FOLLOW US
September 24, 2020 | Authored By
The video landscape is now more complicated than ever, and our industry has yet to reach a broad consensus on how to best engage viewers and drive them to action. In NBCUniversal’s One Audience Trends report, we identify video consumption trends with audiences from across our wide-reaching properties, analyze the impact of these shifts, and provide insight into how marketers can transform how they do business. Learn more by downloading the full report below.
Report at a Glance
- Learn informative and actionable insight into consumption trends with a more holistic view of how audiences consume premium content across all screens.
- See the interplay between linear, on-demand, and digital viewership, and the transformative effect it will have on the future of ad buying and planning.
- Understand what adapting to these changing consumer norms means for marketers through cross-platform planning that has delivered greater impact across several NBCU campaigns.
Contact our Insights and Measurement team with any questions.
Sources
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“Proportion of viewing that is time-shifted (streaming, on-demand, digital)”
“Proportion of viewing that is time-shifted (streaming, on-demand, digital)”
- Sources: (1) Broadcast: Average Episode Rating — DAVD – TAMI, NMR P18-34, P35-49, P50+; NBC, Oxygen, Syfy, E!, Bravo, USA Prime Entertainment Originals, Excludes Specials (9/23/19-4/26/20) — all platforms/devices thru 35 days. Digital ratings based on time spent divided by title duration via Comscore OnDemand Essentials, Hulu Partner Portal and NBCDigital – Adobe Analytics (apps & web) w/ demo factors from ComScore/Nielsen TIC; FEP Only.
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“Digital Viewership Growth across NBCU”
- Source: NBCU Internal DAVD data [Inc. Desktop/Mobile/Connected TV: Hulu Partner Portal, On Domain TVE (Adobe Analytics), dMVPD partners, OVD, and Off domain TVE (MVPD partners); Set Top Box = comScore Rentrak]. Time Period: 19/20TD: Oct’19-Apr’20, 18/19TD: Oct’18-Apr’19 average monthly video minutes. Includes FEP and shortform video. Minutes are underreported due to certain datasources not reporting out minutes. Inclusive of Linear pass through and DAI video. See notes for Vertical definitions by brand. Brands excluded: Chiller, CoziTV, Fandango, LXTV, New England Cable News, RSN. Telemundo Deportes no longer measured as of Q4’19. *Due to disparate sports properties’ naming conventions, the “Sports*” vertical captures some – but not all viewership – for all relevant sports brands, since some fall into the “NBC” bucket for example (which is entirely bucketed under “Entertainment” vertical).
“Watch-time by network (A18-49)”
- Source: Linear: Nielsen Media Research, A18-49, LSD, Time Spend Viewing TV = AA*Duration. Digital: DAVD Minutes. Includes short form and long form. (9/23/19 – 4/26/20
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“97% of consumption in a typical NBCU campaign occurs on a TV screen, either via linear, CTV or STB VOD.”
- Source: Linear: Nielsen Media Research, A2+, LSD, Time Spend Viewing TV = AA*Duration. Digital: DAVD. Includes short form and long form. Networks included Bravo, E!, NBC, Oxygen, Syfy, & USA. TV screen includes Linear, STB, & CTV (9/23/19 – 8/23/20)
“74% of NBCU digital content is watched on a TV screen.”
- Source: NBCU Internal DAVD data, [Inc. Desktop/Mobile/Connected TV: Hulu Partner Portal, On Domain TVE (Adobe Analytics), dMVPD partners, OVD, and Off domain TVE (MVPD partners); Set Top Box = comScore Rentrak]. Time Period: 19/20TD: Oct’19-Apr’20, 18/19TD: Oct’18-Apr’19; average monthly video mins. Includes FEP and shortform video. Totals include “Other”. Minutes are underreported due to certain datasources not reporting out minutes. Inclusive of Linear pass through and DAI video. TV Screen = Connected TV & STB. Mobile = Mobile & Tablet.
Pages 6-11
- Sources: (1) Broadcast: Average Episode Rating — DAVD – DAILY TAMI, NMR P18-49; Prime Entertainment Originals, Excludes Specials, (9/23/19-4/26/20) — all platforms/devices thru 35 days. Digital ratings based on time spent divided by title duration via Comscore OnDemand Essentials, Hulu Partner Portal and NBCDigital – Adobe Analytics (apps & web) w/ demo factors from ComScore/Nielsen TIC; FEP Only.
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“Week average proportion of total viewership”
- Source: Linear: 09/10: Nielsen Media Research, A18-49 LSD, Time Spend Viewing TV = AA*Duration. (9/21/09 – 6/27//10) 19/20: Broadcast: Average Episode Rating — DAVD – DAILY TAMI, NMR P18-49; Prime Entertainment Originals, Excludes Specials and Excludes Sports, (9/23/19-06/28/20) — all platforms/devices thru 35 days. Digital ratings based on time spent divided by title duration via Comscore OnDemand Essentials, Hulu Partner Portal and NBCDigital – Adobe Analytics (apps & web) w/ demo factors from ComScore/Nielsen TIC; FEP Only.
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“Expanding your reach”
- Source: Custom research for 10 single platform campaigns, 20 cross-platform campaigns
“Driving results across all KPIs”
- Source: custom research (vendors vary), average of test cells for 87 measured 2+ platform campaigns vs. 55 measured single platform campaigns (linear, digital and/or social); Jun 18 – May 20; top 2 box brand familiarity, purchase consideration and purchase intent; all differences are statistically significant at 90% confidence level.
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“+75% better lift on cross-platform vs TV only”
- Source: Measurement Partner: DataPlusMatch (Vizio Viewership), Campaign Dates: 10/13 to 12/30, Attribution Window: 14 Days, Primary KPI: Site Visitation, Platforms: Optimized Linear, Targeted Digital Display & Digital Video