Tag Archives: television viewing

Is DWV Dangerous To Your Business?

It’s an epidemic!  I’m talking about DWV – Distracted While Viewing.  While not as physically perilous as texting while driving, if you are in the business of using television to get marketing messages to you audience, or if you’re a content creator who puts content on a TV screen (and remember that almost ANYTHING can be streamed to a TV), you need to understand what’s going on out there in media land.

English: American family watching TV (cropped)

(Photo credit: Wikipedia)

You might have heard some folks in the ad business complaining about web sites whose ads aren’t viewable above the fold.  Let’s put that (specious) argument in the context of a research study released last week from the Multimedia Research Group.  Try this summary on for size:

In general, multitasking while watching TV is a growing trend and that an increasing number of US adults are becoming TV multitaskers. The data show that most TV multitaskers are younger adults between the ages of 18-35.  The 35-44 age group is rapidly adopting mobile device multitasking, but still lags the younger adults in performing TV-related multitasking activities.

In fact, only 40% of folk report they DON’T do anything else with a second screen while watching.  An equal number frequently multitask, but not related to the TV program they are watching.  The final group is TV multitaskers; those who frequently multitask related to the TV program they are watching.  The numbers among younger people in particular (18-24) are representative of how things have changed.  80% are multitasking, split roughly evenly among those doing something related to what they are watching and activities that are not related.  The numbers aren’t much different in the 25-34 group although they seem to do more unrelated to what they’re watching.

So the most attractive demo – 18-34  – has learned to use their tablets and smartphones to view TV differently.  They’re distracted from the main screen although some may be quite engaged with the content on their second screen.  The real question is how are you going to rethink what you’re doing to capture this behavior as part of your engagement with this audience.  Anyone have a good answer?

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Filed under digital media, Reality checks

TV Is Only Half Of It

A little research to start the week.  A new study came out from Burst Media last week.  It was about how people view and interact with online video.  Not very much surprising in it – 71.6% of web users overall watch online content in a typical week—and 39.0% of all viewers spend between one and five hours per week with online video. Men aged 18-34 are the heaviest consumers of online video content, with 19.7% saying they consume 10 or more hours of video on the web per week.    Not much of a shock – almost every content company with which I work has a focus on video and I suppose it’s sort of chicken and egg – there’s more content offered in the form of video so the usages rises and because the demand goes up, content providers produce more.

There was also a nugget that made me pause. Continue reading

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Filed under digital media

Careful with that fact, Eugene

I know it’s early in the week for an obscure Pink Floyd reference so let me explain.  The Olympics ended the other day and Nielsen is reporting some very large viewership numbers.  In fact, according to the Hollywood Reporter…

NBC Universal smashed yet another historic ratings benchmark: The Beijing Olympics is the most-watched U.S. television event of all time.  Through 16 days of coverage, 211 million viewers tuned in to the Olympics on NBC Universal’s broadcast and cable outlets, according to NBC citing Nielsen Media Research.  That’s 2 million more than watched the 1996 Atlanta Games, the previous all-time record-holder.

Lovely story, good for NBC, go USA.  But let’s spend a few seconds to look behind the numbers as an example of how one always needs to ask questions about any statistic.  There are roughly 115 million homes in the US and nearly 113 million of them have a TV (112,800,000 out of 114,890,000 to be precise). There are multiple viewers per home so there are around 285 million persons 2+ in the universe base.  I don’t have the 1996 people estimates but I think it’s fair to assume that ratio hasn’t changed very much.

In 1996, there were 97,540,000 homes and 95,900,000 TV homes.  So whilst TV homes grew nearly 17 million since 1996, and the number of people in those homes probably grew by 30+ million, Olympics viewing grew only by 2 million viewers.  Now, is that as impressive?  I’d say yes, given the fragmentation of media since 1996 but one could also argue that Olympics viewing has lagged, with 10% – 15% of universe growth actually reflected in viewing.  Heck, you’d expect a 15% pop in viewing just from the growth of homes.

The point is that in business, one can’t just hear a number and nod one’s head.  Ask questions, look for the numbers behind the number.  Challenge whomever is delivering the number to you.  Great executives will beat you to the punch and make sure every number they deliver is in perspective.

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Filed under Helpful Hints, Reality checks