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MUMBAI: In its latest analysis Nielsen Media Research reports
that average American television viewing continues to increase
in spite of growing competition from new media platforms and
devices, such as video iPods, cell phones and streaming video.
During the 2005- 2006 television year, which ended on 17
September, 2006, traditional in-home television viewing continued
to hold its own with audiences, and even gained among technology-savvy
teenagers.
These results come at a time when Nielsen is able to provide
more granular information on diverse television viewing through
its larger national television sample and other investments
in research and technology.
The total average time a household watched television during
the 2005-2006 television year was 8 hours and 14 minutes per
day, a three minute increase from the 2004-2005 season and
a record high. The average amount of television watched by
an individual viewer increased 3 minutes per day to 4 hours
and 35 minutes, also a record.
Meanwhile, during primetime, households tuned to an average
of 1 hour and 54 minutes of primetime television per night,
up 1 minute, and the average viewer watched 1 hour and 11
minutes, which was the same as last year.
Although teenagers typically drive the consumption and development
of new media platforms, teens aged 12-17 viewed three per cent
more traditional television during the full day than in the
2004-2005 television year. This increase was driven primarily
by teenage girls, who increased their total day viewing by six
per cent. Increases among teenage girls were particularly high
during early morning (6 am to 9 am) and late night (11:30 pm
to 2 am) viewing, which were up 12 per cent and six per cent,
respectively.
Younger children age 2-11 also watched more television during
2005-2006, increasing their total day viewing levels by four
per cent. Viewing by children increased three per cent during
primetime, five per cent during early morning and six per
cent during late night.
Nielsen Media Research senior VP planning policy and analysis
Patricia McDonough says, “These results demonstrate that
television still holds its position as the most popular entertainment
platform. At this point, consumption of emerging forms of
entertainment, including internet television and video on
personal devices seem not to be making an impact on traditional
television viewing. This is especially true among teenage
girls, who have shown significant increases in viewing during
the past year.”
During the 2005-2006 television year, which ended on September
17, 2006, Nielsen Media Research says that it achieved a number
of milestones that enabled it to provide even more precise
information about television viewing. These milestones, which
reflect Nielsen’s commitment to continuous improvement
in television measurement, include:
The 2005-2006 television year was the first one in which
Nielsen was able to provide ratings based on a 10,000 household
sample. During the season, Nielsen completed the expansion
of its National People Meter sample from 5,000 to 10,000 households.
As a result, Nielsen’s sample now includes approximately
25,000 people.
This was the first season in which measurement of digital
video recording was included in Nielsen’s estimates.
As of September 17, 2006, 8.7% of Nielsen’s sample homes
had digital video recorders.
Nielsen completed the roll-out of Local People Meters (LPMs)
in the top ten local markets during the 2005-2006 television
season. Nielsen also began to provide ratings based on its
National People Meter sample for four Spanish-language national
broadcast networks: Azteca America, TeleFutura, Telemundo,
and Univision. Prior to this agreement, these networks had
been reported solely within the Nielsen Hispanic Television
Index (NHTI) service. Now they are being reported in the national
ratings along with national general market broadcast networks.
Based on agreements concluded during the year, Nielsen will
now provide ratings for 80 national cable networks, up from
78 a year ago.
During the 2005-2006 television year, Nielsen released a vastly
improved version of NPOWER, Nielsen’s custom research
service. It allows clients to analyze ratings on a minute-by-minute
level; to determine the reach and frequency of all broadcast
network, cable network and syndicated television programs;
and to identify the ratings of all commercial minutes. With
this new version of NPOWER, the average processing speed on
most customized reports is now under a minute, and more complex
reports take no longer than 10 minutes.
Also during the 2005-2006 television season, Nielsen launched
its Anytime Anywhere Media Measurement (A2/M2) initiative,
which will provide integrated, all-electronic ratings for
television regardless of the platform on which it is viewed.
Through this initiative, Nielsen will provide electronic measurement
for video viewed on the Internet and personal media devices,
as well as television viewed outside the home.
Nielsen will also begin reporting the ratings for the average
of all commercial minutes in each nationally televised program
rated by Nielsen. This step was requested by clients who want
more detail on viewing levels of television commercials.
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