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Nielsen March 2013 Cross Platform Report

Nielsen March 2013 Cross Platform Report

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Published by sumitkroy
Media Consumption Cross Platform Report
Media Consumption Cross Platform Report

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Categories:Types, Research
Published by: sumitkroy on Apr 16, 2013
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10/28/2013

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FREETO MOVEBETWEENSCREENS
THE CROSS-PLATFORM REPORT
MARCH 2013
THE CROSS-PLATFORM SERIES | Q4 2012
 
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Copyright © 2013 The Nielsen Company
Our bestinclass audience measurement report provides you with aquarterly perspective on the evolution o the American consumer’smedia behavior. And to relect the many changes in consumption we’reshowcasing the CrossPlatorm Report in a new look that providesexpanded data and deeper insight. As we strive to meet your need orsharper insight and broader data, we’ve included additional cuts o datathat truly relect the abric o our country—the multiethnic consumers.You will also ind interesting acts on a small portion o American homeswe call “ZeroTV” households: households that did not it Nielsen’straditional deinition o a TV household and will start to be included inour measured samples or the coming 20132014 season.With this report, we hope you get a better understanding about howAmericans are consuming media, just like we did.
WElCOME
DOUNIA TURRILLSVP INSIGHTS, NIELSEN
DOUNIA
 
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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 appetiteor 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 zeroingin on the righttouch points or each o your consumers.As we highlight the dierences 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 averageArican 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 eectively.For the consumer, it’s about being entertained and staying inormed. TVviewing trends remain signiicant and strong (viewers spent more timein Q4 2012 watching TV than in Q4 2011). Fourth quarter 2012 broughtus the Presidential election and other signiicant 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 deinition o the televisionhousehold. We continue to report timeshited viewing via DVRs andvideoondemand as well as insights on the use o computers or suringand streaming. However while a limited number o U.S. homes nolonger receive TV programming via a traditional platorm, 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 relectthe 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 andinormation he wants.
AMERICAnvIEwIng ISgROwIngAnd PEOPLEARE FIndIngwAyS TOExTEnd THEvIEwIngHOuRS InTHEIR dAyS

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