Nielsen’s Q1 Audience Report: Adults Consuming More TV, Radio Than Millennials

By Karen Fratti 

Nielsen’s Total Audience Report for Q1 of this year is live and they’ve tried to draw attention to comparable metrics across platforms and demographics. It can be confusing because various platforms are measured differently. From their report:

Confusion of basic metrics remains a problem. A very common error is to compare digital video starts or views with TV average audience. It may seem that tens of millions of video views is a much bigger number than a few million persons in the audience of a TV program, but the TV number is expressing viewers in the average minute of the program. The total number of persons exposed to a given telecast is a much larger figure, and generally speaking the Reach of a program in a month or a quarter is far larger than the Uniques attracted to the same piece of content online.

Some key findings? Adults are the ones watching the most television, across all devices, not teens. Black audiences watch more television than any other group, Hispanics are the most avid radio listeners, and Asian Americans watch most of their video on tablets, not big screens. Here are some more graphics from the full report, which you can find here, including their methodology.

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overall usageweekly reachmonthly time per mediumcable housedevices per house

All graphics via the Nielsen Company.

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