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In a Multi-Screen World, Traditional Television Dominates

In a Multi-Screen World, Traditional Television Dominates. A new study released by the Council for Research Excellence examined consumers’ exposure to video content across a variety of screens – from televisions to computers, mobile devices, and more. .

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In a Multi-Screen World, Traditional Television Dominates

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  1. In a Multi-Screen World,Traditional Television Dominates

  2. A new study released by the Council for Research Excellence examined consumers’ exposure to video content across a variety of screens – from televisions to computers, mobile devices, and more.

  3. “This landmark research study makes a significant contribution to our understanding of how consumers go about accessing content across all platforms within the context of their daily lives…Nothing of this magnitude has ever been attempted before and we expect that our entire industry will benefit from this game-changing work for years to come.” Shari Anne Brill, SVP/Director of Programming, Carat and Chairperson of the CRE Media Consumption and Engagement Committee

  4. The “Video Consumer Mapping” Study indicates that traditional television still dominates all screens, and accounts for 99% of all video consumed.

  5. Top-line results from the study have been released, and more will be revealed over the next several weeks. The following slides summarize the key findings that are currently available from the Video Consumer Mapping Study.

  6. Key Findings Confirm that Television Remains the Dominant Screen • Total daily screen time totals just over 9.5 hours for adults 45-54, and 8.5 hours for all other age groups. • In-home television still commands the vast majority of screen time, at just under six hours per day for the average adult. • While much has been said in the press about consumers discovering “free TV” via the internet, computer video averages only two minutes per day for adults 18+, and only 5.5 minutes per day for adults 18-34. • Additionally, video on mobile averages less than 10 seconds per day, and does not register with some demographic cells at all. Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  7. Additional Findings • TV users are exposed to, on average, 72 minutes of TV ads and promos per day, thus dispelling the common belief that consumers tend to channel hop or engage in other methods of commercial avoidance. • Early DVR owners tend to spend more time with DVR playback than new DVR owners, indicating that late adopters of DVRs, who may have acquired their DVR as part of a cable or satellite package, might beless likely to time-shift. • While television remains the No. 1 medium, computer use has replaced radio as the No. 2 media activity. Radio is now No. 3 and and print media (including newspapers and magazines) is now in fourth place. Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  8. Clearly, the Video Consumer Mapping Study is ground-breaking research. The following slides provide background information on the genesis of this work.

  9. What Exactly is the Video Consumer Mapping Study? • The study was conducted by Ball State University’s Center for Media Design and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. • The goals: • to dimension current media consumption with a focus on television and video, and • to consider how media consumption is changing over time. • The study developers determined that an observational study was the best way to “map” the full scope of video media usage from a single source. Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  10. What Exactly is the Video Consumer Mapping Study? • The Video Consumer Mapping study was undertaken in 2008, and was an ethnographic research study. • 375 participants were directly observed throughout their day, as they went about all of their regular activities. • Each person was observed twice – in the Spring and again in the Fall. • All of their activities and media use were documented, in 10-second increments by observers who “shadowed” each participant. • The result: the largest and most extensive observational study of media usage to date. Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  11. The Study Examined Consumer Use of, and Interaction with, over 15 Media … • Television • Viewing, navigation, surfing • Video Playback • VCR, DVD, DVR, other • Radio • Web • Search, social networking, gaming, media browsing, other • Email • Instant Messaging • Software • Office work, games, photography/video, other programs • Computer Media • CD, DVD, digital music or video, other • Landline Phone • Mobile Phone • Talk, texting, camera, video, audio, games, web • Portable Video • Including portable DVD, iPod, PSP, PDA, and other • Music • iPod or other MP3, home or office stereo, exposure in retail setting, other • Print • Newspaper, magazine, book, other • Games • Console (online or offline), portable game system, other • Digital Transfer • Download/upload audio or video • Cinema • Other Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  12. … In a Variety of Settings … • In their own home • Living room, family room, TV room • Kitchen • Bedroom • Other • In another home • Living room, family room, TV room • Kitchen • Bedroom • Other • Car • Public Transportation • Work • School • Other • Outdoors, retail establishment, other Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  13. …and Included Information on Any Other Activities Consumers Engaged In While Using Media • Media Only • Work • Meal preparation • Meal consumption • Traveling or commuting • Personal needs • Household activity or chores • Care of another • Personal/household services (such as haircut, dentist, lawn services) • Shopping • Education • Religious/church organizations • Organizations (civic government, community) • Social activities/socializing • Exercise/sports/hobbies • Other Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  14. The Study Findings Released Thus Far Focus on Consumer Video Use Across 4 Main “Screens” • Television • Live TV • Playback via DVR/TiVo device • DVD/VCR • Console Games • Computer • Web • Email • IM • Software • Video • Mobile • Mobile Talk • Mobile Text or Multimedia Messaging • Mobile Web • Other (video, camera, games, more) • Other • Environmental (in-store, restaurant/bar) • In-Cinema Movie • GPS Navigation Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09.

  15. A Closer Look at Time Spent with the “Traditional” Television Screen • Overall, adults spend over five hours each day with television. • Younger boomers, those 45-54, spend 5.5 hours with TV each day while persons 18-24 spend 3.5 hours each day. • Live television accounts for nearly 90% of television viewing for all adults, and over 73% of viewing among the youngest adults. • DVD and VCR use tops DVR playback across all age groups. Average Daily Minutes of Media Consumption Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09. Includes concurrent media exposure.

  16. A Closer Look at Time Spent with Computers • At 2 hours and 22 minutes per day, on average, computer use is a distant second to traditional television. • Usage varies widely by demo group, with adults 35-44 surpassing adults 18-24 in total time spent with computers. • Video viewing on computers averages only 2.4 minutes per day, and only 5.5 minutes for adults 18-34. Average Daily Minutes of Media Consumption Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09. Includes concurrent media exposure.

  17. A Closer Look at Time Spent with Mobile Devices • On average, adults spend 20 minutes per day with mobile devices; that figure more than doubles for adults 18-24. • The vast majority of time spent on mobile devices – across all age cohorts - is devoted to talk • Mobile video, even among the young, commands less than a fraction of one minute of daily time. Average Daily Minutes of Media Consumption Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09. Includes concurrent media exposure.

  18. A Closer Look at Time Spent with Video Consumed in Other Environments • While video consumed outside of the home is the smallest segment overall, garnering 8.2 minutes per day for adults 18+. • Worth noting, though, is the fact “environmental video,” which includes video consumed in retail environments, bars and restaurants, is higher than video consumed on computers and mobile devices. Average Daily Minutes of Media Consumption Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09. Includes concurrent media exposure.

  19. Average Daily Minutes of Media Consumption: 4-Screen Summary Source: Ball State University CMD and Sequent Partners, on behalf of the Nielsen-funded Council for Research Excellence. Released 3/26/09. Includes concurrent media exposure.

  20. TVB will continue to post additional findings from this groundbreaking study as information becomes available.

  21. Thank You

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