media habits

Time Spent on Social Media Is Growing via Broadcasting & Cable (source: Nielsen)

According to Nielsen’s Social Media 3Q 2016 report, 87% of adults have smartphones. Smartphones are even more ubiquitous among millennials—at 97% penetration. Smartphone penetration has also grown among the 50+ age group, up to 77%.

Millennials spent the most time on social media—6 hours and 19 minutes weekly or 24% of their total time spent on media (up 21%).

For adults 50+, media time spent on social media has jumped 64%. They now spend 20% of their media time using social media.

There were 14.2 million social media interactions about TV across Facebook and Twitter on an average day this fall in the U.S.

On Twitter 81% of the engagement with TV-related tweets come organically from audience tweets. The remaining 19% come from owned content.

Access full article from Broadcasting & Cable

Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World


The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”

The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.

Four key findings:

  • Children focus on TV screen despite second screen 75% of the time
  • The 2nd screen generates higher engagement with ads, but lower attention
  • Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
  • Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.

There are four business applications as well in the complete deck.

Access full presentation

Media Forum

How Advertising Works: Building Brands between the Ears

Free for ARF Members

Join us on December 1st for the ARF’s Media Forum for an informative salon forum on the importance of sound.

  • Neuro-Insight will present “The Radio Revolution: The Neuroscience behind the Power of Radio Advertising”
  • Turner Broadcasting presents “Breakthrough: The Role of Audio in TV Commercials”
  • Nielsen will discuss brand-new comparable metrics report for radio, TV, digital and mobile examining how many people use media for how long and how often

ARF Host:

Gayle Fuguitt – CEO and President, The ARF

Tony Hereau – VP, Audience Insights, Nielsen
Mark Loughney – VP, Research, Turner Broadcasting
Radha Subramanyan – President, Insights, Research & Data Analytics, iHeartMedia
Pranav Yadav – Chief Executive Officer, Neuro-Insight US



8:30–9:00am: Breakfast & Networking
9:00–11:00am: Program
11:00–11:30am: Networking




Connected TVs Marry New and Old Viewing Habits

More than 50% of the U.S. population is expected to watch streaming content on connected TVs by 2016, and that percentage is expected to increase to 60% by 2019.  In the new eMarketer report, “US Connected TV Usage: Digital Content Gives the ‘First Screen’ New Life,” connected TVs are defined as TV sets connected to the internet through built-in internet capability or through another device, such as Blu-ray players, game consoles or set-top boxes.

In addition, it is important to note that connected TV is a household phenomenon more than a personal one, so that household penetration is an important metric.

According to this eMarketer article, viewing habits for connected TV more closely resemble linear TV than other digital platforms.  eMarketer refers to studies by both Nielsen and Tremor Video that found that the share of average US audience on connected TV devices peaks during primetime.

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Video Viewing Time Now Equals TV Viewing Time According to Millward Brown Study

This Media Life Magazine article presents highlights from a new study from Millward Brown, “AdReaction: Video Creative in a Digital World.” According to this study viewers worldwide watch 102 minutes of TV per day, as well as spending 102 minutes per day viewing videos on digital devices.  Their digital video time is allocated between 45 minutes on smartphones, 20 minutes on tablets, and 37 minutes on PCs or laptops.  These averages vary by generation and geography.

The study also found that only 19% of viewers report that advertising on digital videos is favorable, versus 29% for TV.  Skippable ads are generally viewed more favorably.  Specifically, skippable pre-roll ads have 34% favorability on PCs and 31% favorability on mobile devices.  Non-skippable pre-roll ads have 15% favorability.

The study further reveals that consumers would rather be targeted for an ad that is selling an item or service that they are interested in and have searched for online, but they are not receptive to feeling “stalked.”

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22% of Cable Customers Also Subscribe to OTT Services

According to a new study by Millward Brown Digital, 22% of cable subscribers also subscribe to an over-the-top service.  Although some cable subscribers do cut the cord when they become OTT subscribers, other cable customers want both types of content, and therefore, maintain both subscriptions.

Jon Lafayette, writing for Broadcasting & Cable, presents additional findings from this Millward Brown Digital report:

-Netflix is the largest OTT provider.

-HBO, which introduced HBO Now earlier this year, is currently experiencing the fastest growth.

-Amazon Instant Video is also growing faster than Netflix.

-Hulu has been growing more slowly over the last few quarters, but has recently introduced an ad-free tier.

-Millennials represent the majority of HBO and Netflix subscribers.

-35% of cable login subscribers are millennials.

-25% of cable subscribers are baby boomers.

According to Millward Brown Digital, content plays an important role in the consumer subscription decision.  According to this study, “It’s important to note these insights do not declare the death of cable TV.  Rather, they highlight the importance of content to a cable provider’s overall strategy and the importance of targeting that content to different generations.”

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The Number of TV Households Remains the Same According to Nielsen


According to an article in Media Life Magazine, Nielsen reports that the number of TV households will remain the same this season as it was last season. In order to be included in the measurement, households must have “at least one operable TV/monitor with the ability to deliver video via traditional means of antennae, cable set-top-box or satellite receiver and/or with a broadband connection.”  This number stands at 116.4 million households.  

There was a 0.3% increase in the total number of people in those households rising to 296.8 million. Hispanic, Black and Asian households increased.  Nielsen attributes this shift to population growth.

Nielsen also reported that the percentage of homes that receive traditional TV signals from broadcast, cable, satellite or telco companies, or have a broadband internet connection decreased from 96.1% to 95.2%.

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Increased Consumption of Longer-Form Videos on Mobile Devices

Jack Loechner, writing in the Research Brief From the Center for Media Research, discusses a new survey by the IAB, “Mobile Video Usage: A Global Perspective.

Findings include:

-30% of total respondents watch videos that are 5+ minutes on their phones daily or more frequently.

-Longer programming, such as movies and full-length tv show episodes are also viewed on mobile devices.

-Apps are the preferred method of viewing mobile video.

-Mobile video users are interested in tailored mobile video ads.

-78% of survey respondents would rather have free mobile video supported by ads rather than subscription or pay-on-demand models.


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For more on this topic, check out the Media Tab in Morning Coffee.




Millennials Look to Facebook for Political News

Mark Joyella, writing for Adweek, analyzes the new report, Millennials and Political News, which was conducted by the Pew Research Center.

This online survey of almost 3,000 respondents reveals that Millennials favor social media for news about politics and government.  Sixty percentage of Millennials prefer Facebook for political news, in contrast to the sixty percentage of Boomers who trust local TV for the same news.

This preference by Millennials will have a strong impact on the billions of dollars spent in Federal, state, and local races by political candidates and by political action committees.  Local TV revenues will likely be negatively impacted as spending on social media increases during current and future political races.


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For more on this topic, check out the Media Tab in Morning Coffee.




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