A Look at the 2014 Q4 Nielsen Total Audience Report

Yesterday, Nielsen released the Total Audience Report for the last quarter of 2014. As always, the report is chock-full of interesting data about the media consumption habits of the American people. The piece rightly notes that the use of what they call Subscription-Based Video on Demand (think Netflix, Hulu, the On Demand feature from cable providers) is on the rise, and contributing to the decline in live television viewership.

However, the report also makes it clear that Americans still watch A LOT of live television. For as much as you may hear people say “the only thing I watch live anymore is sports,” that statement is simply not true for the vast majority of Americans.

Below, please find that, and  some other key takeaways from the report, but the whole document is worth a read.

Key Takeaway #1 – Live Television is still dominant.

Despite all the talk of cord cutting, DVRs,  Netflix, and Hulu, Americans age 18+ still consume most of their media by watching live television. The average American watches four hours and fifty-one minutes of live television per day. In comparison, they spend thirty-three minutes per day watching what Nielsen terms time-shifted TV.

Key Takeaway #2 – AM/FM Radio still has its place.

After live television, more Americans spend time listening to AM/FM radio than any other type of media consumption measured by Nielsen, with the average American spending two hours and forty-three minutes per day listening to AM/FM radio.

Key Takeaway #3 – Yes, Live TV and AM/FM Radio are still dominant, but that does not mean the media environment is not changing.

Live TV and AM/FM radio are still dominant, but they are also on the decline, with live TV viewership and radio listenership declining for three years in a row.

Year Avg Time Per Day Spent Viewing Live TV Avg Time Per Day Spent Listening to AM/FM Radio
Q4 2012 5 hours and 10 minutes 2 hours and 50 minutes
Q4 2013 5 hours and 4 minutes 2 hours and 46 minutes
Q4 2014 4 hours and 51 minutes 2 hours and 43 minutes

Key Takeaway #4 –Americans are moving away from live TV and AM/FM radio and towards smartphones.

While Americans are watching less live television and listening to less radio, they are spending significantly more time on their smartphones.

Year Avg Time Per Day on Smartphone
Q4 2012 53 minutes
Q4 2013 1 hour and 7 minutes
Q4 2014 1 hour and 25 minutes

Key Takeaway #5 – 18-34 year olds watch significantly less live television than the average American.

This is certainly not a surprise, but the Nielsen data is helpful in demonstrating just HOW much less live TV younger Americans are watching.

Age Avg Time Per Day Spent Viewing Live TV
Average American 4 hours and 51 minutes
Age 25-24 3 hours and 33 minutes
Age 18-24 2 hours and 49 minutes

Key Takeaway #6 – 18-24 year olds spend a disproportionate amount of their time using a game console.

So, if 18-24 year olds are spending so much less time watching live television, where are they spending their excess time? Using game consoles. The average American spends 13 minutes per day using a game console, while the average 18-24 year old uses a game console almost three times as much, at 36 minutes per day.


Similar Articles

  • Public Release of Research: Strengthening HCAHPS Patient Experience Surveying
    read more

  • POS National Poll Release #3 – Socialist Trends
    read more

  • POS National Poll Release #2 – Israel
    read more

  • POS National Poll Release #1 – Trump Approval/Generic Ballot
    read more

  • Farm to Fork Initiative Survey Release
    read more

Public Opinion Strategies helped us to clarify what we wanted to learn and then conducted research and analysis that shed light even beyond the questions we set out to ask. They were very receptive to our suggestions, responsive to our queries, and flexible when we needed them to be.

Public Opinion Strategies has consistently offered unparalleled advice and spot-on polling that has shaped how and where we spent money and deploy key resources. Additionally, they have always been an excellent steward of limited campaign resources, ensuring we spend wisely and not a dollar more than necessary in order to get the information we need.

Robert Blizzard and Public Opinion Strategies did a great job for us throughout our successful campaign for Congress. Robert gave us accurate data, spot on analysis, and professional advice, all of which were essential to our victory.

Public Opinion Strategies is one of our go-to pollsters when it comes to testing public support for bond ballot measures and other initiative proposals. They are available to provide ongoing consultation with regard to crafting of ballot questions, public outreach messaging, and related efforts.

ACLI has worked with Public Opinion Strategies for decades, through several tough industry battles—often ones in which public opinion does not naturally fall on the side of insurers. Yet Bill and his team consistently provide invaluable strategic advice by refining our messages and helping us frame our issues in a way that makes them understandable and persuasive.

The data from Public Opinion Strategies provided important insight and informed our public awareness campaign. We sincerely appreciate their professionalism and expertise in this arena.

Nicole McCleskey and the team at Public Opinion Strategies have been invaluable to me, both during my campaigns and as Governor of the State of New Mexico. It’s not just the accuracy of their numbers, but guiding the overall strategy that makes them so valuable.

Public Opinion Strategies has been a part of our team in Missouri for more than a decade. With their data and guidance, Republicans here were able to attain a majority in the House in 2002 for the first time in fifty years, and we have been able to grow that majority to the point that we now have a record, veto-proof majority.

In my tenure at two leading business associations, facing huge and complex consumer issues, I have benefitted enormously from the objective advisory skills of Bill and his team. They do their homework, they are rigorous, dispassionate and thoughtful. Turning questions into answers is a clever tag, but it’s also an apt description of the professional talents of the firm.

I consider Public Opinion Strategies to be a part of our team. That is the way we have always worked. They have helped us to understand our needs and fashioned research solutions to meet those needs. They have helped us to meet killer deadlines by being flexible, executing rapidly, and insuring quality. Teamwork is the best way to describe it.

Accuracy, speed, and deep knowledge of key issues and public sentiment are the hallmarks of quality opinion research, and on these measures Public Opinion Strategies consistently delivers. I have had the pleasure of working with Public Opinion Strategies for more than 15 years on dozens of issues, and they are undoubtedly the gold standard.

Public Opinion Strategies’ track record of success and wealth of experience in political campaigns and issue advocacy are why they are one of the most trusted and well respected public opinion firms in Washington, D.C. Their insights and perspectives have helped to inform a wide array of public affairs activities across multiple industries.

Social Media Auto Publish Powered By : XYZScripts.com