TV Week

by Jon Lafayette

Live viewing on television still is the dominant form of video consumption in the United States.

A new study conducted by Ball State University’s Center for Media Design and Sequent Partners for the Nielsen-funded Council for Research Excellence, found that 99% of video consumption on televisions, the Web and mobile is on traditional TVs. Even among adults 18 to 24, 98% of video is seen on televisions.

The figures confirm numbers generated by other forms of measurement by Nielsen.
Live TV was the top way video was consumed, followed by DVDs, with digital video recorders third.

Younger baby boomers in the 45- to 54-year-old age group average the most daily screen time, a little more than 9 ½ hours. Other age groups average about 8½ hours.
The study found that TV users were exposed to 72 minutes per day of TV ads and promos, which dispels the belief that people are finding ways to avoid commercial message.

The $3.5 million study was designed to take a look at how consumers use media. In some cases it reinforces other research. In other cases it “raises questions about the conventional wisdom” and dispels some media myths, said Susan Whiting, CEO of the Nielsen Co.

Ball State did the survey by observing how 400 people used media, wherever they went, whatever they did, over the course of a full day. The observers logged what the subjects of the study were doing in 10-second increments.

The technique yielded very different results than are usually obtained when subjects are asked about their own media habits.

“Serious caution needs to be applied in interpreting self-report data for media use,” the report said. “TV was substantially under reported, while online video and mobile video were over reported.”

(Editor: Baumann)