Transcript Document

Media Consumption Habits
Teens
Teens
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
Teens
All
Respondents
Television
52%
75%
Computer
43%
28%
Smartphone
2%
3%
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
Television
Computer
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?
Smartphone
Tablet
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%
71%
Look up information online about an
advertisement currently watching
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
General News
Kids
ESPN
College Humor/Cracked
CNN
ToneMedia
Nickelodeon Kids & Teens
NBC Sports Network
Adult Swim
ABC News
Spotify
CoolMath-Games.com
Bleacher Report
Cheezburger
NBC News
MTV
Disney Entertainment
USA Today Sports
Comedy Central
USA Today
Soundcloud
Poptropica
FOX Sports on MSN
Break.com
CBS News
CBS Interactive
PBSKids.Org
Weather
TV Entertainment
Food
Gaming
The Weather Channel
NBCU TV
Allrecipes
GSN
Weatherbug
A+E Networks
BlogHer Food
EA Websites
Accuweather.com
TV Guide
Food Network
FreeRide Games
MSN Weather
PBS.org
MyRecipies.com
Spil Games
Yahoo! Weather
Discovery Networks
About.com Food
Wild Tangent
= Ad-supported cable brand
Source: CAB analysis of comScore data, March 2014. Teens: 13-17. Top sites by category