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Large differences in live vs. time-shifted viewing according to Nielsen survey --
Mon, 18 Aug 2014 13:31
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According to research from a Nielsen report of 25 to 54 year olds surveyed in May 2014, local TV markets in the US show large discrepancies with regards to live TV watching versus time-shifted and other video-on-demand (VOD) viewing.
At 70%, Pittsburgh viewers have the largest portion of prime-time live viewing, followed by Philadelphia at 68%, Minneapolis at 62% and New York and Baltimore both with 61%, according to Nielsen.
Registering less than half their TV viewing in live TV programming; at 44% Dallas has the lowest percentages of live viewing, closely followed by Houston at 47%, and Los Angeles at 49%. All those markets register less than half their TV viewing in live TV programming.
Dallas is the only market in the top 25 that has a higher percentage of time-shifted viewing (47%) than for live viewing (44%) with 9% of its viewing stemming from VOD. Houston and Los Angeles also have a high amount of time-shifted viewing in prime time with 44% for Houston and 45% for Los Angeles.
According to Nielsen s June 2014 NPower report, in the top 25 markets in prime time, more than half (56%) view TV shows live, 34% time-shift within seven days and only 10% using VOD. In terms of overall results, regarding total day live viewing, with both at five hours and 19 minutes Pittsburgh along with Detroit are at the top of the list. Tampa and Philadelphia are both at five hours and 16 minutes. San Francisco is at three hours and 27 minutes followed by Denver at three hours and 37 minutes, Seattle at three hours and 39 minutes, and Los Angeles at three hours and 49 minutes.
Registering the highest time-shifted viewing overall; St. Louis is at 49 minutes, Detroit and Orlando, each with 46 minutes, and Cleveland at 45 minutes.
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