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March 17, 2020

Nielsen: Crisis Will Further Drive Up Media Consumption

Nielsen: Americans' media consumption was already at historically high levels, averaging 12 hours per day, and three-quarters have been adding streaming subscriptions and TV-connected devices, which give them even more media options. Nielsen said that staying put can lead to almost a 60% increase in the amount of content watched. “Considering that consumers around the globe are already leaning into the growing ray of content options and channels, a 60% increase is significant,” the report said. Viewers will also be tuning in to get the latest news about the pandemic, said Nielsen, which notes big jumps in viewing already in other countries. For shut-ins, media can also be a way to pass the time, find solace and stay in touch with others... When a two-foot snowfall hit the New York area, TV usage that Saturday rose 45% from the previous Saturday and was 49% higher than the next Saturday after the blizzard. During Harvey, total TV use rose 56% from the preceding period and was 40% higher than the period following the storm... Nielsen data suggest that people who work remotely Monday through Friday watched three hours more each week on traditional TV that people in offices. Remote workers spend more time watching on tablets and increase their amount of time listening to the radio.Nielsen looked at what viewers were watching and found increases in feature films, news and general entertainment programming. Nielsen also found a 61% increase in streaming.More recently outside the U.S., TV viewing in South Korea jumped 17%--or 1.2M viewers--after early reports about COVID-19 in early February. In Italy, the Italian Joint Industry Committee reported a 6.5% increase in TV viewing in hard-hit Italy during the last week in February and a 12% jump in the country’s Lombardy regions--where severe quarantines were first put in effect... When consumers watch more, they might be willing to listen to brand messages. “But in an outcomes-based world where marketing ROI means converting brand messages into sales for services or products, these consumers may not risk leaving their homes to spend. Instead, they may opt to lean into the click-to-buy route,” the report said.The COVID-19 virus is also likely to increase usage of social media, Nielsen said"...


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