Nielsen Wire » male / female viewing habits

Growing Up, and Growing Fast: Kids 2-11 Spending More Time Online

Nielsen Wire — Mon, 06 Jul 2009 17:01:33 +0000

16 Million Strong and Growing: Growth Rate of Kids Online Outpaces Overall Internet Population
In May 2009, children aged 2-11 comprised nearly 16 million, or 9.5 percent, of the active online universe according to Nielsen Online. Since 2004, the number of kids online has increased 18 percent, as compared to 10 percent for the total active universe, with a fairly even split between boys and girls. The growth of children online outpaces the overall growth of children in the U.S., where kids under 14 are projected to decrease by 1 percent from 2004 to 2010 (according to the U.S. Census Bureau, from 7/04 – 7/10 projection).

Time spent online among children aged 2-11 increased 63 percent in the last five years, from nearly 7 hours in May 2004 to more than 11 hours online in May 2009. Time spent among kids outpaced the increase for the overall population, which grew 36 percent in the last five years

Boys spent 7 percent more time online than girls; while girls viewed 9 percent more Web pages than boys did in May 2009.

Online Parents Keep the Camera Rolling

According to Nielsen’s @Plan Summer 2009 data, 26.3 percent of the online adult population, or 38.2 million, have children 11 years old or younger in the household – a 7 percent increase from Summer 2008. Online adults with children under age 12 in the household were 1.7 times more likely to purchase a digital camcorder.

Jack Spends More Time Viewing Videos than Jill

Online video viewership among 2-11 year olds was split evenly between boys and girls, with 5.1 million boys and 5.2 million girls viewing video online in May

Online video consumption between boys and girls was not so even. In May 2009, boys led in viewing and time spent: consuming 61 percent of video streams among children and comprising 57 percent of the time spent viewing videos.

Kentucky Derby Offers Another Race… Male Vs. Female Viewers

admin — Fri, 01 May 2009 18:33:47 +0000

The 2008 Kentucky Derby boasted the third straight year in viewer growth and females comprised 51% of all viewers aged 18+, no small feet considering the often male-dominated world of sports viewing.

The overall number of viewers tuning in to see Big Brown win last year’s Derby averaged 14.2 million, 10 percent more than the 12.9 million viewers who saw Barbaro in the winner’s circle just two years earlier.

But the real “horserace” – at least when it comes to Derby viewing – is between men and women, as illustrated in a minute-by-minute breakdown of last year’s race:

4:00pm ET - The Race for the Roses is two hours away, but the race for viewers is on. Female viewers have jumped out of the gate and hold a commanding lead over the males for the first 2 hours and 11 minutes of Derby coverage. The pre-race programming is clearly targeted at a female audience with red carpet interviews and personal interest stories, including that of Eight Belles, attempting to become only the 4^th filly to win the Derby.

6:11pm ET - The horses leave the paddock and enter the starting gate- and male viewers have pulled ahead for the first time.

6:15pm ET - The gun sounds, and Male viewers are outpacing females 8.6 to 8.3 million, an advantage they hold on to for the next 12 minutes.

6:27pm ET - The horse race is over, and female viewers are back in the viewing lead, 6.8 to 6.4 million. Big Brown is draped in roses, but the coverage takes a somber turn. The filly Eight Belles after finishing a close second has collapsed at the finish line suffering compound fractures was tragically euthanized on the track. Female viewers are glued to the TV more than men until the broadcast ends at 7pm.

Triple Crown
It may be rare to have more female than male viewers for a sporting event, but it is even rarer for a horse to win the Triple Crown. While it’s been over 31 years since Affirmed won the Triple Crown, it is critical to viewership, for a horse to have at least a shot at the feat at the Belmont Stakes. Last year’s final leg, with Big Brown racing for the Triple Crown, received 13.1 million viewers. Compare that to 2007, with no Triple Crown on the line, receiving 4.9 million viewers.

While there doesn’t appear to be a strong contender for the Triple Crown this year, the National Thoroughbred Racing Association and the networks (NBC has the Derby and Preakness, and ABC the Belmont) will be hoping a dark horse emerges that captures the attention of the country, and wins the race for the ratings.

Triple Crown Ratings / Winners 2004-2008

*Lost triple crown bid at Belmont / Source: The Nielsen Company

Does ESPN Spell LOVE?

Nielsen Wire — Thu, 12 Feb 2009 13:14:24 +0000

Not all networks are created equal when it comes to getting men and women together to watch prime time TV, according to a new study by Nielsen PreView. And advertisers can capitalize on this fact, particularly when it comes to promoting products like jewelry and even grooming products for men.

According to a new study by Nielsen PreView, ESPN ranks among the top networks and programs in its ability to draw both men and women to the same programming, allowing for these types of Valentine messages to have the greatest impact.

The study analyzed co-viewing data for cable and broadcast networks during the last quarter of 2008, with an emphasis on how males 25-34 and females 25-34 watched prime time TV programming together.

Compared to other networks, ESPN offered both above average reach for males and females as well as a high percentage of women co-viewing with a male counterpart. In fact, on average, over 40% of females 25-34 who watched ESPN during the time period analyzed were watching with a male 25-34.

While ESPN, in aggregate, outperformed most other networks for % co-viewership, individual programs on some networks were able to garner two times the co-viewership % of ESPN.

Nielsen’s Danny Monistere Discusses The Report

Read the full report.