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

Transcription

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

2 Nielsen s Recent 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, Radio, -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 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 Among Adults 18+, Continues To Be The Device That Delivers The Highest Reach Average A18+ Weekly Reach % 87.9% 76.8% 67.7% 43.7% 51.1% 32.0% 29.9% 45.3% 34.0% 19.3% 28.3% -Connected PC PC PC Social Social Social How Many A18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18+ UE = 243,020,000. & Social is a subset of each device s 3

4 Although The Is The Highest Reaching Device Among Millennials, Remains King Of Consumption Average A18-34 Weekly Reach % 78.1% 86.2% 77.2% 52.1% 45.5% 28.1% 25.6% 60.2% 39.1% 22.9% 31.3% -Connected PC PC PC Social Social Social How Many A18-34 PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18-34 UE = 72,850,000. & Social is a subset of each device s 4

5 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On Average A18+ Usage: # of Days Per Week Connected PC PC PC Social Social Social How Often A18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18+ UE = 243,020,000. & Social is a subset of each device s 5

6 Among Adults 18-34, Continues To Provide The Highest Viewing Occasions Average A18-34 Usage: # of Days Per Week Connected PC PC PC Social Social Social How Often A18-34 PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18-34 UE = 72,850,000. & Social is a subset of each device s 6

7 Adults 18+ Spend Much More Time With On A Weekly Basis Than Any Other Device 2,126 Average Weekly Minutes Spent By Device Based on A18+ Population Connected PC PC PC Social Social Social How Long A18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18+ UE = 243,020,000. & Social is a subset of each device s 7

8 Even Among Millennials, More Time Is Spent With On A Weekly Basis Than Any Other Device 1,224 Average Weekly Minutes Spent By Device Based on A18-34 Population Connected PC PC PC Social Social Social How Long A18-34 PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18-34 UE = 72,850,000. & Social is a subset of each device s 8

9 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity Average A18+ Audience Per Minute 51,267,293 16,800,264 5,991,998 9,711,427 2,622,389 1,286, ,519 5,202,970 5,356, ,408 1,215,125 -Connected PC PC PC Social Social Social How Long A18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18+ UE = 243,020,000. & Social is a subset of each device s 9

10 s Average Audience Among Millennials Surpasses Any Other Device 8,849,207 Average A18-34 Audience Per Minute 6,237,794 3,047,351 2,803,476 2,087,459 1,620,702 1,105, , , , ,182 -Connected PC PC PC Social Social Social How Long A18-34 PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18-34 UE = 72,850,000. & Social is a subset of each device s 10

11 Accounts For 93% Of Total Consumption During An Average Minute % of A18+ Consumption By Device Based on Average Audience Per Minute 1% 1% PC 5% 93% How Long A18+ Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18+ UE = 243,020,

12 Among Adults 18-34, Accounts For 85% Of Total Consumption During An Average Minute % of A18-34 Consumption By Device Based on Average Audience Per Minute 2% 3% 85% PC 10% How Long A18-34 Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, A18-34 UE = 72,850,

13 Hispanic 18+

14 Among Hispanic 18+, Continues To Be The Device That Delivers The Highest Reach Average Hispanic 18+ Weekly Reach % 89.6% 86.7% 76.6% 59.3% 45.0% 36.9% 21.8% 18.9% 19.3% 10.7% 15.4% -Connected PC PC PC Social Social Social How Many Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Hispanic 18+ UE = 37,110,000. & Social is a subset of each device s 14

15 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On Average Hispanic 18+ Usage: # of Days Per Week Connected PC PC PC Social Social Social How Often Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Hispanic 18+ UE = 37,110,000. & Social is a subset of each device s 15

16 Hispanic 18+ Spend Much More Time With On A Weekly Basis Than Any Other Device Average Weekly Minutes Spent By Device Based on Hispanic 18+ Population 1, Connected PC PC PC Social Social Social How Long Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Hispanic 18+ UE = 37,110,000. & Social is a subset of each device s 16

17 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity Average Hispanic 18+ Audience Per Minute 6,011,381 3,182, ,360 1,135, , , ,342 1,022, ,964 40,072 76,940 -Connected PC PC PC Social Social Social How Long Hispanic 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Hispanic 18+ UE = 37,110,000. & Social is a subset of each device s 17

18 Accounts For 91% Of Total Consumption During An Average Minute % of Hispanic 18+ Consumption By Device Based on Average Audience Per Minute 1% 2% PC 6% 91% How Long Hispanic 18+ Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Hispanic 18+ UE = 37,110,

19 Black 18+

20 Among Black 18+, Continues To Be The Device That Delivers The Highest Reach 90.4% Average Black 18+ Weekly Reach % 75.2% 66.7% 51.2% 50.0% 39.7% 32.9% 28.8% 28.2% 19.2% 25.0% -Connected PC PC PC Social Social Social How Many Black 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Black 18+ UE = 30,535,000. & Social is a subset of each device s 20

21 Although The Has Higher Usage Occasions, The Highest Viewing Occasions Occur On Average Black 18+ Usage: # of Days Per Week Connected PC PC PC Social Social Social How Often Black 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Black 18+ UE = 30,535,000. & Social is a subset of each device s 21

22 Black 18+ Spend Much More Time With On A Weekly Basis Than Any Other Device 3,054 Average Weekly Minutes Spent By Device Based on Black 18+ Population Connected PC PC PC Social Social Social How Long Black 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Black 18+ UE = 30,535,000. & Social is a subset of each device s 22

23 In Any Given Minute, Television s Audience Far Surpasses That Of Any Other Device For Any Activity 9,251,962 Average Black 18+ Audience Per Minute 753,080 1,390, , ,920 2,311, , , ,774 79, ,363 -Connected PC PC PC Social Social Social How Long Black 18+ PC Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Black 18+ UE = 30,535,000. & Social is a subset of each device s 23

24 Accounts For 93% Of Total Consumption During An Average Minute % of Black 18+ Consumption By Device Based on Average Audience Per Minute 1% 1% PC 5% 93% How Long Black 18+ Source: Nielsen Comparable Metrics Report Q1 2016; Data based on average week between December 28, 2015 March 27, Black 18+ UE = 30,535,

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