Performance Indicators : Television

We talk a lot about the digital revolution that traditional media is being put through: upheaval, readership and audience shrinkage, bankruptcy, pay walls… This post is a major update to a previous one “Traditional media performance indicators” (20 January 2010), however this one is segmented in that we’ll discuss only television in this post. Others will follow to cover individually television, radio, newspapers, magazines and other media platforms.

What’s the situation really like in 2011? Traditional media are not dead – not yet, and not for a while at least. They’re not all as strong as they’ve once been, but they still occupy an important place in the media landscape. Let’s look at the situation with television a bit:

Reach and use

  • 99% weekly reach (BBM A18+ 2009 average) which dominates all other media
    • 99% weekly reach in French Canada
    • (BBM reports 96%, PMB 97%), they spend 818 weekly (BBM reports 1,894, PMB 1,358)

Time Spent

  • 1,691 minutes weekly spent with TV (BBM 2009 average A18+) or 47% of total media time spent, 40% more than with radio.
    • 1,935 minutes weekly spent in French Canada, 51%
  • American men spend 10.7 hours weekly watching TV vs 11.2 for women (8ans et +) (TNS Newzoo BV)
  • 2-5 year old Americans watch 25 hours of TV weekly, 4.5 hours of DVD or video games + 90 minutes on DVR and 45 minutes with a VCR. (Nielsen) 50% of 2-11 year olds TV and Internet separately while the other 50% use both simultaneously. 60% of teens use both simultaneously.
  • 8-18 year olds (génération M2) watch an average 4:29 hours of TV daily or of a total media time of 10:45 (Kaiser Family Foundation – Harris Research)
    • Their daily TV time has gone from 3h05 in 1999 to 2h39 in 2009, DVD from 27 minutes to 32 minutes, time shifted TV from 14 minutes to 22 minutes.
    • They spend 24 minutes daily in 2009 watchin TV online, 16 minutes on their iPod and 15 minutes on their mobile phone
  • -1.1% time spent with TV in the US in 2010 (264min/day) vs 2009 (266.5min/day) which follows the 4.9% increase in 2009 vs 2008 (254min/day) (eMarketer 2010/12/29)
    • Americans spend 13 hours with TV weekly in 2010, up 5% since 2005. Internet is now on par with TV in 2010 (Forrester 2010/12/13)

Online Use

  • 21% of Quebec Internet users watch TV programs on their computer more than on their TV set (Ad Hoc Recherche)
  • 65% of American Internet users want to connect their TV to the Internet (eMarketer & Deloitt) (thanks @tomtsinas)
  • Online viewing is done by 13 to 54 year olds (22% of their TV viewing is online) in 2009 (Knowledge Networks – MediaDaily News)
    • That’s 30% for 18-34 year olds specifically.
  • 6% of total viewers in Canada watch TV only on the Internet, 29% watch TV on TV and Internet while 65% watch TV only on a TV set. (comScore 2009/12)
  • 40% of televisions build in the US in 2014 will be Internet enabled (Futurescape 2010/12)
  • 59% American TV viewers surf the web while watching TV. (Nielsen 2010/03)
    • 35 hours of live TV weekly + 2 hours time shifted
    • 3.5 of simultaneous tv+web usage weekly.
  • 24%  or 58.9M Adulte Americans wach complete TV episodes online in 2010 (eMarketer 2010/06), it’s expected to grow to 29% or 72.2M in 2011.
  • 34.5% of social media users between 18-34 years old watch TV online. (BIGresearch SIMM 2009/12/09)
    • 16.6% for 35-54 year olds
    • 8.3% for 55+
  • 36% believe TV is the best source for news in the US, BEHIND Internet at 44% (Rasmussen Reports 2010/09/27)
    • According to PEW, it’s 39% for a study published in 2010 = similar
    • 66% of Americans consume their news on TV (down 82% since 2002) vs 41% online (PEW 2011/01/05)

Ad spend, ROI and Trust



While you’re waiting for my future posts on other media’s performance indicators, please consult my previous posts:



  • momochii says:

    Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!

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