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Looking Towards 2050: Ethnic Trends In Media

Nielsen Wire — Tue, 03 Mar 2009 16:51:49 +0000

Population trends have clear implications for those involved in the media and advertising industries. There are now more than 114 million U.S. TV households, with immigration continuing to play a major role in population growth. U.S. Census estimates predict that by the year 2050 more than half of the U.S.
population will be non-white.

Nielsen’s “Ethnic Trends In Media,” is a comprehensive report profiling African-American, Asian, Hispanic and White households in the U.S. This report examines household characteristics, television usage, timeshifted viewing and popular programming genres for each group.

Key findings include:

Household characteristics are quite different across each ethnic break. Size, geographic territory and media ownership, such as video game consoles and DVRs, are just some of the notable differences

TV usage is different: Persons age 18-49 in African-American households view more TV than Total U.S., while Hispanic and Asian persons in the same age group was less.

The median age of a TV viewer is 45, but African-American, Asian and Hispanic viewers tend to be younger (40, 39, 32, respectively).

Participation variety shows, such as Dancing with the Stars and Biggest Loser 6, are the most popular genre for total U.S. viewers, and are near the top for all ethnic breaks. Fox NFL Sunday Football was the top or near-top program for all ethnic breaks except for Hispanics, who favored “Fuego En La Sangre” on Univision.

Download a PDF of the full report here.

Tops In 2008: Top Timeshifted U.S. TV Programs

admin — Tue, 16 Dec 2008 13:00:23 +0000

Last week, Nielsen issued the Top Ten’s of 2008 for a variety of media. This week Nielsen takes a more detailed look at the top timeshifted television programs in the U.S. during this calendar year.

The charts below show the top ten primetime TV programs that saw the biggest increase in timeshifted playback within seven days from the original telecast.

The first chart is ranked by total gain in household audience from timeshifting, and the second chart is ranked by the percent increase in household rating.

Top 10 “Timeshifted” Primetime Programs: Ranked by Increase In Households

Rank	Program	Network	Absolute Difference in Households (000)
1	American Idol – Tuesday	FOX	2,153
2	American Idol – Wednesday	FOX	1,945
3	Heroes	NBC	1,832
4	Lost	ABC	1,793
5	Fringe	FOX	1,602
6	House	FOX	1,454
7	The Mentalist	CBS	1,445
8	Survivor: Gabon	CBS	1,396
9	Grey’s Anatomy – Thur 9PM	ABC	1,358
10	Bones	FOX	1,331
Source: The Nielsen Company (January 1, 2008 – November 30, 2008).
Note: Absolute difference in (000) is based on Live and Live+ 7 Household projections. A program must reach at least a 1.0 live+7 HH rating and have at least 4 telecasts. Excludes telecasts under 5 minutes.

Top 10 “Timeshifted” Primetime Programs: Ranked by Percent Difference

Rank	Program	Network	% Increase In Rating
1	Battlestar Galactica (Orig)	SCIFI	53%
2	Burn Notice	USA	37%
3	Heroes	NBC	35%
3	90210	CW	35%
3	Sanctuary	SCIFI	35%
6	Eureka	SCIFI	34%
7	My Boys	TBSC	32%
8	Psych	USA	29%
9	In Plain Sight	USA	28%
10	America’s Top Model – 5	CW	27%
10	Fringe	FOX	27%
10	The Starter Wife	USA	27%
10	The Office	NBC	27%
Source: The Nielsen Company (January 1, 2008 – November 30, 2008).
Note: Percent increase in rating is based on the difference between Live Household Ratings and Live+7. A program must reach at least a 1.0 live+7 HH rating and have at least 4 telecasts. Data excludes telecasts under five minutes.

View the media alert.

Read coverage of Nielsen’s findings by Reuters and in Variety, E! Online, Adweek, Media Post, and Multichannel News.

Relive the greatest hits of 2008 — stay tuned on Nielsen Wire for more Tops In 2008 coverage.

Look ahead to the new year with Nielsen Wire’s 2009 Industry Outlook series.

Record High TV Use, Despite Online/Mobile Video Gains

admin — Mon, 24 Nov 2008 13:00:32 +0000

TV, Internet, and mobile usage continues to grow in the U.S., according to a report released today by Nielsen.

As of Q3 2008, the average American watched approximately 142 hours of TV per month — five hours more than they watched in a typical month during the same period a year ago.

Americans who used the Internet were online 27 hours a month, and people who used a mobile phone spent 3 hours a month watching mobile video.

Men were more likely than women to watch via mobile phone, while women were more likely then men to watch video online.

DVR usage was up significantly (52.5%) in Q3 2008, compared with Q3 2007. Americans spent more than six hours per month watching timeshifted TV — double the amount of time they spent watching video online. The only exception: 18-24 year-olds, who consumed more video online (four hours, 48 minutes) than via DVR (four hours, 36 minutes).

During the 2007-08 television season, the average U.S. household took in eight hours and 18 minutes of TV per day, a record high since Nielsen started measuring television in the 1950’s.

“TV use is at an all-time high, yet people are also using the Internet more often — 31% of which is happening simultaneously,” Susan Whiting, vice chairperson, Nielsen, noted.

Download the report.

Learn more about viewing across the “three screens” – view Manish Bhatia, of Nielsen, addressing the Interactive Advertising Bureau’s December 2008 forum.