Time-Shifted Viewing to Impact Marketer TV Ad Buying
Last month I blogged about a TVB study that highlighted how consumers are time shifting local TV programming. Time-shifted viewing is a reality for all forms of TV according to a Nielsen report. When planning their promotional ads, marketers should know exactly how much of the viewing audience is seeing programming a week or more past the first-run date.
During a 7‑day period, consumers viewed 87.2% of their favorite broadcast programming live. Another 5.5% of the content was viewed later that day. For 6.1% of the programming, viewers tuned in within 7 days of the broadcast time. Only 1.1% of the programming was viewed beyond the 7‑day period.
A larger portion of cable TV viewing, (94.4%) and syndicated programming (93.3%) is being watched live.
Analysts note that these numbers are higher than they were 5 years ago. But part of that may be due to the amount of TV viewers are watching. Daily TV viewing has risen to 5 hours and 9 minutes on average, or about 3 hours more a month. That means about 22 minutes of daily TV time is now playback instead of live.
Primetime programming is most likely to be recorded and played back at a later time. There are also consumers who delay watching programs until 8 days after run date. The genres falling into this category include science fiction, general drama and participation programming.
Advertisers planning their media buys and promotions should keep in mind that some of their messages will be seen much later than they might have originally thought.
To learn more about heavy TV viewers, check out the Audience Interests & Intent report available at the Research Store on Ad-ology.com.[Source: How Much TV is Being Time-Shifted. Nielsen.com. 2013. Web. 25 Jan. 2013]