Interested in news from global Nielsen? Read on.
Out-of-Home Viewing is Helping Boost Linear TV Viewership Amid 24/7 News Cycle
Despite content fragmentation across devices and platforms, linear TV remains a primary source of news for U.S. adults, and not just in the comfort of their homes. Today, news on linear TV transcends location, as people of all ages and walks of life readily turn to the news everywhere throughout their daily lives. To understand where U.S. adults are viewing news OOH (out-of-home) and which dayparts drive high engagement, Nielsen conducted an analysis of OOH news viewing on linear TV among people 18-plus through two surveys: one for the general population and one for Hispanic respondents. The surveys focused on respondents’ OOH viewing of local, broadcast network and cable news programs.
TV Keeps Us Entertained Out-of-home
U.S. consumers constantly watch entertainment programs regardless of where they are throughout the day. And while viewers go about their days, they seek out new and existing TV programming, along with tent pole events like award shows and special events, at an array of venues—not just at home. Whether it be at a gym or a hotel room, people gather just about anywhere to binge new comedy programs, check out movies and participate in viewing parties.
Entertainment Everywhere: Younger Audiences Roll Out the Red Carpet to Watch Outside the Home
In today’s landscape wrought with device fragmentation, content choices and unique consumption habits, younger audiences have seemingly been an enigmatic group that encapsulates these variables. While media fragmentation has facilitated an intricate web of media behaviors in younger adult audiences, a recent Nielsen report uncovered that these consumers are actually quite fond of watching TV—specifically the entertainment genre—outside of their own homes and with the companionship of others.