How Young Children Are Watching TV and DVDs: From the June 2013 Rating Survey on Young Children s TV Viewing

Transcription

1 How Young Children Are Watching TV and DVDs: From the June 2013 Rating Survey on Young Children s TV Viewing By Yuriko Anraku Introduction This paper reports on the results from the Rating Survey on Young Children s TV Viewing conducted at the same time as the National Individual Audience Rating Survey of June 2013, which covers all viewers nationally aged seven years and older. 1 The survey was conducted over the week of June 10 (Monday) to June 16 (Sunday) and covers children aged two to six years old (those not yet attending school) living within a 30-kilometer radius of Tokyo. The survey subjects were 1,000 children selected in stratified two-stage random sampling (10 children in each of 100 areas) from the Basic Resident Register, and the survey administered by mail (15-minute diaries filled out by the subjects caretakers). The number of valid respondents was 556 persons (55.6%). The composition of the response sample is given in Table 1. This survey researched behaviors regarding TV programs, as well as recorded program and commercial DVD playback, via the diary format. 2 Although up until the previous year we provided the explanation record viewing and listening only at home, this has now been changed to viewing and listening on the move (in the car, etc.) with family is also included. This change has been made because of the increasing spread of digital recording devices in recent times in order to achieve a better grasp of viewing behaviors. Viewing at kindergartens or nursery schools is not included as before. Table 1. Composition of the Sample Total Male Female 2 yrs 3 yrs 4 yrs 5-6 yrs Nursery school Kindergarten Not in school Unknown 556 persons % Television Viewing (1) Daily television viewing time is less than 2 hours, and has not recovered The survey shows that the average TV viewing time per day among children aged two to six years is 1 hr 49 min, a figure which has not recovered from the previous year s decrease (Figure 1). 1

2 Figure 1. Annual trends in TV viewing time (per day, weekly average) hr:mm 3:00 2:00 1:00 0:00 2:25 1:30 2:43 2:42 1:46 2:36 2:34 2:34 2:29 1:38 1:34 1:33 1:37 1:33 0:54 1:00 1:04 1:02 1:03 0:57 0:56 2:15 2:19 1:24 1:31 0:50 0:48 TV Total 2:07 2:07 2:00 2:05 2:07 1:53 1:49 1:19 1:20 Commercial TV Total 1:18 1:15 1:14 1:02 1:00 0:41 0:47 0:49 0:51 0:54 0:51 0:49 NHK TV Total** Total viewing times for NHK TV were 49 min (previous year 51 min) and for commercial TV 1 hr (previous year 1 hr 2 min). Comparatively, the rates are roughly the same as the previous year. With regard to NHK TV viewing, NHK General TV (GTV) accounted for 7 min, Educational TV (ETV) for 40 min, and broadcast satellite (BS) television for 1 min. Looking at total TV viewing times for individual brackets by age and gender, the differences between the age brackets and gender brackets are statistically insignificant (Table 2). However, total TV viewing times of children aged 2 years showed a slight decrease compared to the previous two years. In the NHK/commercial breakdown, total NHK TV viewing times of children aged 5-6 years are shorter than for other ages. On the other hand, total commercial TV viewing times of children aged 2 years are 47 min, which is shorter than for other ages, and those of children aged over 3 years are over 1 hr. The viewing time trends by age are the same as those of the past survey. Table 2. NHK and commercial TV average viewing time by gender and age (per day, weekly averages) TV Total NHK TV Total Commercial TV Total *Children s survey not conducted in **BS Hi-Vision added to NHK TV total as of (hr: min) Total Male Female 2 yrs 3 yrs 4 yrs 5-6 yrs :07 2:04 2:09 2:08 2:12 2:10 1: :53 1:48 1:56 1:57 1:47 1:46 1: :49 1:51 1:48 1:39 1:52 1:54 1: :54 0:51 0:55 0:58 0:58 0:59 0: :51 0:49 0:54 1:00 0:54 0:49 0: :49 0:47 0:50 0:52 0:51 0:49 0: :14 1:13 1:15 1:10 1:14 1:10 1: :02 0:59 1:04 0:58 0:54 0:57 1: :00 1:04 0:58 0:47 1:00 1:05 1:07 Looking at total TV viewing times by day of the week, average weekday viewing time is 1 hr 51 min, Saturday is slightly shorter at 1 hr 39 min, and Sunday is 1 hr 54 min (Table 3). By age group, total TV viewing times of children aged 2 years are longer on weekdays, but the viewing times of children aged 4-6 years are slightly longer on Sunday. 2

3 Table 3. Average day-of-week TV total viewing time by gender and age (hr:min) Total Male Female 2 yrs 3 yrs 4 yrs 5-6 yrs Weekdays 1:51 (1:54) (2:07) 1:51 1:51 1:46 1:54 1:52 1:48 Saturday 1:39 (1:46) (1:55) 1:40 1:38 1:24 1:37 1:49 1:41 Sunday 1:54 (1:54) (2:23) 2:01 1:48 1:23 1:53 2:07 2:05 Figure 2 charts NHK and commercial TV viewing times by day of the week. Although NHK and commercial TV both indicate a comparable figure of a little less than 1 hour on weekdays, NHK decreases and commercial TV increases on Saturday and Sunday. On Sunday, commercial TV viewing time is 1 hr 37 min, whereas NHK viewing time is only 18 min, which is a substantial difference. Figure 2. Average day-of-week NHK and commercial TV average viewing time NHK TV Total Commercial TV Total TV Total (hr:min) Weekdays 0:57 0:54 1:51 Saturday 0:39 1:00 1:39 Sunday 0:18 1:37 1:54 (2) The most watched channel is ETV Looking next at the weekly reach, which is the proportion of children watching at least some (more than 15 min) of a TV channel during the week of the survey, ETV was the most watched channel (74.3%), followed by Fuji, Asahi and NTV (Table 4). Looking at the weekly reach by age group, the NHK total was over 80% among all ages. ETV was the highest among children of all ages, viewing of commercial channels increased among children over 4 years, while the difference between ETV and commercial channel viewing declined. Table 4. Weekly reach by channel and age bracket (full-week) Total 2 yrs 3 yrs 4 yrs 5-6 yrs TV Total NHK Total GTV ETV NTV Asahi TBS Tokyo Fuji Table 5 indicates the weekly reach since NTV reach decreased compared with the previous year. Compared with 2011, only GTV reach increased, but the reach of all other channels decreased. Furthermore, looking back at the weekly reach levels for all broadcasters, the reach of TBS and Tokyo has declined sharply from the year 2000 onward. 3

4 Table 5. Weekly reach by channel (full-week) GTV ETV NTV Asahi TBS Tokyo Fuji The data on average viewership for individual NHK and commercial TV channels shows that ETV is the most watched channel, at the average on full day (3.6%), especially in the morning (6.1%) and in the afternoon (3.4%) (Table 6). On the other hand, Fuji (2.7%) and NTV (2.1%) are high in the evening. Table 6. Average audience ratings by channel (weekly average) GTV ETV NTV Asahi TBS Tokyo Fuji Morning Afternoon Evening Full day NOTE: Morning: 5:00 a.m. to noon; afternoon: noon to 6:00 p.m.; evening: 6:00 p.m. to midnight; full day: 5:00 a.m. to midnight. (3) Decreasing ratings of popular programs Among both NHK and commercial TV, popular programs among children are led by Sazae-san (34.0%) on Fuji, followed by With Mother (29.1%) on ETV and Doraemon (28.9%) on Asahi, amongst others (Table 7). The top 10 programs were mostly the same as the previous year. Table 7. Popular programs on NHK and commercial TV (minimum 10-minute broadcast time) Day Time slot Channel Title Rating Sun. 6:30 p.m. Fuji Sazae-san 34.0 Mon. 8:01 a.m. ETV # With Mother 29.1 Fri. 7:00 p.m. Asahi Doraemon 28.9 Fri. 7:30 p.m. Asahi Shin-chan 27.5 Sun. 6:00 p.m. Fuji Chibi Maruko-chan 26.9 Sat. 8:35 a.m. ETV Curious George 25.7 Sat. 8:25 a.m. ETV Musica Piccolyno 25.2 Fri. 7:45 a.m. ETV # Kid s Discovery 24.4 Sat. 8:00 a.m. ETV With Mother Saturday 23.4 Sun. 8:30 a.m. Asahi Dokidoki! Precure 23.2 NOTE: # in this table and the following indicates a broadcast with the highest rating in a series during the given week. (4) Most-watched ETV at age two Next, looking at program rankings by age, ETV programs broadcast in the morning 4

5 on weekdays and Saturday and also in the evening on weekdays were most watched by children aged 2 years (Table 8). Commercial broadcasters programs also came to be watched by children aged 3 years, and these represented the higher ranked programs among children aged over 4 years. Programs with high viewership among all age brackets were Sazae-san on Fuji, With Mother, Kid s Discovery, Curious George, and Musica Piccolyno on ETV. Musica Piccolyno is a new program that began broadcasting this year. Doraemon, Shin-chan on Asahi, and Chibi Maruko-chan on Fuji also ranked higher among children aged over 4 years. Table 8. Popular programs on NHK and commercial TV by age (minimum 10-minute broadcast time) 2 yrs 3 yrs Day Time slot Channel Title Rating Day Time slot Channel Title Rating Mon. 8:01 a.m. ETV # With Mother 34 Sun. 6:30 p.m. Fuji Sazae-san 34 Wed. 7:45 a.m. ETV # Kid s Discovery 28 Mon. 8:01 a.m. ETV # With Mother 32 Mon. 8:25 a.m. ETV # Peek-a-boo 27 Sat. 8:00 a.m. ETV With Mother Saturday 29 Mon. 5:00 p.m. ETV # Kid s Discovery 26 Sat. 8:35 a.m. ETV Curious George 29 Sat. 8:25 a.m. ETV Musica Piccolyno 26 Sat. 8:25 a.m. ETV Musica Piccolyno 29 Mon. 5:30 p.m. ETV # Hanakappa 25 Sun. 6:00 p.m. Fuji Chibi Maruko-chan 27 Sat. 8:00 a.m. ETV With Mother Saturday 25 Fri. 7:45 a.m. ETV # Kid s Discovery 27 Sat. 8:35 a.m. ETV Curious George 25 Sun. 8:30 a.m. Asahi Dokidoki! Precure 24 Mon. 5:40 p.m. ETV # Let`s go! CookR'n 25 Mon. 8:25 a.m. ETV # Peek-a-boo 23 Sun. 6:30 p.m. Fuji Sazae-san 25 Fri. 7:00 p.m. Asahi Doraemon 22 4 yrs 5-6 yrs Day Time slot Channel Title Rating Day Time slot Channel Title Rating Fri. 7:00 p.m. Asahi Doraemon 39 Sun. 6:30 p.m. Fuji Sazae-san 40 Fri. 7:30 p.m. Asahi Shin-chan 38 Fri. 7:30 p.m. Asahi Shin-chan 34 Sun. 6:30 p.m. Fuji Sazae-san 36 Fri. 7:00 p.m. Asahi Doraemon 33 Sun. 6:00 p.m. Fuji Chibi Maruko-chan 30 Sun. 6:00 p.m. Fuji Chibi Maruko-chan 28 Tue. 8:01 a.m. ETV # With Mother 29 Mon. 8:01 a.m. ETV # With Mother 28 Sat. 8:35 a.m. ETV Curious George 28 Sun. 8:30 a.m. Asahi Dokidoki! Precure 28 Sat. 8:25 a.m. ETV Musica Piccolyno 26 Mon. 7:45 a.m. ETV # Kid s Discovery 22 Fri. 7:45 a.m. ETV # Kid s Discovery 25 Sat. 8:35 a.m. ETV Curious George 22 Sun. 8:30 a.m. Asahi Dokidoki! Precure 24 Mon. 7:15 a.m. ETV # Hanakappa 21 Tue. 8:25 a.m. ETV # Peek-a-boo 24 Sat. 8:25 a.m. ETV Musica Piccolyno Change in TV Viewing Rates in the Morning and Evening (1) Increased viewing rates between 6 and 7 a.m., decreased rates from evening to night Figure 3 charts children s television viewing rates over the course of weekdays in 30- minute intervals. The times that children tend to watch television are unchanged from previous years, being from 6:30 to 9:00 a.m. and 4:00 to 8:30 p.m. These morning and evening time slots feature broadcasts of cartoons and other programs primarily intended for children. Compared with 2011, viewing rates between 6:00 and 7:00 a.m. increased. Looking at each channel, ETV programs in the latter half hour of this time slot are watched frequently, and these have been broadcast targeting little children since 2011, and furthermore GTV and commercial TV total rates have also increased slightly since On the other hand, viewing rates for 6:30 to 8:00 p.m. and 8:30 to 9:00 p.m. decreased compared with

6 Figure 3. Total TV average viewing rates per 30-minute intervals (weekday average) a.m p.m hr

7 3. Recorded TV Programs and DVDs (1) Increasing use of recorded TV programs and DVDs The survey covered the viewing of recorded TV programs, commercial DVDs and videos in addition to television viewing. The proportion of children who watched at least some amount of recorded programs and/or DVDs during the week of the survey was 83.5%, roughly the same as the previous year (81.6%). Looking at long-term trends, the reach of recorded program and/or DVD playback has been over 80% since 2011, and has shown its highest rate this year (Figure 4). The reach of recorded programs and/or DVDs has increased over a few years, while the total reach of TV has tended to decrease. Figure 4. Weekly reach of TV total viewing and recorded program and/or DVD playback (full-week) TV total viewing Recorded TV programs/dvds playback Average daily recorded program and/or DVD playback time per day (including children without equipment) was 52 minutes (Table 9). Broken down by age bracket, playback time is longer at younger ages, and is 1 hr 5 min for children aged 2 years, exceeding 1 hr for the first time. Table 9. Recorded program and/or DVD playback time per day (weekly average) Total Male Female 2 yrs 3 yrs 4 yrs 5-6 yrs Nursery school (hr:min) Kindergarten Not in school :40 0:41 0:40 0:49 0:41 0:34 0:39 0:34 0:41 0: :46 0:49 0:42 0:58 0:48 0:44 0:36 0:40 0:46 1: :52 0:55 0:49 1:05 0:50 0:46 0:50 0:51 0:46 1:14 By day of the week, recorded program and/or DVD playback time on Saturday and Sunday is longer, at 1 hr 5 min, than that of weekdays at 47 min. Figure 5 shows recorded program and/or DVD playback time and TV viewing time by day of the week. Looking at the share of total time, recorded program and/or DVD playback time on weekdays is 30%, and that on Saturday and Sunday is 40%. 7

8 Figure 5. Recorded program and/or DVD playback time and TV viewing time by day of week Video recording playback time Television viewing time Total (hr:min) Weekdays 0:47 1:51 2:38 Saturday 1:05 1:39 2:44 Sunday 1:05 1:54 2:59 Looking at average pattern of use for recorded program and/or DVD playback time per 30-minute intervals (Figure 6), the time of day with high utilization on weekdays is 4:00 to 9:00 p.m. On Saturday and Sunday, utilization is high and shows a curve with two peaks in the morning and afternoon, also reaching about 5% around noontime. There has been an increase between 4:00 to 5:00 p.m. on weekdays, and also in the morning and afternoon on Sunday. 8

9 Figure 6. Average utilization of video recordings per 30-minute intervals Weekdays Saturday Sunday a.m a.m a.m p.m p.m p.m hr hr hr % % % Figure 7 shows the long-term trends in TV viewing time and recorded program and/or DVD playback time. TV viewing time decreased from 2002, and it was around 2 hrs for 2008 to Recorded program and/or DVD playback time was less than 40 min for 2002 to TV viewing time decreased last year, while on the other hand recorded program and/or DVD playback time slightly increased. This may have been caused by the spread of digital recorders/players, and an increase in the ease of use for young children to operate such equipment

10 Figure 7. Annual trends in video recording playback time and TV viewing time (per day, weekly average) hr:mm 3:00 2:00 2:34 2:29 2:15 2:19 2:00 TV Total viewing time 2:07 2:07 2:05 2:07 1:53 1:49 Video recording playback time 1:00 0:40 0:36 0:35 0:33 0:36 0:35 0:39 0:40 0:40 0:46 0:52 0:00 (2) Equipment often used to play back recorded programs and/or DVDs The survey looked at equipment that young children often use to play back recorded TV programs, commercial DVDs and online videos, as a related question with multiple answers allowed (Figure 8). DVD/Blu-ray Disc player is the most used as 66.5%, followed by HDD on digital recorder (47.8%) and TV with HDD (25.7%). Furthermore, mobile phone/smart phone is 17.3%, laptop/desktop PC is 13.7% and tablet is 7.6%. Figure 8. Equipment often used to watch recorded programs and/or DVDs (MA) (3) Viewing of recorded TV programs, DVDs and online videos The survey also looked at the quantity of recorded TV programs, commercial videos/dvds and online videos that was watched on regular days excluding weekends (Figure 9). It was found that 65.3% watched recorded programs (including less 30 min to 2 hr a day), greater than the 43.8% who watched commercial videos/dvds. It was also found that 24.7% watched online videos, or approximately one in four children, which is a smaller proportion than those watching recorded TV programs or DVDs. Looking at playback time, 15% watched less than 30 min for each content media. In terms of the amount of playback time, most who watched recorded programs responded 30 minutes or more. On the other hand, most who watched online videos responded less than 30 minutes. 10

11 Figure 9. Playback time of recorded TV programs, commercial videos or DVDs and Online videos Recorded TV programs Less than 2 hrs or Hardly ever 30 min 30 min to 1 hr 1 to 2 hrs more watch N/A* 18.0 % Commercial video or DVD Video on web *Includes have at home but not used for child or have no recording/playback equipment It was analyzed whether the equipment used according to each of the three media resulted in any differences (Figure 10). Young children who watched recorded TV programs had a higher response rate for use of HDD on digital recorder and TV with recording function compared with the average. Those watching commercial DVDs more often used a DVD/Blu-ray Disc player and laptop/desktop PC or tablet compared with the average. Moreover, those who watched online videos more often used a DVD/Blu-ray Disc player, laptop/desktop PC or tablet, or mobile phone or smartphone. It can therefore be considered that the equipment used differs depending on the media being played back. Figure 10. Equipment often used to watch video (Recorded TV programs, commercial DVDs, Online videos) DVD Blu-ray Disc player <66.5%> HDD on digital recorder <47.8%> TV with recording function <25.7%> Recorded TV program (N=363) Laptop/desktop PC or tablet* <19.4%> Commercial DVD (N=243) Mobile phone/smart phone <17.3%> Video in web (N=137) NOTE: < >: percent of total; indicates high compared to all; _ indicates low compared to all. *User of laptop/desktop PC or tablet. (Multiple answers allowed for equipment often used.) 1 See Ayako Shigyo, Kumiko Nishi, Masashi Funakoshi and Emi Morofuji, The Present State of TV Viewing and Radio Listening From the National Individual Audience Rating Survey of June 2013, The NHK Monthly Report on Broadcast Research, September Until the previous year, video recording playback was reported by the survey option playback using video, HDD, and DVD. This option was changed to playback of recorded programs or DVDs, and is reported this year as recorded programs and/or DVDs. 11