Introducing ‘The TV Viewership Report:’ A New Guide for Marketers

Submitted by Andrea Zapata
July 31, 2019 / 12:57 PM

Contrary to some headlines, TV is in its prime and only enhancing its position in the media landscape. In fact, television viewing across Comcast HHs is at a two-year high. Television remains a compelling advertising platform to reach audiences at scale with its quality programming and viewer engagement. An abundance of content, distribution, access, and, now, enhanced targeting capabilities means that marketers—now more than ever—can reach the audiences that matter most to them.

Like digital, TV is now enabling a more data-informed approach to media buying. With insights from data being the key to planning in this new TV landscape, Comcast Spotlight is unveiling The TV Viewership Report, which aims to benchmark viewership data and provide insights that can effectively guide media buyers’ decision-making. Data-informed planning and buying allows marketers to reach desired audiences in a simple and effective way.

Here are some trends we’re seeing with 2019’s first-quarter insights:

 

Both live and time-shifted viewing were at a two-year high in Q1 2019

Daily average household viewing in Q1 2019 increased by 6% (or 21 minutes) vs Q1 2018, which was the highest daily time spent with television over the last two years. 

 

Chart source: Comcast viewership data. Share of daily time spent with Live vs. Time-shifted Viewing. Q1 2019

 

Cable TV accounts for more than double of the viewing share

When compared with broadcast and premium networks, cable TV accounts for two thirds’  of viewing, according to Comcast Internal Viewership Data.1

 

Chart source: Comcast viewership data. Share of daily time spent by network type. Q1 2019. Cable defined as all cable networks. Broadcast defined as all broadcast networks, including independent and Spanish language. Premium defined as HBO/Showtime, Starz, Cinemax.

 

VOD consumption has doubled in three years

You read that right: audiences are spending more time with time-shifted programming—more than ever before. As seen in the chart above, audiences are spending almost an hour per day with time-shifted content.

The increase in time spent is, in part, due to the number of titles now available and watched through video on demand (“VOD”). In just the past 3.5 years, we’ve seen an explosion of TV consumption through VOD with just 52,700 titles watched monthly in 2016 to more than 100,000 titles watched monthly in 2019. This number is only expected to rise.

 

Chart source: Source: Comcast Viewership Data. Average VOD Titles watched Monthly.  *2016 based on Oct-Dec and 2019 based on Jan-March

 

Comcast Spotlight’s data and research teams are putting insights to work to help marketers move beyond network-, daypart- and program-specific buying to find audiences whenever and wherever they are viewing.

Information on these trends and more are available in the Q1 2019 The TV Viewership Report which is available for download now. We will be releasing this report with updated stats and trends on a quarterly basis to help inform how you plan and buy your media across platforms.

We look forward to hearing your feedback on the report and how we can use these insights from data to drive your business.

Click here to download the report.

 

Andrea Zapata leads research and insights at Comcast Spotlight.

 

Sources:

1: Share of daily time spent by network type. Q1 2019. Cable defined as all cable networks. Broadcast defined as all broadcast networks, including independent and Spanish language. Premium defined as HBO/Showtime, Starz, Cinemax.


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