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State of the Screens

Magna Study: Digital Video Reaches Non-TV Viewers

By February 14, 2019No Comments

A new study from MAGNA has some impressive numbers on how viewership is fragmenting across screens.

U.S. population by viewership group (% of total):
Heavy Linear — 71M (28%)
2) Moderate Linear — 69M (27%)
3) Light Linear — 69M (27%)
4) Non-Linear — 44M (18%)

Older viewers are shifting: 51% of light linear viewers and 41% of non-linear viewers are 35+.

Flashback: Nielsen Total Audience Report for 2018-Q2

CTV + Linear: Traditional buyers are aggressively moving into connected-TV marking a shift into cross screen buying.

Quote from David Cohen– President, North America @ Magna:
“Linear TV may be declining but video consumption is as strong as ever… There are no ‘unreachables’…rather there are device-agnostic streamers with deep pockets who watch just as much video as linear TV viewers and are receptive to relevant, targeted video ads. This segment is growing and it’s crucial for marketers to gain traction with them.”

Cross Screen: NBCUniversal and Comcast are going to start using a digital ad server to schedule linear TV ad spots. This is the first step to an eventual world where the same technology is used for both digital and linear on the sell side.

Quote from Dave Clark– General Manager @ FreeWheel:
“What we’re most excited about is the long-term implications for both publishers and advertisers, and what it means to the ultimate vision of a unified video strategy across all screens.”

More #1: Opinion: Rethinking the video ad business one (apples-to-apples) impression at a time

More #2: PwC’s Tips for Dealing With Video Fragmentation

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.