《8月地域收视差异报告.pdf》由会员分享，可在线阅读，更多相关《8月地域收视差异报告.pdf（17页珍藏版）》请在三一文库上搜索。
1、1 NIELSENS LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company LOCAL WATCH WHERE YOU LIVE AND ITS IMPACT ON YOUR CHOICES AUGUST 2014 2 NIELSENS LOCAL MULTI-MEDIA REPORT LOCAL MAKES ALL THE DIFFERENCE WHERE WE LIVE IMPACTS HOW WE WATCH Amid a changing landscape of media consumption and consume
2、r habits, the unique nature of local markets stands out as a major differentiator. The choices we make each day about what to watch and what to buy are greatly influenced by our immediate surroundings, our communities, towns and cities. Today there is more content than ever before being offered on m
3、ore and more devices and across platforms; smartphones are now nearly ubiquitous, tablet penetration is approaching 50 percent, smart TVs are gaining traction and the concept of time-shifting is no longer the sole domain of the in-home DVR. Across the country, live television continues to dominate v
4、iewing, and from the local news we watch to how we watch it, your community has a unique fingerprint. This quarter we turn our attention to two local markets with distinctive characteristics apart from their geography: San Francisco and Cincinnati. As Americans take in the last few weeks of summer f
5、un and entertainment and begin to ponder what issues are most important to them in the upcoming mid-term elections, we profile the unique insights that our spotlight local markets deliver for marketers and broadcasters looking to tailor their messages in just the right way. 3 NIELSENS LOCAL MULTI-ME
6、DIA REPORTCopyright 2014 The Nielsen Company Source: Local Custom Toolbox, MAY2014, Persons 25-54, Time Spent Average Daily HH:MM, Live PUT, XPLT & OTT among all LPM markets AVERAGE TIME SPENT PER DAY (HH:MM) WHILE VIEWING IS INCREASINGLY FRAGMENTED, LIVE TV STILL MAKES UP THE BULK OF HOW WE WATCH L
7、IVE TVTIME-SHIFTINGOVER THE TOP STREAMING 5:19 0:40 3:27 0:38 0:12 3:37 0:38 0:10 3:39 0:39 0:09 3:49 0:37 0:06 3:51 0:27 0:09 3:54 0:38 0:07 4:09 0:39 0:07 4:09 0:35 0:05 4:13 0:39 0:09 4:16 0:30 0:04 4:16 0:43 0:06 4:19 0:48 0:15 4:23 0:45 0:07 4:25 0:41 0:06 4:30 0:33 0:07 4:34 0:49 0:06 4:38 0:3
8、8 0:05 4:45 0:45 0:07 4:47 0:39 0:08 4:51 0:46 0:06 4:53 0:31 0:05 5:04 0:33 0:07 5:16 0:37 0:09 5:19 0:46 0:03 0:07 SAN FRANCISCO DENVER SEATTLE LOS ANGELES MINNEAPOLIS PORTLAND BOSTON WASHINGTON DC HOUSTON MIAMI PHOENIX SACRAMENTO DALLAS CHICAGO NEW YORK ST. LOUIS ATLANTA CLEVELAND CHARLOTTE ORLAN
9、DO BALTIMORE PHILADELPHIA TAMPA DETROIT PITTSBURGH 4 NIELSENS LOCAL MULTI-MEDIA REPORT AVERAGE TIME SPENT BY HISPANICS PER DAY (HH:MM) AVERAGE TIME SPENT BY AFRICAN AMERICANS PER DAY (HH:MM) Source: Local Custom Toolbox, MAY2014, Persons 25-54, Time Spent Average Daily HH:MM, Live PUT, XPLT & OTT am
10、ong top LPM markets LIVE TV TIME-SHIFTING OVER THE TOP STREAMING 3:49 4:30 3:27 3:21 3:29 3:26 3:42 3:52 4:04 3:59 0:22 0:26 0:17 0:20 0:15 0:26 0:29 0:37 0:29 0:19 0:02 0:04 0:03 0:08 0:02 0:02 0:10 0:04 0:18 0:07 LOS ANGELES NEW YORK MIAMI HOUSTON DALLAS CHICAGO SAN FRANCISCO PHOENIX SACRAMENTO DE
11、NVER 6:34 6:37 7:31 5:30 7:49 6:05 6:51 6:39 6:48 5:35 0:48 0:34 0:57 0:36 0:57 0:41 0:06 0:01 0:11 0:05 0:04 0:05 0:06 0:05 0:04 0:03 NEW YORK ATLANTA CHICAGO WASHINGTON DC PHILADELPHIA LOS ANGELES HOUSTON DALLAS DETROIT MIAMI LIVE TV TIME-SHIFTING OVER THE TOP STREAMING 0:34 0:39 0:39 0:30 5 NIELS
12、ENS LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company Source: Nielsen NPOWER, June 2014, Based on the ratings for primetime telecasts with recently telecast VOD contribution among externally reportable networks, includes only programming encoded for measurement, Live+7, P18+ in LPM markets
13、TIME-SHIFTING IN PRIMETIME TIME-SHIFTING AND VOD IN PRIMETIME As consumers become more aware of their on-demand options and media companies and distributors make more content available, time- shifting and video-on-demand content becomes more common. 62% 56% 49% 47% 52% 52% 44% 55% 58% 54% 60% 61% 58
14、% 25% 33% 45% 44% 37% 35% 47% 33% 34% 37% 26% 27% 31% 13% 12% 7% 9% 11% 13% 9% 12% 8% 8% 14% 12% 10% MINNEAPOLIS MIAMI LOS ANGELES HOUSTON DETROIT DENVER DALLAS CLEVELAND CHICAGO CHARLOTTE BOSTON BALTIMORE ATLANTA 56% 59% 60% 58% 57% 55% 53% 53% 70% 51% 68% 55% 61% 34% 32% 33% 34% 29% 37% 37% 34% 19
15、% 42% 22% 36% 31% 10% 10% 7% 8% 14% 9% 9% 13% 11% 6% 10% 9% 9% 25 MARKET AVG WASHINGTON DC TAMPA ST LOUIS SEATTLE SAN FRANCISCO SACRAMENTO PORTLAND PITTSBURGH PHOENIX PHILADELPHIA ORLANDO NEW YORK LIVE VIEWING TIME-SHIFTED VIEWING WITHIN 7 DAYS VIDEO ON DEMAND (VOD) 6 NIELSENS LOCAL MULTI-MEDIA REPO
16、RT STREAMING CONTENT VIA YOUR TELEVISION Source: Nielsen Custom Data, SmartTV Capable and Enabled HHs based on installed counts, May 2014 AS SMART TV PENETRATION INCREASES, MORE AND MORE HOUSEHOLDS HAVE ACCESS TO STREAMING CONTENT DIRECTLY THROUGH THEIR SET. 17% 16% 14% 14% 14% 14% 13% 13% 13% 13% 1
17、3% 12% 12% 12% 12% 12% 11% 11% 11% 11% 11% 10% 10% 9% 8% +8% +10% +6% +5% +5% +7% +7% +6% +6% +7% +4% +5% +5% +6% +7% +5% +4% +4% +5% +2% +6% +4% +5% +4% +3% SMART TV OWNERSHIPDIFFERENCE YOY IN PERCENTAGE POINTS PITTSBURGH CLEVELAND PHILADELPHIA ST. LOUIS CHARLOTTE DENVER DETROIT MIAMI PORTLAND TAMP
18、A ORLANDO HOUSTON PHOENIX ATLANTA CHICAGO BOSTON MINNEAPOLIS BALTIMORE SACRAMENTO NEW YORK SEATTLE WASHINGTON DC LOS ANGELES DALLAS SAN FRANCISCO 12% OF ALL HOUSEHOLDS HAVE A SMART TV 7 NIELSENS LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company SMARTPHONE AND TABLET PENETRATION BY LPM MARKE
19、T Source: Mobile Insights, Persons 13+, MAY2014Source: NPOWER, HHs, Tablets 1+, MAY2014 sweep measurement OWN A SMARTPHONEOWN A TABLET 82% ORLANDO 78% DALLAS 78% MIAMI 78% HOUSTON 78% SAN FRANCISCO 78% WASHINGTON DC 78% SACRAMENTO 78% DENVER 77% PHOENIX 76% ATLANTA 76% LOS ANGELES 74% BALTIMORE 74%
20、TAMPA 74% CHICAGO 73% PORTLAND 72% ST. LOUIS 72% CHARLOTTE 72% NEW YORK 72% PHILADELPHIA 71% MINNEAPOLIS 71% BOSTON 69% SEATTLE 68% DETROIT 61% PITTSBURGH 61% CLEVELAND 56% WASHINGTON DC 53% SAN FRANCISCO 53% ATLANTA 52% BOSTON 48% CHICAGO 47% NEW YORK 47% PORTLAND 46% DETROIT 45% BALTIMORE 45% ORLA
21、NDO 44% DENVER 44% SACRAMENTO 42% LOS ANGELES 42% PHILADELPHIA 41% MINNEAPOLIS 41% CLEVELAND 41% SEATTLE 41% TAMPA 39% HOUSTON 38% DALLAS 37% PITTSBURGH 36% PHOENIX 35% CHARLOTTE 34% MIAMI 33% ST. LOUIS 41% 72% 8 NIELSENS LOCAL MULTI-MEDIA REPORT SMARTPHONETABLET TOTAL US NEW YORK PHOENIX DENVER CHI
22、CAGO SAN FRANCISCO SACRAMENTO DALLAS HOUSTON MIAMI LOS ANGELES 79% 87% 86% 85% 82% 82% 82% 81% 79% 77% 74% TOTAL US CHICAGO NEW YORK SAN FRANCISCO SACRAMENTO MIAMI HOUSTON LOS ANGELES DENVER DALLAS PHOENIX 42% 55% 52% 50% 46% 41% 40% 37% 35% 35% 30% Source: NPOWER, Hispanic/Black P2+, Tablets 1+, MA
23、Y2014Source: Mobile Insights, Hispanic/Black P13+, MAY2014 SMARTPHONE & TABLET PENETRATION AMONG HISPANICS SMARTPHONETABLET TOTAL US WASHINGTON DC ATLANTA DETROIT NEW YORK CHICAGO PHILADELPHIA MIAMI LOS ANGELES HOUSTON DALLAS TOTAL US MIAMI DETROIT WASHINGTON DC LOS ANGELES ATLANTA HOUSTON CHICAGO N
24、EW YORK DALLAS PHILADELPHIA 42% 61% 54% 51% 50% 49% 40% 38% 38% 32% 31% 77% 92% 82% 81% 77% 75% 75% 75% 74% 72% 60% SMARTPHONE & TABLET PENETRATION AMONG AFRICAN AMERICANS 9 NIELSENS LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company CINCINNATI SAN FRANCISCO LOCATION, LOCATION, LOCATION Pain
25、ting the entire country with the same brush doesnt work during an election year, nor does it apply when considering how consumers spend their time and money during summer leisure season. Savvy broadcasters and marketers know that a tailored approach that is sensitive to the unique factors of each lo
26、cal market will generate the best results. To illustrate this concept, we have chosen San Francisco, CA and Cincinnati, OH to compare and contrast. A brief profile of demographics, media trends, entertainment, vacation and voting behavior will underscore how no two markets are alike. 10 NIELSENS LOC
27、AL MULTI-MEDIA REPORT 1 PERSON 2 PERSON 3 PERSON 4 PERSON 5+ PERSON LOCAL MARKET PROFILE Source: San Francisco Scarborough R 1 2014 (Feb 2013 Jan 2014) DMA Households and Rank based on 2013-2014 Nielsen Local TV Market Universe Estimates Source: Cincinnati Scarborough R 1 2014 (Mar 2013 Feb 2014) SA
28、N FRANCISCO, CA $95,070$66,530 CINCINNATI, OH AVERAGE HH INCOME DMA RANK #6 2,518,900 HHS HH SIZEHH SIZEPRESENCE OF KIDSPRESENCE OF KIDS AVERAGE HH INCOME DMA RANK #35 908,440 HHS HS GRADCOLLEGE GRADPOST GRADHS GRADCOLLEGE GRADPOST GRAD NOT EMPLOYEDNOT EMPLOYEDBLUE COLLARBLUE COLLAR WHITE COLLARWHIT
29、E COLLAR WHITEHISPANICWHITEHISPANIC AFRICAN AMERICANASIAN OR OTHERAFRICAN AMERICANASIAN OR OTHER 54% 22% 6% 18% 53%23% 15% 37%18%45% 1 PERSON 2 PERSON 3 PERSON 4 PERSON 5+ PERSON 12% 29% 20% 20% 19% 14% 33% 20% 18% 16% AGE 5 AND UNDER AGE 6-11 AGE 12-17 16% 17% 18% AGE 5 AND UNDER AGE 6-11 AGE 12-17
30、 16% 17% 20% 67%17% 9% 41%25%34% 85% 2% 2% 11% 11 Copyright 2014 The Nielsen Company HOURS OF TV VIEWING PER MONTH LOCAL MARKET PROFILE Source: San Francisco Scarborough R 1 2014 (Aug 2013 Jan 2014)Source: Cincinnati Scarborough R 1 2014 (Sep 2013 Feb 2014) SAN FRANCISCO, CACINCINNATI, OH 121 37% 37
31、% 26% 19% VISITED A BROADCAST TV WEBSITE IN PAST MONTH WATCHED VIDEO ON DEMAND IN PAST MONTH PLAYED A GAME ON A MOBILE DEVICE IN PAST MONTH WATCHED TV CONTENT ON A MOBILE DEVICE IN PAST MONTH INTERNET SITES VISITED/APPS USED IN THE PAST MONTH 141 42% 27% 24% 12% FACEBOOKFACEBOOKYOUTUBETWITTER 59% 13
32、% 50% YOUTUBETWITTER 61% 12% 43% DMA Households and Rank based on 2013-2014 Nielsen Local TV Market Universe Estimates / Hours of TV Viewing based on May 2014 Live+7 Total Day for P18+ 12 NIELSENS LOCAL MULTI-MEDIA REPORT MOVIES, CONCERTS & THEME PARKS Source: Nielsen Scarborough USA+ R 2, 2013 (Aug
33、 2012 Sep 2013) How to Read: Adults 18+ in San Francisco are 17 percent more likely to see a movie in the past month than the rest of the US WHERE WE LIVE IMPACTS OUR ENTERTAINMENT CHOICES SAN FRANCISCO, CACINCINNATI, OH U.S. AVERAGEU.S. AVERAGE 117 129 106 INDEX INDEX INDEX INDEX INDEX INDEX 86 96
34、138 SAW MOVIE PAST MONTH ATTENDED MUSIC CONCERT IN THE PAST YEAR VISITED THEME PARK IN THE PAST YEAR 13 NIELSENS LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company STAY OR GO: VACATION CHOICES BY MARKET TAKE AIRLINE VACATIONS PREFER PACKAGE VACATIONS PREFER LONG VACATIONS Source: Nielsen Sca
35、rborough USA+ R 2, 2013 (Aug 2012 Sep 2013). GfK/MRI Attitudinal Insights Data How to Read: Adults 18+ in San Francisco are 55 percent more likely to take airline vacations than the rest of the US LEISURE TRAVEL OPTIONS DIFFER ACROSS THE COUNTRY U.S. AVERAGEU.S. AVERAGE SAN FRANCISCO, CACINCINNATI,
36、OH 155 93 110 INDEX INDEX INDEX INDEX INDEX INDEX 79 102 96 14 NIELSENS LOCAL MULTI-MEDIA REPORT POLITICAL ENVIRONMENTS DIFFER BY MARKET LOCAL MEDIA CAN MAKE OR BREAK THE OUTCOME OF AN ELECTION SAN FRANCISCO, CACINCINNATI, OH DEMOCRAT REPUBLICAN ALWAYS VOTE IN STATEWIDE ELECTIONS U.S. AVERAGEU.S. AV
37、ERAGE 153 55 125 INDEX INDEX INDEX INDEX INDEX 88 112 98 Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 Sep 2013). Party affiliation based on registered voters How to Read: Adults 18+ in San Francisco are 53 percent more likely to identify as Democrats than the rest of the US INDEX 15 NIELSENS
38、 LOCAL MULTI-MEDIA REPORTCopyright 2014 The Nielsen Company POLITICAL ISSUES DIFFER BY MARKET COMMUNITY MINDSET HAS A BIG INFLUENCE ON POLITICAL ATTITUDES SAN FRANCISCO, CACINCINNATI, OH “I SUPPORT POLITICIANS BASED ON ENVIRONMENTAL POSITIONS” “BUYING AMERICAN PRODUCTS IS IMPORTANT TO ME” “CONTRIBUT
39、ED MONEY TO A POLITICAL ORGANIZATION IN THE PAST YEAR” U.S. AVERAGEU.S. AVERAGE 205 91 127 INDEX INDEX INDEX INDEX INDEX INDEX 105 104 117 Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 Sep 2013). GfK/MRI Attitudinal Insights Data How to Read: Adults 18+ in San Francisco are twice as likely to
40、 support politicians based on environmental positions than the rest of the US 16 NIELSENS LOCAL MULTI-MEDIA REPORT SOURCING & METHODOLOGIES GLOSSARY TV HOUSEHOLD: Nielsen now defines a TV household as a home with at least one operable TV/monitor with the ability to deliver video via traditional mean
41、s of antennae, cable STB or Satellite receiver and/or with a broadband connection. TRADITIONAL TV: Watching live or time-shifted content on a television set. OVER-THE-TOP CONTENT (OTT): Over-the-top content describes broadband delivery of video and audio without a multiple system operator being invo
42、lved in the control or distribution of the content itself. SMART TV: A smart TV, referred to as a connected TV or hybrid TV, describes a trend of integration of the Internet and Web 2.0 features into television sets and set-top boxes. VIDEO ON DEMAND (VOD): Or audio and video on demand (AVOD) are sy
43、stems which allow users to select and watch/listen to video or audio content on demand. ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online
44、 intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit . Copyright 2014 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 14/7925 NIELSENS LOCAL MULTI-MEDIA REPORT