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Timeshifting

Timeshifting refers to recording content for later viewing

Traditional TV Viewing Increases, Along with Timeshifting TV, Online Video, and Mobile Video

Tue, 07/08/2008 - 20:04 — anne

So says Nielsen, based on findings which compared video and TV usage across the ‘three screens’ – television, internet and mobile devices.

As of May 2008, the average American watched 127 hours, 15 minutes of TV per month a 4% increase from May, 2007, while also spending 9% more time on the Internet (26 hours, 26 minutes per month.)

A small but growing number of Internet and mobile phone users are watching video online (2 hrs, 19 min per month) and on their cell phones (3 hrs, 15 min per month.) And the short-term effect of DVRs has been minimal; although ‘timeshifted’ TV viewing has increased, the average user spends 5 hours 50 minutes on timeshifted TV per month, up from 3 hours 44 minutes from last year, representing less than 5% of total viewing. 

One of the most interesting findings was that “while the number of mobile video users is relatively small at about 4 million, the video usage these early adopters report is impressive, perhaps due to 'always available' mobile devices. It is an early indicator of how this technology is becoming more commonplace among mobile users.”


Time Spent in Hours: Minutes per Month - May 2008

K2-11
 T12-17
 A18-24
 A25-34
 A35-44
 A45-54
 A55-64
 A65+
On Traditional TV*
 87:00
 89:09
 103:27
 118:59
 124:01
 145:03
 159:59
 177:50
Watching Timeshifted TV*
 4:16
 3:36
 3:55
 9:28
 8:13
 6:46
 5:49
 2:57
Using the Internet**
 4:58
 12:01
 12:18
 29:00
 38:47
 33:52
 34:44
 26:01
Watching Video Online**
 1:30
 1:45
 3:41
 3:22
 2:48
 2:03
 1:33
 1:12
Mobile Video Subscribers Watching Video on a Mobile Phone^
 n/a^^
 05:25^^
 3:02
 3:36
 2:53
 2:53
 2:10
 n/a°

For a copy of Nielsen’s Three Screen Report, visit http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf.

Source: The Nielsen Company

* TV includes live viewing plus any playback viewing; Timeshifted TV is playback primarily on a DVR but
including playback on services like Start Over as well as playback from a DVD recorder.
** Internet figures are from home and work. Hours:minutes are based on the universe of persons who
watch online video.
^ Survey results reported in April 2008, this is a Q1 2008 estimate of only those mobile subscribers that
subscribe to and use video on their mobile phone, over the past 30 days.
^^ Nielsen Mobile’s survey reports mobile video usage for those users 13 and older. Thus, 12-17 is
T13-17 for all mobile data.
° A65+ base size too small to report mobile video hours:minutes

Duplication

Duplication is a media term that describes the number or percentage of users that two more more mediums have in common.

It's important to understand  the level of 'overlap' between two or more mediums to get an accurate count of the number of unique visitors, readers, viewers or listeners that are actually reached.

Trends: Travel Sites Share of Online Bookings Slips & 250+ Channels---But Is Anybody Watching?

Tue, 06/10/2008 - 09:00 — anne

During 2007, the average U.S. home regularly
watched just 16 channels per week despite an average of 186 channels they received via cable or satellite. I wonder how long consumers will continue to pay for channels they don't watch?

In terms of programming, variety shows were the most popular, followed by situation comedies and a “catch-all category” that includes “reality shows sports, animation and quiz shows…”
Source: MediaWeek

Travel, hotel and other ‘supplier’ websites are increasing their share of hotel bookings by 3% at the expense of online travel agencies such as Expedia and Orbitz. A recent comScore study found that consumers are not only booking on hotel sites, but are increasingly choosing economy over premium brands. As a result, marketers are opting to spend more advertising $ on economy brands and fewer on premium brands.
Source: ComScore

Audience Accumulation

Audience Accumulation refers to the total number of people exposed to the advertising messaging of an advertising campaign, 1 or more times, across all media.

Audience

In media, the term 'audience' refers to the gross or net number of people or households exposed to a particular medium or advertising message.

TiVo – When First Mover Advantage Isn’t, And When A Great Experience Doesn’t Build Profits

Mon, 03/17/2008 - 01:00 — anne

TiVo and YouTube have teamed up to enable users to stream YouTube clips via broadband Internet connection to their TVs, later this year, in the continued ‘blurring of your TV and the internet.’

TiVo has struggled in the DVR category they essentially invented, in spite of great buzz and rabid TiVo evangelists. The company has never had a profitable quarter, primarily because lightning fast technological innovations allowed TV cable providers and consumer electronics retailers with better distribution channels, (and in some cases, better software and equipment) to jump into the category and commoditize it by lowering the price, bundling services, and offering free equipment. Poor TiVo.

So what can you learn from TiVo’s experience?

Stop assuming that “first mover advantage” is a given. It’s not. And in some cases it’s a disadvantage.

Brand share isn’t guaranteed even if you have avid brand users. Sure, brand experience and loyalty are important. But TiVo spawned some of the most fervent evangelists in recent history and the brand is still struggling to turn a profit.

It’s not a good sign when your brand name becomes the de facto term for the category, unless, like Google, you’re the proverbial 600 pound gorilla. If consumers equate your brand name with the service, and competition commoditizes that service, it’s tough to reassert a unique value proposition.

The bottom line? Marketers can’t assume anything and they can’t focus on any one part of their positioning strategy; they have to keep all the balls in the air and resist following the latest marketing trend unless it makes strategic sense.

Weather.com

Weather.com offers advertising solutions from cable advertising, cable affiliate sales and mobile advertising, to online advertising and radio advertising.

Firebrand

Firebrand provides viewers with the best commercials on tv, the Web and mobile, as well as selected video programming and clips, along with the ability to sort, judge, share and comment on them.

iParenting Media

iParenting Media offers several media channels targeted to parents and parents-to-be: online, print and broadcast.

Online, iParenting.com is  a network of more than 40 Web sites devoted to the entire family lifecycle – from preconception through the teenage years.

Accompanying the English Web sites are 11 Spanish parenting Web sites at iParentingEspanol.com.

The company publishes national newsstand magazine, Family Energy: Your Guide to Raising Healthy Kids, as well as  five other national newsstand magazines: Pregnancy magazine, Baby Years magazine, Women’s Health & Fitness magazine, European Homes & Gardens magazine and The Buyer’s Guide magazine.

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