"When it comes to entertaining themselves, most Americans choose to watch movies and TV, over listening to music, playing video games, and other forms of entertainment. In fact, 27% of all entertainment hours in 2018 were spent watching TV and movies, followed by 19% listening to music, and 16% playing video games, according to The NPD Group. The remaining 38% of entertainment time was taken up by reading books, social networking and other activities."

“'While video content topped Americans’ entertainment choices last year, their viewing continued to shift toward subscription video and other digital forms of viewing,' said Kathi Chandler-​Payatt, media entertainment industry analyst for NPD. 'In fact, more than half of U.S. consumers streamed video content via subscription last year.'”

"Movie/​TV Average Weekly Time Spent:

• Live TV/​DVR/​On Demand: 48%
• SVOD: 22%
• Disc: 12%
• Free Streaming: 8%
• Theatrical: 4%
• EST/​VOD: 4%"

"According to the latest 'Entertainment Trends in America' report from NPD, consumers relied on live TV, digitally recorded video (DVR), or on-​demand content from their pay TV providers nearly half of the time they watched movies and television content in 2018. Less than one-​quarter (22%) of viewing hours were spent watching video on Netflix, Hulu, Amazon Prime and other subscription services."

That doesn't mean there's no opportunity for traditional TV. In fact, 15.5% of American adults even follow local TV stations on social media and such, according to AudienceSCAN. About 52% of Local TV Station Followers get most of their local news from the TV and they're 21% more likely than other adults to react to ads they see in movie theaters, suggesting that they enjoy watching movies. To save consumers the expense of buying movies, physically or digitally, local TV stations can advertise their screenings of popular movies.

"The shift toward digital gaming continues, according to the report. The number of consumers buying only physical games declined from 47% in 2015 to 36% in 2018. When it comes to music, three-​quarters of music transactions are digital, as they have been for the past three years. Roughly one-​third (30%) of music consumers continue to purchase only physical music. 'With the impact of streaming and 5G uncertain, and since video and video games are still at an earlier stage in their format evolution, we can expect to see a bit more volatility in those industry segments in the coming years,' Chandler-​Payatt said."

What's the best way for local stations to advertise their movie offerings to Local TV Station Followers? Actually, both digital and TV ads work well. Last year, according to AudienceSCAN, these viewers took action after seeing TV commercials (70.8%), ads in both printed and digital newspapers (59.5%) and receiving email ads (58%). Additionally, they're 78% more likely than others to find advertising on their mobile apps useful and 24% more likely to click on text link ads on websites.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.