Many reports on media usage focus on “average” behavior. We are providing this quintile analysis from Nielsen (2014) as it might help us better understand a critical segment of consumer TV behavior, in this case, the Top Quintile.
Years ago my mom asked me to describe what I do for a living. I mentioned ratings and gave her a simple example, “that (at the time) the average American watches about 25 hours a week of TV.” She was shocked! Her retort, “that’s impossible, 25 hours a week … that’s all!?”
She was a member of the Heavy Viewing quintile, which in 2014, on average devoted over eleven hours a day watching television. This segment, 20% of the population, accounted for almost 50% of all TV consumption. Their behavior and perspective has an array of implications (e.g. they see a great many commercials daily), a subject for another consumer insights article.