispanic

26 Although The Is The Highest Reaching Device Among Hispanics 18+, TV Remains King Of Consumption 88.9% Average Hispanic 18+ Weekly Reach % 91.4% 80.8% 49.6% 65.3% 56.5% 36.9% 21.1% 6.4% 17.5% 22.3% 13.3% 10.0% 17.2% TV TV-Connected Devices PC PC PC PC Social Social Social How Many Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Hispanic 18+ UE = 37,816,000., & Social is a subset of each device s 26

27 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On TV 5.21 Average Hispanic 18+ Usage: # of Days Per Week TV TV-Connected Devices PC PC PC PC Social Social Social How Often Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Hispanic 18+ UE = 37,816,000., & Social is a subset of each device s 27

28 Hispanic 18+ Spend Much More Time With TV On A Weekly Basis Than Any Other Device 1,416 Average Weekly Minutes Spent By Device Based on Hispanic 18+ Population 1, TV TV-Connected Devices PC PC PC PC Social Social Social How Long Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Hispanic 18+ UE = 37,816,000., & Social is a subset of each device s 28

29 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity 5,313,667 Average Hispanic 18+ Audience Per Minute 4,454,680 1,031, , ,880 1,132,463 19,778 93, , , ,506 70,633 19,059 91,150 TV TV-Connected Devices PC PC PC PC Social Social Social How Long Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Hispanic 18+ UE = 37,816,000., & Social is a subset of each device s 29

30 Despite More Time Being Spent Watching on PCs, and Use is Limited Among Black Adults Total Online Activity: % vs. % Non- Black 18+ Computer 46% 7% 13% 54% 93% 88% Non- Activity on a Device on a Device Source: VAB analysis of Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Black 18+ UE = 30,897,000. Reflects gross minutes of video on a computer vs. gross minutes of internet on a computer; gross minutes of video on a smartphone vs. gross minutes of app/web on a smartphone; and gross minutes of video on a tablet vs. gross minutes app/web on a tablet. 30

31 Online PC Activity is Split Between & Non-, However Hispanics Rarely Watch on s and s Total Online Activity: % vs. % Non- Hispanic 18+ Computer 50% 7% 13% 50% 93% 87% Non- Activity on a Device on a Device Source: VAB analysis of Nielsen Comparable Metrics Report Q2 2017; Data based on average week between March 27, 2017 June 25, Hispanic 18+ UE = 37,816,000. Reflects gross minutes of video on a computer vs. gross minutes of internet on a computer; gross minutes of video on a smartphone vs. gross minutes of app/web on a smartphone; and gross minutes of video on a tablet vs. gross minutes app/web on a tablet. 31

32 For More Information Visit Us Online Follow Like us: facebook.com/advertisingbureau

Comparable Metrics: How Many, How Often & How Long 1Q 2016

Comparable Metrics: How Many, How Often & How Long 1Q 2016 Nielsen s Recent Comparable Metrics Report Provides An Apples-To-Apples View of Media Consumption Nielsen s Q4 2015 Comparable Metrics Report