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Sports leads the way in TV co-viewing, but trends vary by audience
MUMBAI: The Super Bowl isn’t just a football game; it’s a national viewing party. Year after year, the event attracts record-breaking TV audiences, and in 2024, Super Bowl LVIII took the crown as the largest single-network telecast in history. But sports co-viewing isn’t just about the ‘Big Game’. According to a new Nielsen report, nearly 47 per cent of all TV viewing in the U.S. happens with at least one other person—be it friends, family, or even a few strangers at the bar.
However, while co-viewing is easy to understand, it isn’t always easy to measure. Many media planners still rely on outdated, flat co-viewing factors—estimates like “1.2 viewers per TV screen at 2 pm and 1.5 at 8 pm”. As TV audiences become more fragmented, this approach is no longer enough. Sports programming offers a clear example of how outdated these assumptions can be.
Nielsen’s data from September 2022 to August 2024 highlights the dramatic month-to-month variations in co-viewing rates. Co-viewing rates ranged from 37 per cent in August 2023 to nearly 50 per cent in January and February 2024—just in time for major sporting events like the Super Bowl and Copa América.
Interestingly, even high-profile global events like the FIFA World Cup and the Women’s World Cup saw lower-than-expected co-viewing in the U.S.. The reason? Time zones matter. When matches are scheduled in the middle of the night or early morning, it’s harder to gather a crowd—no matter how exciting the event.
The study also uncovered significant co-viewing gaps across different demographic groups. Over the two-year period, Hispanic audiences had a 20-point higher co-viewing rate for sports compared to black viewers. Age also played a role—younger audiences were more likely to watch in groups, while older viewers tended to watch alone.
Household size matters, but so do social habits. Hispanic families tend to have larger households, leading to more natural co-viewing opportunities. Younger audiences, meanwhile, are more likely to watch sports together at bars or with friends, even though they watch less traditional TV overall.
How does sports programming compare to other genres? The answer might surprise you.
Children’s programming actually had higher and more consistent co-viewing rates than sports. Not shocking—kids rarely watch TV alone. Game shows also saw strong co-viewing growth, benefiting from streaming platforms that have introduced the genre to a younger audience. Meanwhile, news, dramas, and variety shows hovered just above the 30 per cent co-viewing mark.
What can advertisers and media owners take away from these insights? Flat co-viewing factors are outdated. While sports programming shows how drastically co-viewing fluctuates, other genres also have their own subtle, audience-specific variations.
For advertisers, targeting a specific demographic or advanced audience means relying on real-world co-viewing data rather than static estimates. If your strategy still assumes fixed co-viewing multipliers, it’s time to update your playbook.
For media owners, understanding whether people watch alone or with others can directly impact content creation, monetisation strategies, and advertising sales. If you know who’s watching together, you can optimise your programming accordingly.
In a world where TV audiences are fragmented across platforms and devices, one thing remains clear: co-viewing is here to stay—but you need the right data to make the most of it.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
