1. Multi-Screen TV Brands vs. AdTech:
A Comparison Of “Time Spent” By Demo
October 2016

2. Despite Media Hype, Consumers of All Ages Spend More Time With Multi-Screen TV Brands Than The Major Ad-Tech Platforms
Against any major demo, TV brands dominate users’ time in any given minute
To illustrate TV brands’ dominance, we’ve compared top ad-tech platforms against multi-screen TV (linear + web) on two “time-based” comparable metrics
The ad-tech platforms we analyzed include the 4 portals (AOL, Google, MSN, Yahoo), YouTube and Facebook
Monthly Time Spent
Average Audience (“Any Given Minute”)- incorporates unique reach, average time spent & total minutes viewed to show relative scale

3. P13-17

4. 63 Hours of Avg. Consumer Usage Split: 83% Ad-Supported TV & 17% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (October 2016)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) + 4 Portals + FB
11:01
52:42
63:43
P13-17
Average minutes per visitor
Source: Nielsen Npower Live+7 October 2016, P13-17, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

5. In Any Given Minute, There Are Over 5x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
1,347.6
Source: Nielsen Npower Live+7 October 2016, P13-17, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

6. P18+

7. 186 Hours of Avg. Consumer Usage Split: 80% Ad-Supported TV & 20% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (October 2016)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) + 4 Portals + FB
38:42
147:59
186:41
P18+
Average minutes per visitor
Source: Nielsen Npower Live+7 October 2016, P18+, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

8. In Any Given Minute, There Are Over 4x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
45,603.2
Source: Nielsen Npower Live+7 October 2016, P18+, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

9. P18-34

10. 126 Hours of Avg. Consumer Usage Split: 67% Ad-Supported TV & 33% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (October 2016)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) + 4 Portals + FB
42:13
83:53
126:06
P18-34
Average minutes per visitor
Source: Nielsen Npower Live+7 October 2016, P18-34, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

11. In Any Given Minute, There Are Over 1
In Any Given Minute, There Are Over 1.5x More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
Source: Nielsen Npower Live+7 October 2016, P18-34, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

12. P18-49

13. 149 Hours of Avg. Consumer Usage Split: 71% Ad-Supported TV & 29% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (October 2016)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) + 4 Portals + FB
42:51
106:16
149:07
P18-49
Average minutes per visitor
Source: Nielsen Npower Live+7 October 2016, P18-49, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

14. In Any Given Minute, There Are Over 2x More P18-49 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
Source: Nielsen Npower Live+7 October 2016, P18-49, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

15. P25-54

16. 169 Hours of Avg. Consumer Usage Split: 75% Ad-Supported TV & 25% 4 Portals + Facebook
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile)
(Hrs: Mins)
4 Portals + FB
Monthly Time Spent (October 2016)
(Average mins per viewer/visitor, Hrs: Mins)
TV Brands (TV + Internet) + 4 Portals + FB
43:01
126:41
169:42
P25-54
Average minutes per visitor
Source: Nielsen Npower Live+7 October 2016, P25-54, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

17. In Any Given Minute, There Are Almost 3x More P25-54 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook
6,923.7
19,792.7
Source: Nielsen Npower Live+7 October 2016, P25-54, VAB analysis of comScore duplicated October 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

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