Nielsen's Jan. TV Data Key Metrics -- Pivotal Research

New Nielsen data through the end of January 2016 including seven days of timeshiftingrelated playback shows that during the calendar month of January time spent with TV by adults 1849 was up by 20 yearoveryear On a household basis viewing was up by 12 yearoveryear Prime time viewing was close to flat at 02 for adults 1849 and for households Declines by source of viewing abated or in some cases reversed fairly broadly as indicated by Nielsen39s latest dataKey sources of viewing not attributable to specific TV networks through internetconnected devicebased viewing via Rokus Apple TVs and Google Chromecasts among other devices and video game consoles which includes games as well as TVrelated content consumption over devices such as Xboxes and PlayStations were up strongly once again Viewing through internetconnected devices were up 956 for adults 1849 on a total day basis and 969 for households These forms of TV consumption now account for 61 of total TV consumption on a total day basis for adults 1849 Video game consoles amp8211 which include OTT video consumption via these devices amp8211 rose by 78 yearoveryear to account for 89 of consumption on a total day basis as wellHowever the more notable trend in January was the relative strength of the medium39s primary groupings Ad Supported Cable and English Broadcast Ad Supported Cable amp8211 now 424 of total TV consumption for adults 1849 amp8211 was down by quotonlyquot 30 an amount not far from the declines in household penetration associated with the reach of cable TV networks overall Meanwhile English Broadcast amp8211 now 201 of total consumption amp8211 was up by 56 yearoveryear which represents a significant gain for traditional networks and reflects the audience reconcentration that we believe is occurring for broadcast networks in particularImportantly the transition to the NPX panel amp8211 an effective expansion of Nielsen39s household panel that allows it to reduce the number of viewing incidents with zerocell ratings where the panel39s sample was too small to estimate the number of viewers amp8211 began in the past month Although data illustrating the impact of this transition for the entirety of January is not yet available over the first 17 days of the month we can see that the use of the new panel added 17 to total day householdlevel viewing amp8211 and boosts ranging from approximately 1 to 3 to reported growth for many of the key metrics we referenced above Consequently it is difficult to say at this time whether viewing of TV deviated meaningfully from trends observed during most of 2015 where declines for total TV consumption typically ranged from stable to 3 yearoveryearCritically we argue that while these viewing trends have longterm implications for how content is produced distributed and measured over near to medium time horizons they should have limited effects on the amount of money spent on advertising on the medium As we wrote last week national TV performed well ahead of our expectations during 4Q15 by growing in the 67 range yearoveryear Although 1Q16 should be strong again it would be surprising if growth came close to what we saw in the most recently completed period regardless of the availability of inventory On the other hand we do recognize that marketers consider the health of a given medium on the margins as they think about longerterm operational choices they make and the timing with which that occurs laying infrastructure to make major budget shifts from say television to digital media involves significant effortFULL REPORT INCLUDING RISKS AND DISCLOSURES CAN BE FOUND HERE TV Update 21616pdfImage courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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Nielsen's Jan. TV Data Key Metrics -- Pivotal Research

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Brian Wieser

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Nielsen's Jan. TV Data Key Metrics -- Pivotal Research

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