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Multi-Screen TV Brands vs. AdTech:
A Comparison Of “Time Spent” By Demo November 2016
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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
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P13-17
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62 Hours of Avg. Consumer Usage Split: 82% Ad-Supported TV & 18% 4 Portals + Facebook
Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (November 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 11:02 51:25 62:28 P13-17 Average minutes per visitor Source: Nielsen Npower Live+7 November 2016, P13-17, VAB analysis of comScore duplicated November 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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In Any Given Minute, There Are Over 5x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 1,320.3 Source: Nielsen Npower Live+7 November 2016, P13-17, VAB analysis of comScore duplicated November 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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P18+
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183 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 (November 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 38:49 144:43 183:33 P18+ Average minutes per visitor Source: Nielsen Npower Live+7 November 2016, P18+, VAB analysis of comScore duplicated November 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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In Any Given Minute, There Are Nearly 4x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 44,481.7 Source: Nielsen Npower Live+7 November 2016, P18+, VAB analysis of comScore duplicated November 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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P18-34
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125 Hours of Avg. Consumer Usage Split: 65% Ad-Supported TV & 35% 4 Portals + Facebook
Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (November 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 43:25 81:35 125:00 P18-34 Average minutes per visitor Source: Nielsen Npower Live+7 November 2016, P18-34, VAB analysis of comScore duplicated November 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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In Any Given Minute, There Are Nearly 58% More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Source: Nielsen Npower Live+7 November 2016, P18-34, VAB analysis of comScore duplicated November 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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P18-49
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146 Hours of Avg. Consumer Usage Split: 70% Ad-Supported TV & 30% 4 Portals + Facebook
Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (November 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 43:11 102:41 145:52 P18-49 Average minutes per visitor Source: Nielsen Npower Live+7 November 2016, P18-49, VAB analysis of comScore duplicated November 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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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 November 2016, P18-49, VAB analysis of comScore duplicated November 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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P25-54
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164 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 (November 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 42:26 122:04 164:30 P25-54 Average minutes per visitor Source: Nielsen Npower Live+7 November 2016, P25-54, VAB analysis of comScore duplicated November 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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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 November 2016, P25-54, VAB analysis of comScore duplicated November 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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