Friday, November 19, 2010

What Goes Up, Doesn't Come Down: Nielsen Finds TV Defying Multimedia Gravity

By Joe Mandese, MediaPost.

In a trend that appears to defy media planning logic, if not actual physics, America's consumption of TV continues to expand, despite the expansion of other multimedia options. In an update to its quarterly "State of the Media" reports, Nielsen Co. indicates that U.S. consumption of television continues to expand, albeit with a little help from a frenemy: the DVR.

The rate of TV consumption is, " essentially flat compared to the same period a year ago," Nielsen said, adding that, "the emergence of the DVR as a widely distributed device has changed viewing behaviors in many homes.

"The average person living in a DVR home watched 24.5 hours of DVR playback during this period," Nielsen continued. "Looking at demographic groups more closely, the age group that watched the most television by DVR playback was viewers age 25-34. That demographic watched 29.5 hours of DVR playback per month."

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