Nielsen News: Today’s TV viewing – growth, evolution and watching sports

Interested in news from global Nielsen? Read on.

For the win: Out-of-home viewers of fall sports on linear TV watch in multiple locations and are engaged

Younger consumers, typically Millennials, are always on the go—from visiting family to working out to connecting with colleagues at happy hour. While they live busy lifestyles, they also like to stay connected to what’s happening with their favorite sports teams. And that means these highly engaged viewers look for ways to stay connected to the latest scores and catch a game regardless of where they are.

Across the many places to catch a game, restaurants, bars and someone else’s home are top destinations for fall sports viewing and social engagement. To find out just how influential these locales are during the fall sporting season, Nielsen conducted a recent analysis of out-of-home (OOH) viewing on linear TV among people 18-plus who watched MLB World Series, MLS, NBA, NCAA Football and NFL programming.

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Super Bowl LIII 98,2 million TV viewers, 32,3 million social media interactions

According to preliminary results from Nielsen, the telecast of Super Bowl LIII on CBS, which ran from 6:32 ET p.m. to 10:05 ET p.m., drew an average TV audience of about 98.2 million viewers who tuned in to watch the Los Angeles Rams take on the New England Patriots.

The game had a preliminary 41.1 U.S. household rating and was viewed in an average of 49.3 million homes, featured grueling defensive performances from the top-two offenses of the 2018 postseason.

When it comes to the social nature of the game, in the U.S., there were 32.3 million social media interactions across official Facebook, Instagram and Twitter accounts and fan Twitter accounts about Super Bowl LIII on CBS on Feb. 3, 2019.

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How the growth and evolution of the over-the-air TV home fits into today’s viewing landscape

Over-the-air (OTA) TV—the programming that we all have access to even if we don’t have a cable or satellite programming subscription—is becoming a big thing again. In fact, it’s one of the best things to happen to cord cutters and cord shavers, as it offers them free TV through a digital antenna. Even better, with the shift to digital broadcasting a decade ago, they’re getting even more channels for free—and in great HD quality.

So what do we know about OTA households? We recently dived into the data to find out more about them—particularly, how many there are, what they look like and how they consume media.

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Media melting pot: Diverse consumers are driving usage on handheld platforms

Measuring audiences (from newer generation) has become increasingly pertinent—not only because of the value of representation, but because these audiences are helping to shape the future of how we consume and communicate. Women and multicultural consumers have become a driving force in tech and media, particularly when it comes to handheld devices. Mobile devices’ avenues for content and their wide availability are giving power to these diverse groups.

According to Nielsen’s Media Pulse—a series of thought leadership briefs that summarize pressing issues and trends in media—women drive content consumption on smartphones and tablets.

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