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Best Video Device: Males Overwhelmingly Prefer TV
Best Device for Watching Video
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace> Males = Males 13+BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
5%
2%
28%
Males
75%Television
Computer
Smartphone
Tablet 7%
3%
28%
All Respondents
75%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Males = Males 13+1056 On which of the following devices do you find advertisements most memorable?
“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – Males
Television Ads Are “Judged” Most Memorable By Males
Television
Computer
Smartphone Tablet
“I Expect To See Advertising On This Device (Top 2 Box)”Males
Television Has The Highest Advertising Acceptance Among Males
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Males = Males 13+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
Computer
Smartphone Tablet
Tablet advertising has gained relatively quick
acceptance among men
Television Ads Encourage Further Investigation By Males and Ultimately Move Products Off the Shelves
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Males = Males 13+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.
59% Look up information online about an advertisement currently watching
60% Once a week or more
54% Shop online or purchase something they have seen on a show / advertisement they are currently watching
Males
How Often?
50% Once a week or more
Men 18-24 Spend More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day
Internet Newspaper Radio Television
8:45
3:54
12:2013:07
Men 18-24Time Spent (Weekly)
HRS:MIN
Young Adult Males Love The Entertainment Value That Television Provides
Source: 2012 GfK MRI Doublebase. Base: A18+
• A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Men 18-24 Spend Almost 3x The Amount of Time Watching Cable Than They Do Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
3:30
9:37
Men 18-24Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Men 18-24 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
9%
91%
Men 18-24Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
M18-24 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
2.92.0
1.2
6.0
9.9 9.6
Broadcast Ad-Supported Cable
Total Day Men 18-24 Rating10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against M18-24 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
32.1
16.511.2
67.9
83.588.8
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast Men 18-24 Share10-Year Trend
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 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 18-24
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
ESPN
NBC Sports Network
USA Today Sports
NFL.com
FOX Sports on MSN
Comedy Central
Adult Swim
College Humor
Cracked.com
Break.com
CNN
ABC News
Huffington Post
USA Today
Yahoo!
VEVO
ToneMedia
MTV
Spotify
eHow Home & Garden
ApartmentTherapy.com
HOUZZ.com
Michaels.com
DoItYourself.com
The Weather Channel
Weatherbug
Accuweather.com
Weather Underground
MSN Weather
NBCU TV
Yahoo!
A+E Networks
TV Guide
Discovery Networks
Allrecipes
Food Network
BlogHer Food
Urbanspoon
My Recipes Network
Nickelodeon Kids & Teens
Disney Entertainment
Miniclip
CoolMath-Games.com
Addictinggames.com
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
SoundCloud
Top 5 Websites by Genre – M18-24
= Ad-supported cable brand
GSN
EA Websites
NewGrounds.com
Yahoo! Games
Gaming
FreeRide Games
Men 18-34 Spend More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day
Internet Newspaper Radio Television
9:45
4:04
13:2814:53
Men 18-34Time Spent (Weekly)
HRS:MIN
Men 18-34 Love The Entertainment Value That Television Provides
Source: 2012 GfK MRI Doublebase. Base: A18+
• A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Men 18-24 Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
5:07
9:46
Men 18-34Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Men 18-34 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
12%
88%
Men 18-34Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
M18-34 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
3.72.6
1.9
6.3
9.9 9.8
Broadcast Ad-Supported Cable
Total Day Men 18-34 Rating10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against M18-34 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
36.9
20.915.9
63.1
79.184.1
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast Men 18-34 Share10-Year Trend
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 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 18-34
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
ESPN
NBC Sports Network
Yahoo! Sports
USA Today Sports
NFL.com
Comedy Central
Adult Swim
College Humor
Break.com
Cracked.com
CNN
ABC News
Huffington Post
Yahoo!
USA Today
VEVO
TownSquare Media
MTV
Spotify
eHow Home & Garden
Houzz.com
HGTV
Scripps Networks
DoItYourself.com
The Weather Channel
Weatherbug
Accuweather.com
Weather Underground
MSN Weather
NBCU TV
Yahoo!
TV Guide
Discovery Networks
A+E Networks
Allrecipes
Food Network
Urbanspoon
BlogHer Food
My Recipes Network
Nickelodeon Kids & Teens
Disney Entertainment
CoolMath-Games.com
Addictinggames.com
Miniclip
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
ToneMedia
Top 5 Websites by Genre – M18-34
= Ad-supported cable brand
GSN
EA Websites
FreeRide Games
Yahoo! Games
NewGrounds.com
Gaming
Men 18-49 Spend More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day
Internet Newspaper Radio Television
9:49
4:25
14:4716:50
Men 18-49Time Spent (Weekly)
HRS:MIN
In Addition To Being Their Primary Source Of Entertainment, Men 18-49 Watch Television To Stay Current On Cultural Trends
Source: 2012 GfK MRI Doublebase. Base: A18+
• A majority of Men 18-49 watch TV to “keep updated with the latest styles and trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Men 18-49 Spend 10 Hours Per Week Watching Cable TV Programming, Greatly Exceeding Their Time Spent With Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
6:46
10:04
Men 18-49Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 18-49 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
16%
84%
Men 18-49Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
M18-49 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
4.43.5
2.6
6.8
9.8 10.2
Broadcast Ad-Supported Cable
Total Day Men 18-49 Rating10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against M18-49 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
38.9
26.220.4
61.1
73.879.6
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast Men 18-49 Share10-Year Trend
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 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 18-49
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
ESPN
NBC Sports Network
Yahoo! Sports
FOX Sports on MSN
USA Today Sports
Adult Swim
Comedy Central
Break.com
College Humor
Cracked.com
CNN
ABC News
Yahoo!
Huffington Post
USA Today
VEVO
TownSquare Media
MTV
Spotify
eHow Home & Garden
Houzz.com
HGTV
Scripps Networks
DoItYourself.com
The Weather Channel
Weatherbug
Accuweather.com
Weather Underground
MSN Weather
NBCU TV
Yahoo!
TV Guide
Discovery Networks
AOL
Allrecipes
Food Network
BlogHer Food
Urbanspoon
My Recipes Network
Disney Entertainment
Nickelodeon Kids & Teens
CoolMath-Games.com
Miniclip
Addictinggames.com
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
ToneMedia
Top 5 Websites by Genre – M18-49
= Ad-supported cable brand
GSN
EA Websites
FreeRide Games
Yahoo! Games
Zynga
Gaming
Men 25-54 Spend More Time With Television Than Any Other Media
Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day
Internet Newspaper Radio Television
9:55
4:44
16:0019:07
Men 25-54Time Spent (Weekly)
HRS:MIN
In Addition To Being Their Primary Source Of Entertainment, Men 25-54 Watch Television To Stay In The Know On Current Events & Cultural Trends
Source: 2012 GfK MRI Doublebase. Base: A18+
• A majority of Men 25-54 watch TV to “keep them up-to-date with trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Men 25-54 Spend More Than 10 Hours Per Week Watching Cable TV Programming
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
8:35
10:32
Men 25-54Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 25-54 Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
19%
81%
Men 25-54Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
M25-54 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
4.94.2
3.5
7.2
9.910.8
Broadcast Ad-Supported Cable
Total Day Men 25-54 Rating10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against M25-54 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
40.5
30.024.5
59.5
70.075.5
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast Men 25-54 Share10-Year Trend
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 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 25-54
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
NBC Sports Network
ESPN
Yahoo! Sports
FOX Sports on MSN
Turner Sports
Adult Swim
Break.com
Comedy Central
Huffington Post Comedy
TheChive.com
ABC News
CNN
Yahoo!
Huffington Post
USA Today
VEVO
TownSquare Media
Yahoo! Music
ToneMedia
eHow Home & Garden
HGTV
Scripps Networks
DoItYourself.com
Shelter Hub
The Weather Channel
Weatherbug
Accuweather.com
Weather Underground
MSN Weather
NBCU TV
Yahoo!
MSN TV
AOL
TV Guide
Allrecipes
Food Network
Urbanspoon
BlogHer Food
Taste Network
Disney Entertainment
CoolMath-Games.com
Nickelodeon Kids & Teens
Miniclip
AddictingGames.com
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
MTV
Top 5 Websites by Genre – M25-54
= Ad-supported cable brand
EA Websites
GSN
Yahoo! Games
Zynga
Gaming
FreeRide Games
Men 50+ Spend Almost As Much Time With Television Than All Other Major Media Combined
Internet: comscore. Radio: Radar reflects 55+, not 50+Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day
Internet Newspaper Radio Television
7:53 6:21
16:14
26:49
Men 50+Time Spent (Weekly)
HRS:MIN
To Men 50+, Television is Their Trusted, Primary Resource For Entertainment, Exploration, Information And Inspiration
Source: 2012 GfK MRI Doublebase. Base: A18+
• A majority of Men 50+ watch TV to “learn,” stay “informed” and enhance their “creativity” while seeing the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”
Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 50+ Demo
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
28%
72%
Men 50+Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
M50+ Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
7.67.0 6.9
9.3
11.4
13.1Broadcast Ad-Supported Cable
Total Day Men 50+ Rating10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against Men 50+ Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
45.138.1 34.4
54.961.9 65.6
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast Men 50+ Share10-Year Trend
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 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Outside of Newspapers, Men 50+ Are Much More Likely to Be “Heavy” Consumers of Television Than Any Other Media
Source: 2012 GfK MRI Doublebase. Base: A18+
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 50+
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
NBC Sports Network
Yahoo! Sports
ESPN
FOX Sports on MSN
Turner Sports
Huffington Post Comedy
Break.com
Adult Swim
Comedy Central
TheChive.com
ABC News
Yahoo
CNN
Huffington Post
NBC News
VEVO
Yahoo! Music
TownSquare Media
MTV
eHow Home & Garden
HGTV
Scripps Networks
Houzz.com
DoItYourself.com
The Weather Channel
Weather Underground
MSN Weather
Accuweather.com
Weatherbug
NBCU TV
Yahoo!
AOL
MSN TV
Huffington Post TV
Food Network
All Recipes
BlogHer Food
FOOD.com
My Recipes Network
Disney Entertainment
CoolMath-Games.com
Nickelodeon Kids & Teens
Miniclip
AddictingGames.com
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
AOL Music
Top 5 Websites by Genre – M50+
= Ad-supported cable brand
GSN
EA Websites
PCH.com
FreeRide Games
Yahoo! Games
Gaming