TV: 95% of P2+ Video Time… 96% for Teens Monthly Video Consumption by Device Watching Television in the home Watching Video on a Computer Watching Video on a Mobile Phone % of Overall Video Time # of Viewers P2+ 155:32 95% 7:34 1:23 P12-17 93:53 96% 4:31 n/a Source: Nielsen Cross Platform Report 4Q13
Best Video Device: TV Is Still The Preferred Vehicle For Watching Video Among Teens Best Device for Watching Video All Respondents Teens 52% 75% Television 43% 28% Computer 2% 3% Smartphone Tablet 3% 7% CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace. Teens: 13-17 BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
Television Ads Are “Judged” Most Memorable by Teens “Device On Which Advertising Is Most Memorable” (Among Owners of Each Device) – Teens Computer Tablet Smartphone Television CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device. Teens: 13-17 1056 On which of the following devices do you find advertisements most memorable?
Television Has The Highest Advertising Acceptance Among Teens “I Expect To See Advertising On This Device (Top 2 Box)” Teens Television Computer Smartphone Tablet In general, Teens are more accepting of advertising on the computer & mobile devices CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device. Teens: 13-17 1000/1005/1010/1015 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 Ads Encourage Further Investigation By Teens and Ultimately Move Products Off the Shelves Teens How Often? 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 60% Once a week or more CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Teens = 13-17 600 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.
Teens Spend An Overwhelming Majority Of Their TV Viewing Time Watching Ad-Supported Cable Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
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. 1Q’14 Total Day
Cable Ratings Against Teens Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined Total Day P12-17 Rating 10-Year Trend *Time period reflects 1Q only in each year Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14
Cable’s Share Against Teens Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines Total Day Cable/Broadcast P12-17 Share 10-Year Trend *Time period reflects 1Q only in each year 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 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Teens Top 5 Websites by Genre - Teens Sports Sports Comedy Music Kids General News CNN ToneMedia Nickelodeon Kids & Teens ESPN College Humor/Cracked Spotify NBC Sports Network Adult Swim ABC News CoolMath-Games.com Bleacher Report Cheezburger NBC News MTV Disney Entertainment Soundcloud USA Today Sports Comedy Central USA Today Poptropica FOX Sports on MSN Break.com CBS News CBS Interactive PBSKids.Org Weather Gaming TV Entertainment Food NBCU TV Allrecipes GSN The Weather Channel Weatherbug A+E Networks BlogHer Food EA Websites FreeRide Games Accuweather.com TV Guide Food Network Spil Games MSN Weather PBS.org MyRecipies.com Wild Tangent Yahoo! Weather Discovery Networks About.com Food = Ad-supported cable brand Source: CAB analysis of comScore data, March 2014. Teens: 13-17. Top sites by category