Zinda + Partners LLC

Television Really Sizzles in the Summer


Advertisers are increasingly focused on premium video content—wanting to be sure that their ads are placed on programming that people want to watch and that the content won’t damage their brand. In its first major report since broadcast and cable networks teamed up to create the Video Advertising Bureau (from the former Cabletelevision Advertising Bureau), the VAB explains how television networks rule summer programming, with more new series than any competing content source—and dominance across all screens.

Ad-supported television networks have announced more than 70 new programs for the summer, by VAB’s tally. That cuts across more than 40 broadcast and cable networks. Meanwhile, Netflix has announced five. Those new TV shows, combined with a large mix of continuing established programming, “will offer viewers original content every day of summer,” says VAB.

When it comes to reach, no other medium even comes close to TV in the summer. VAB says Persons 2+ reach over the summer, as calculated by Nielsen, is 97%. By demo, the percentages range from 94% for Persons 18-24 and 95% for Persons 18-34 to 96% for Persons 18-49 and 97% for Persons 25-54. That leaves out hardly anyone when it comes to summertime TV viewing.

Looking at Nielsen Npower data from last summer, VAB finds that “the depth of new, original content drives people to TV brands across screens.” During July 2014 Persons 2+ spent an average 136 hours, 25 minutes with ad-supported TV brands, including 100 hours, 28 minutes watching the TV screen, 22 hours, 16 minutes on a computer and 13 hours, 41 minutes on a mobile device. That compared to a total 17 hours, 23 minutes on the four portals (Google, MSN, AOL and Yahoo!), including 13 hours, 13 minutes on a computer and 4 hours, 10 minutes on a mobile device, and to a total of 17 hours, 56 minutes on Facebook, including seven hours, 2 minutes on a computer and 10 hours, 54 minutes on a mobile device.

The same trends hold up for the younger demos as well. In Adults 18-49, Adults 18-34 and Adults 18-24 television content still beats the four portals or Facebook in time spent on the computer screen or on mobile screens. And, of course, time spent watching TV content on a TV screen dwarfed the time spent watching other screens— even if you added the TV streaming time to the time spent with the four portals and Facebook.

“Almost four times more time is spent with ad-supported TV brands across screens during the summer months than with the four portals and Facebook combined,” said VAB.