Post on 20-Jan-2016
Media Consumption HabitsTeens
Monthly Video Consumption by Device
# of Viewers
146:37 6:28 5:45
Source: Nielsen Cross Platform Report 2Q13
% of Overall
Video Time93%P2+
P12-17 94:51 4:0888%
Watching Video on a Computer
Watching Television in the
home
Watching Video on a Mobile
Phone
TV: 93% of P2+ Video Time… 88% for Teens
More time spent than the computer
8:42
Best Video Device: TV Is Still The Preferred Vehicle For Watching Video Among Teens
Best Device for Watching Video
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace. Teens: 13-17BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
3%
2%
43%
Teens
52%Television
Computer
Smartphone
Tablet 7%
3%
28%
All Respondents
75%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Teens: 13-171056 On which of the following devices do you find advertisements most memorable?
“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – Teens
Television Ads Are “Judged” Most Memorable by Teens
Television
Computer
Smartphone Tablet
“I Expect To See Advertising On This Device (Top 2 Box)”Teens
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Teens: 13-171000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)
Television Has The Highest Advertising Acceptance Among Teens
Television
Computer
Smartphone Tablet
In general, Teens are more accepting of advertising on the
computer & mobile devices
Television Ads Encourage Further Investigation By Teens and Ultimately Move Products Off the Shelves
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Teens = 13-17600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.
56% Look up information online about an advertisement currently watching
71% Once a week or more
45% Shop online or purchase something they have seen on a show / advertisement they are currently watching
Teens
How Often?
60% Once a week or more
Teens Spend An Overwhelming Majority Of Their TV Viewing Time Watching Ad-Supported Cable
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
3:44
18:22
Teens 12-17Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Teen 12-17 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
7%
93%
Teens 12-17Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
Cable Ratings Against Teens Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
2.91.9
1.3
5.8
10.59.7
Broadcast Ad-Supported Cable
Total Day P12-17 Rating 10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against Teens Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
33.1
15.6 11.9
66.9
84.4 88.1
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast P12-17 Share 10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Teens
Source: CAB analysis of comScore data, September 2013. Teens: 13-17. Top sites by category
Sports
ESPN
NBC Sports Network
USA Today Sports
FOX Sports on MSN
Yahoo! Sports
Comedy Central
Adult Swim
College Humor
Break.com
Cheezburger
CNN
ABC News
Huffington Post
Yahoo!
USA Today
VEVO
MTV
TownSquare Media
Yahoo! Music
The Weather Channel
Weatherbug
Accuweather.com
MSN Weather
Weather Underground
NBCU TV
A+E Networks
Discovery Networks
PBS.org
TV Guide
Allrecipes
Scripps Network
Food Network
Gourmet Heart Beat
Chow.com
Nickelodeon Kids & Teens
Disney Entertainment
CoolMath-Games.com
Miniclip
AddictingGames.com
Sports Comedy General News Music
Weather TV Entertainment
Kids
Food
ToneMedia
Top 5 Websites by Genre - Teens
= Ad-supported cable brand
GSN
EA Websites
FreeRide GamesNickelodeon Kids & Family Games
Spil Games
Gaming