Who watches time-shifted TV the most?

Overall, Nielsen was able to conclude that due to DVR usage, a typical American TV viewer increased time watched by about 18 minutes from the previous year.

With the advancement of media consumption technology on a continuous cycle, it begs the question; do audiences consume more media with these enhancements? The Nielsen Company recently released a report “State of Media” which examined such technology.

According to MediaPost, the Digital Video Recorder (DVR) was one of the subjects of the report. Nielsen found that the most common DVR users are people between 25-64 years old. In fact, during the fourth quarter of 2010, about 30 hours of time-shifted television were viewed by that demographic. To break it down, this is the percentage of total monthly television viewing that was time-shifted.

w Persons 25-34: 22%

w Persons 35-49: 19%

w Persons 50-64: 16%

Younger demographics like 12-17-year-old viewers and 18-24-year-old viewers only watched about 18 and 19 hours of time-shifted TV per month respectively.

Overall, Nielsen was able to conclude that due to DVR usage, a typical American TV viewer increased time watched by about 18 minutes from the previous year. An advertiser can utilize this information to better target an audience. For example, if the primary target audience is a person who is 33 years old, an advertiser can make sure the commercial shows the logo at a longer length of time onscreen. Therefore, when that person is fast-forwarding through commercials, the advertiser’s logo still gets exposure.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...