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State of the Screens

Nielsen Total Audience Report for 2018-Q2

By December 18, 2018No Comments

Average time spent w/ media in Q2:
1)
2018-Q2–10h 24m
2)
2018-Q1–11h 6m
3)
2017-Q4–10h 47m
4)
2017-Q3–10h 30m

Average time spent w/ video:
1) 2018-Q2–5h 27m
2)
2018-Q1–5h 46m
3)
2017-Q4–5h 57m
4)
2017-Q3–5h 24m

Average time spent w/ video by screen (% of total):
1) Live TV — 4h 25m (81%)
2) OTT/Connected TV — 0h 40m (12%)
3) Desktop/Laptop — 0h 10m (3%)
4) Smartphone — 0h 8m (3%)
5) Tablet — 0h 4m (1%)

Daily hours of usage by age group:
1)
18–34–8h 08m
2)
35–49–10h 35m
3)
50–64–11h 49m
4)
65+ — 11h 35m
5)
18+ — 10h 24m

Share of media consumption from live TV:
1)
18–34–25%
2)
35–49–35%
3)
50–64–48%
4)
65+ — 60%
5)
18+ — 42%

% change since 2010 in time spent with TV (h/t: @ballmatthew):
1) 18–24 — ↓ 59%
2)
12–17 — ↓ 57%
3)
25–34 — 45%
4)
2–11 — 40%
5)
35–49 — ↓ 23%
6)
2+ — ↓ 19%
7)
50–64 — ↓ 1%
8)
65+ — ↑ 7%

More #1: How Do American Families Have Time to Watch 8 Hours of TV Every Day?

More #2: Nielsen’s Q2 Audience Benchmark Shows How Connected Devices Are Reshaping Media

More #3: Truth, Trust and the Future of Nielsen

Michael Beach

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.

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