TV Trends: Internet-Connected Devices Up >+50%, Traditional TV Down >-10% -- Pivotal Research

Notable observations for the calendar month of April include the followingTotal use of television as we define it across all sources of content inputs was down again by 53 on a total day basis for adults 1849 during April although only down by 21 among all households Viewing of Englishlanguage broadcast networks and adsupported cable was down by 102 for adults 1849 and down by 56 for households both on a total day basis National TV commercial impressions delivered among adults 1849 fell 81 in April 2017 vs April 2016 For prime time alone the equivalent figure was 88Consumption via internetconnected devices including Roku Apple TV and Google39s Chromecast rose by 51 yearoveryear to account for 108 of total TV use among adults 1849 on a total day basis vs 68 in April 2016 and 38 in April 2015National commercial loads which qualified for C3C7 ratings which exclude unencoded or otherwise nonqualifying activity in digital environments across the industry rose to average 108 minutes per hour across all Nielsentracked programming during April 2017 up from 107 minutes per hour in April 2016 CBS and Disney were the only network groups with notable increases in loads while Viacom Time Warner Discovery and AMC all had notable load reductions during the monthViacom produced the largest share of C3qualifying commercial impressions during April with a 158 adults 1849 share among national media owners down vs the yearago period Discovery posted the most significant gains in commercial inventory with 73 share in April 2017 vs 67 in April 2016 led by the flagship network and by ID The most significant decline was at Time Warner where declines at TBS TNT and Adult Swim overwhelmed gains at CNN Declines were also notable at Disney because of weak results at the broadcast network and ESPN2Overall the industrylevel results are negative for adsupported national TV as a medium Total day and prime time viewing of traditional TV programming among adults 1849 fell by double digits for a third consecutive month while internetconnecteddevicebased viewing amp8211 most of which is not adsupported amp8211 rose by more than 50 yearoveryear yet again Viewing of premium video on PCs tablets and mobile phones are undoubtedly accounting for some of these declines and reported viewing might even grow if related data were included in standard measures of viewership However it doesn39t seem likely that this data will be included in any comprehensive industrywide total audience metric any time soon aside from individual networks such as CBS supporting Nielsen39s related initiative We continue to believe in our maxim that television is the worst form of advertising except all those others which have been tried at least for those advertisers focused on awarenessbased media goals and budgets are generally unaffected by changes in ratings in the shortterm Unfortunately sentiment towards the medium worsens as commonly reported or reliedupon measures such as adults 1849 fall especially by the significant levels observed recently Negative sentiment ultimately leads to advertisers39 efforts to explore and encourage the use of alternative media vehicles or otherwise establish marketing goals that are not necessarily awarenessdrivenAdditional commentary and data covering share data for different types of TV consumption and commercial viewing shares for different network groups are included in the remainder of this noteFULL REPORT INCLUDING RISKS AND DISCLOSURES CAN BE FOUND HERE TV Update 51517pdfThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160amp160

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TV Trends: Internet-Connected Devices Up >+50%, Traditional TV Down >-10% -- Pivotal Research

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Brian Wieser

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TV Trends: Internet-Connected Devices Up >+50%, Traditional TV Down >-10% -- Pivotal Research

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