THE CROSS-PLATFORm REPORT | Q4 2012
As we reviewed the data or this past quarter, we ound that Americans,irrespective o race, ethnicity and gender, have a voracious appetiteor content. As an industry, we should eel ortunate to interact with somany consumers across devices and screens in unique and engagingways. Finding the Holy Grail, however, means zeroingin on the righttouch points or each o your consumers.As we highlight the dierences in media use by age, race, ethnicity andgender, it’s vital to strike a balance to ensure we deliver the right contentto the right consumer (as well as on the right screen and at the righttime). The average American spends more than 41 hours each weekengaging with content across all screens and comparatively, the averageArican American spends close to 55 hours, Hispanics just over 35 hoursand Asian Americans spend just over 27 hours. Knowing the numbersisn’t enough, however. The key lies in knowing when and how viewersare consuming and interacting with that content; only then can youdeliver your programming and advertising messages eectively.For the consumer, it’s about being entertained and staying inormed. TVviewing trends remain signiicant and strong (viewers spent more timein Q4 2012 watching TV than in Q4 2011). Fourth quarter 2012 broughtus the Presidential election and other signiicant news stories includingHurricane Sandy and the Newtown, CT tragedy demonstrating theappeal o the TV set. In act, American viewing is growing and peopleare inding ways to extend the viewing hours in their days—thanks inpart to developments in mobile and streaming technology.Finding patterns and making sense o the ragmented consumptiono video, we are ocusing on the evolving deinition o the televisionhousehold. We continue to report timeshited viewing via DVRs andvideoondemand as well as insights on the use o computers or suringand streaming. However while a limited number o U.S. homes nolonger receive TV programming via a traditional platorm, as muchas 75 percent o these homes still have TV sets they can use to watchentertainment, play games or sur the Internet.So as we explore the array o consumer touch points, we seize theopportunity to broaden our audience measurement capabilities to relectthe ways in which consumers get their content. To that end, we will startincluding homes that have a broadband connection linked to a TV set inour measured samples.These are exciting times. The consumer’s content journey continuesto enthrall and we will ollow his path to discovery—one that enableshim the reedom to connect in many places with the entertainment andinormation he wants.
AMERICAnvIEwIng ISgROwIngAnd PEOPLEARE FIndIngwAyS TOExTEnd THEvIEwIngHOuRS InTHEIR dAyS