|Name||Viewers, 000||Viewer growth
from August 2008
Nielsen Media Research found that an average American watches 142 hours of TV in a month. Last season the typical home had a television on for 8:18 each day. Americans aged 65 and up watch more than 196 hours per month.
Total IPTV subscriber connections in CEE are poised to grow more than 100% in 2008, from approximately 290,000 connections in 2007, according to IDC.
Consumers desire, and are comfortable with, wired and wireless access to content, IBM found. 76% of consumers surveyed have already watched video on their PC, up 27% from 2007. 32% indicated they have viewed video on a portable device or mobile phone, up 45% from 2007. Interest in mobile video content has more than doubled since 2007 to 55%. For both PC and mobile video, over 70% of respondents prefer advertising-supported models as opposed to consumer-paid models, representing a huge growth opportunity for the industry. Preference for ad-supported models ranged from 62% to over 80% by country, with Japan having the highest preference for ad-supported on both devices.
LRG found that 34% of households in the United States have at least one high definition television (HDTV) set – approximately double the share of households that had an HDTV set in 2006. The growth of HDTV sets was largely driven by on-going consumer purchasing of TV sets coupled with a dwindling supply of lower-end non-HDTV sets being sold. Overall, 22% of all households purchased a new TV set in the past 12 months, with 43% of this group spending over $1,000 on a new TV. Combined, 38% of HD owners say that replacing an old/broken set or wanting to buy a new TV set was the most important reason for getting their HDTV – compared to 22% citing picture quality, and 7% the quality of HD programming or the number of HD channels.
44% with annual household incomes over $50,000 have an HDTV compared to 20% with annual household incomes under $50,000. 33% of HDTV owners have more than one HDTV set, and 25% are likely to get another HDTV set in the 2009. 9% of HD owners say that they switched multi-channel video providers when they purchased their HDTV. 42% of HDTV owners say that they were told how to receive HD programming when they purchased their set. LRG estimates that about 58% of all HD households are now watching HD programming from a multi-channel video provider – up from 53% 2007. However, about 18% of individuals with an HDTV continue think that they are watching HD programming, but are not.
Consumer Reports found that about 17% of Americans living in television households have at least one television set that will be affected by the digital transition, and 13% rely exclusively on over-the-air signals (OTA). Unless they take some action before February, nearly 19 mln Americans will be in households without television programming. While 93% of Americans indicated they are aware of the digital transition, consumers are still unclear about how the transition will affect them. 32% of consumers in households with at least one TV affected remain unaware they need to take action, and more than one quarter (28%) of those who will not have any functioning TV sets in their home next February do not know that they are affected by the transition.
About four in 10 consumers (41%) believe that ALL televisions will need a converter box to function properly. 29% believe that all households will need digital televisions to watch TV. 25% believe that every consumer must subscribe to cable, satellite or fiber TV to watch any television programming at all. 9% believe consumers will have to throw away all analog television sets.
|Deal or No Deal||NBC||2,122|
|Extreme Makeover Home Edition||ABC||1,776|
|Big Brother 9||CBS||1,514|
|One Tree Hill||CW||1,308|
|America’s Next Top Model||CW||1,259|
|Last Comic Standing||NBC||1,206|
|Total: Top Ten||21,427|
|Brand||Product Category||Total #
|Orange County Choppers||Apparel||3,706|
|Orange County Choppers||Motorcycles||3,223|
|Monster Energy||Isotonic Drinks||1,562|
|New Era Cap||Hats||1,432|
|New York Yankees||Baseball Team||1,381|
|Total: Top Ten||22,334|
|Rob & Big||MTV||8,604|
|Real World Road Rules Challenge||MTV||5,504|
|Making the Band 4||MTV||5,330|
|America’s Best Dance Crew||MTV||4,899|
|Jon & Kate Plus 8||TLC||4,089|
|Total: Top Ten||85,480|
|Brand||Product Category||Total #
|24-Hour Fitness||Fitness Centers/Clubs||1,765|
|AT&T||Wireless Telephone Services||701|
|Pussycat Dolls Lounge||Nightclubs||602|
|Freemotion Fitness||Exercise Equipment||409|
|Chicago Bears||Football Team||383|
|Total: Top Ten||9,485|
Kearsarge Global Advisors says that so far in 2008, $20,826,032 have been spent on 55,019 spots in 33 states, along with minimal national cable placements. Year-to-date spending increased more than 100% in the first three weeks of September. From September 1st through the 23rd, campaigns spent $10,872,849, as compared to $9,953,183 in the prior eight months combined. KGA initially forecast that a minimum of $66 mln will be spent on negative ads related to issues such as outsourcing, tax breaks, trade with China, NAFTA/CAFTA, foreign ownership, and “unfair” trade policies.
Global subscriptions to Internet-based TV are on track to reach 19.6 mln subscribers in 2008, a 64% increase, according to Gartner. Revenue from worldwide Internet protocol television is forecast to reach $4.5 bln, up 93.5% from a year earlier, with Western Europe boasting the largest number of IPTV subscribers and North America the largest market for IPTV revenue. 1.1% of households worldwide would be using IPTV in 2008, and expects that to rise to 2.8% by 2012.
Just 0.5% of Americans’ movie budget is spent downloading or streaming movies and TV shows from the Web, NPD reports. 41% of dollars budgeted for movies and video was spent on DVD movie purchases, 11% for purchases of TV programs on DVD, and 29% on DVD rentals, 18% was spent on movie tickets. When asked how they watched a full-length movie in the past three months, 67% of respondents said they viewed a DVD they owned, while 50% watched a rented DVD and 18% opted for a VOD movie. Another 8% said they viewed movies on portable media devices, while 6% downloaded a movie from a free file-sharing service and watched on a computer or TV. Just 2% paid for a digital video download from the Web; however, more than half (52%) reported visiting sites such as YouTube to watch streaming video.
|Read background info about a show’s cast member||39%|
|Viewed a show’s previews||38%|
|Read background info about the show or the show’s characters||37%|
|Viewed a behind-the-scenes video clip||27%|
|Read or viewed a show’s cast member interview||26%|
|Viewed a show’s bloopers||22%|
|Viewed a show’s deleted scenes||20%|
Online TV viewing has been gaining in popularity. 20% of American households who use the internet watch television broadcasts online, double the viewership from 2006, The Conference Board reports. The top two destinations for online broadcasts are the official TV channel homepage and YouTube.com.
Being able to watch broadcasts on their own time and at their convenience are the top reasons users tune in online. Other reasons include avoiding commercials and portability. Nearly 72% of online households log on for entertainment purposes on a daily basis, and one in ten cites entertainment as the most important internet activity. The top five types of shows viewed online are news, drama, sitcom/comedy, reality shows and sports, with user generated content following close behind. Among consumers connecting to online broadcasts, 43% tune into the news, 39% watch drama shows, 34% view sitcom/comedy shows, 23% watch reality shows, 16% view sports, and 15% view user generated content.
Q2 2008 North American flat panel TV sales jumped 26% when compared to the Q1 2008 and 28% when compared to Q1 2007, according to DisplaySearch. 9.3 mln units were shipped in Q2 2008. LCD and Plasma TV technologies both posted strong sequential quarterly gains, rising 30% and 35%, respectively. The top selling brand was Samsung with total TV shipment share surging to a record 19.1% of all TV unit shipments in North America during the quarter.
Every day in 2007, an average UK consumer spent 7 hours and 9 minutes watching TV, on the phone, using the internet or using other telecom services, Ofcom reports. But the average UK household spend on communications in 2007 was 93.63 pounds a month – a fall of 1.53 pounds on 2006. TV remains the most popular pastime, with the average person watching for 3 hours and 38 minutes a day in 2007.
The number of households worldwide with HDTV service delivered via satellite, cable TV, IPTV and over the air will grow to 255 mln by the end of 2013, up from an estimated 45 mln as of the end of 2007, according to IMS Research. Blu-ray Disc market will experience strong growth during the next five years, particularly as Blu-ray Disc drives in new PCs become more common, reaching a forecast $46 bln in revenues in 2013. IMS Research forecasts the number of DTH HD households to grow 27.5% annually to 97 mln by the end of 2012. Skewing the numbers is the fact that 62% of cable customers worldwide are in the Asia-Pacific region where there’s been a slow conversion from analog to digital service.
Of the $1.5 bln that marketers are expected to spend on advertising tied to the summer Olympic games, $100 mln will go towards online, according to Lehman Brothers.
Scarborough Sports Marketing reveals that people in Denver, CO and Spokane, WA might be looking forward to the start of the games more than any other city in the country. These two cities are the top U.S. markets for Summer Olympics Fans. Sixty-seven% of adults in each of these cities have identified themselves as “very, somewhat or a little bit” interested in the Summer Olympics. Nationally, 57% of adults are Summer Olympics Fans. In Chicago, a finalist host city for the 2016 summer games, consumers are slightly more likely to be Summer Olympics Fans, with 59% of adults there saying they are fans of this sporting event.
IMMI has found that up to 20% of episodic content viewing occurs online, depending on the genre of the content and the amount of time the show has been on the air. The most common observation are panelists who first watch a television show live then watch at least one episode later online (41%). The second largest group for this particular network were those who first watch a show delayed then online (31%) at a later date.
Comparing online viewers to live viewers we see that the two largest groups are 25 to 44 year olds making up 58.4% of online viewers. While the common belief is 13 to 24 year olds are the ones consuming online episodic content, we find the exact opposite is the case with only 19.1% of 13-24 year olds viewing primetime shows online.
Looking at gender we see there is a slight shift with females (55%) more inclined to watch primetime episodes online than males (45%). After investigating live primetime viewing we see an equal distribution of males to females.
Primetime network shows are primarily consumed online by Caucasians (76.8%), with Hispanics being the second largest group at 10.5%. Caucasians are 21% more likely to watch episodes online. African Americans are less than half as likely to watch episodes online. There is no noticeable difference among Asians.
When analyzed viewership by income groups we see that online viewers are more affluent than live network primetime viewers. For those who earn $40,000 a year or less are 75% more likely to watch a primetime network show live than online. Those households that earn $80,000 a year or more are 56% more likely to watch a network show online.
|On Traditional TV||87:00||89:09||103:27||118:59||124:01||145:03||159:59||177:50|
|Watching Timeshifted T||4:16||3:36||3:55||9:28||8:13||6:46||5:49||2:57|
|Using the Internet||4:58||12:01||12:18||29:00||38:47||33:52||34:44||26:01|
|Watching Video on Internet||1:30||1:45||3:41||3:22||2:48||2:03||1:33||1:12|
|Mobile Video Subscribers||n/a||05:25||3:02||2:53||2:10||n/a||2:53||3:36|
|May 08||May 07||% Diff|
|Watching TV in the home||127:15||121:48||4%|
|Watching Timeshifted TV||5:50||3:44||56%|
|Using the Internet||26:26||24:16||9%|
|Watching Video on Internet||2:19||n/a||n/a|
|Watching Video on a Mobile Phone||3:15||n/a||n/a|
According to the Forrester Research, although Gen Y is a small generation of 18- to 28-year-olds, comprising only 38 mln US adults, it sets the pace for technology adoption. 90% of Gen Yers own a PC, and 82% own a mobile phone. But it is technology use that sets this generation apart: Gen Y spends more time online — for leisure or work — than watching TV; 72% of Gen Y mobile phone owners send or receive text messages; 42% of online Gen Yers watch Internet video at least monthly. In contrast, Gen X, which is comprised of 29- to 42-year-olds – 63 mln US adults — uses technology when it intersects with a personal need or fulfills a desire. For example, 32% of Gen X households own an HDTV, and 29% have a DVR. In the past three months, 69% of online Gen Xers shopped online and 65% banked online, higher percentages than any other generation. Gen X is also ramping up its Internet and mobile activities, including reading blogs (21% of online Gen Xers do it at least monthly, up from 15% in 2007) and texting (61% of Gen X mobile subscribers do it today, up from 49% in 2007).
At a rate of more than three to one, retail electronics salespersons are recommending liquid crystal display (LCD) flat screen TVs instead of sets using plasma technology to shoppers who are seeking to purchase big screen televisions (sets with screens measuring 40 inches or larger), according to the J.D.Power and Associates. High proportion of recommendations of LCD sets is primarily due to retail salespersons’ lack of knowledge regarding recent improvements in plasma technology. For example, more than one-third (38%) of salespersons told their customers that LCD sets last longer. Also, 37% of salespersons warned their customers that images may be permanently burned onto the screens of plasma TVs.
During Q2 2008, among LCD TV brands, Samsung and Sony were recommended by salespersons 35% and 28% of the time, respectively. Vizio sets were recommended approximately 7% of the time. No other LCD brand received a recommendation rate of more than 2%. Among plasma television brands, Panasonic was recommended by
salespersons 37% of the time, while Samsung and Pioneer were recommended 14% and 12% of the time, respectively.