TV Outperforms Digital Media with More Viewers Per Minute

Marketers watching TV-show performance pay close attention to the average audience-per-minute metrics to gauge television success. Despite the widespread use of digital media today, traditional TV earned much higher average audience minutes than pure-play digital media platforms as last year came to a close. This was one of the featured findings reported by the Video Advertising Bureau (VAB) via comScore MediaMetrix’s multiplatform Key Measures services and the Nielsen R&F Program Report for December 2015. MediaPost.com aired more on how television is still channeling the majority of audience viewing time.

Among adults age 18 and older, TV controlled the highest share of the audience per minute. The VAB provided the following comparison of share of media usage:

• 71% TV multiscreen platforms
• 10% Facebook
• 5% Pandora
• 5% YouTube
• 2% Google
• 2% Yahoo

And TV’s majority share even extended to younger viewers, which are often perceived to prefer digital media channels. TV drew a 46% average audience-per-minute share of viewers between the ages of 18 and 34. This was followed far behind by Facebook with a 15% share, Pandora with 11%, and YouTube had a 10% share of younger viewers.

These television results were based on linear TV and TV-related sites throughout December 2015. And digital website metrics were comprised of all digital visitor activity, including the total amount of video consumption.

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Written by Michael Del Gigante