Hugh Scallon’s Post

TV Viewing Reaches 9 Month High in November 📈 Nielsen have released the November report from The Gauge, some of the key headlines are: 📺TV Viewing reached a 9 month high in November, with viewing increasing by 5% compared to October. Sports, the U.S. election and live streaming were all drivers behind viewing this month ⚾Broadcast viewing was up 3% M-o-M with Games 3,4,5 of the MLB World Series popular with viewers alongside regular season NFL and College Football games. Game 5 of the World Series drew 18.2 million viewers 🗽Cable news increased marginally on a M-o-M basis but overall cable viewing share was down -1.3% pt compared to October. 📈Streaming viewing increased by 7.6% in November and a result Streaming has a record of share of 41.6% across TV. 📊YouTube, Roku and Prime all posted platform best shares of TV in November. Although Peacock was short of its Olympics-driven high it had the largest monthly increase among streamers. Despicable Me 4 drove a 58% increase in kids viewing on the platform https://lnkd.in/dszdn4SN

We know what you were doing in November...well, Nielsen does. Many of us spent the 11th month of the year watching TV, the highest level since February. But, what's even more interesting is streaming accounted for 42 percent of that. Netflix and Hulu take the crown. Streaming is obviously the entertainment venue of choice over broadcast and cable networks. It's been trending that way for years as we rely less on linear and paid TV programming. And, traditional media companies such as NBC, CBS, ABC, and Fox, along with the bottom lines of their parent companies have all suffered mightily as streaming takes over. Live events pay off. From sports (e.g. World Series) and politics (e.g. Presidential election), those fueled our watching habits. But, for Netflix, live events are garnering plenty of attention. The Jake Paul vs Mike Tyson boxing match drew in plenty of viewers. But, not to understate the importance of new content, the Lincoln Lawyer premiere also contributed heavily. We're watching more TV on demand and live. The fact that companies like Netflix and Amazon among others have invested heavily in sporting events seems to be paying off. Of course, new content that is both entertaining and engaging is just as important. We're seeing that play out as viewers return to today's version of the boob tube https://lnkd.in/e-D8BhzS #nielsen #television #streaming #digitalcontent #entertainment

New Research! Go download latest AudienceXpress European Marketers Survey 2025: 90% of marketers (EU5) expect to spend more on FAST and AVOD in 2025. 70% of marketers regard ATTENTION as an important metric. 58% of marketers think it's Time for TV to get rid of GRPs 51% of Streaming TV budgets would come from Social Media and Online Video (OLV) budgets. #FreeWheelEmp https://bit.ly/4fLGHFj

Movies and popcorn. Sprinkles and ice cream. Linear and Connected TV advertising. Some things are just better together. Nielsen reports that streaming now makes up 38% of TV usage, but linear TV still dominates with 51% thanks to live events and sports. And get this—70% of households use both streaming services and cable TV. So, why should advertisers choose one when they can have both? Combining linear and CTV means reaching audiences wherever they watch, reinforcing your brand message, and tapping into incremental reach. Ready to maximize your TV strategy? Dive into the power of combining linear and Connected TV. #Media #ConnectedTV #Marketing

"as overall streaming viewing grew 24% in 2023, the amount of time people spent watching the 10 most popular programs declined by 32%, according to Nielsen data cited by MediaPost" Part of the issue with the data point quoted here is that its developed under the traditional mindset of #dayparts and appointment viewing. While #streaming platforms have struggled to find the balance of releasing full seasons vs single weekly episodes, #consumers can make the choice to wait for multiple episodes to binge. They aren't missing anything by waiting to the weekend or next week or next month. While the title is the 'End of Peak TV', we have believed for a long time now that its really the daypart mix that has come to an end, not the content. This is why we have conversations with our brand partners often about the shifting landscape of #video vs approaching #linear and #ctv as separate channels. #primetime is no longer what Nielsen defines in the classic sense but is driven by when (and where) the viewer determines. https://shorturl.at/fkyT6

Our recent survey highlights some exciting trends among avid men's sports fans and their TV viewing habits! 🏅 Nearly 70% of these fans watch streaming TV “often,” showcasing their preference for on-demand content across all platforms—broadcast, cable, and streaming. 📺✨ When it comes to specific streaming services, 54% of avid fans report watching Amazon Prime daily or weekly, followed by 47% for Netflix and 35% for Hulu. This is a clear contrast to the overall adult population surveyed, who watch less frequently across these platforms. It’s evident that sports fans are leading the charge in the streaming revolution! Which platform do you prefer for your sports fix? Let us know! 🏆 causewaysolutions.com #CausewaySolutions #SportsFans #StreamingTrends #TVViewingHabits #SurveyInsights

TV streaming continues to gain popularity amongst viewers and marketers. Kantar's Marketing Trends 2025 makes for interesting reading. "Broadcast TV still dominates reach, yet 50% of people say most of their TV watching is streaming, according to TGI 2024 data. While a net 8% of marketers globally are planning to decrease their investment in broadcast TV in 2025, a net 55% are planning to increase their investment in TV streaming, according to Kantar’s Media Reactions 2024". This fragmented TV landscape is great news for SME's who couldn't previously contemplate advertising on TV. Addressable TV is affordable and targetable, enabling more relevant and effective communication. Message me if you'd like to know more.

Tired of beating your target audience over the head with your #TV ads and wasting ad dollars? #Convergent TV marketers have been grappling with the challenges of excess advertising frequency on streaming services. At the same time, they are in dire need of clarity on how to actually go about capping frequency – how many airings is too many? At what point does your messaging lose its power? Our recent whitepaper can help you answer those questions and more – providing a clear path to greater TV ROI by removing excess exposure. Download the full report 👇:  https://lnkd.in/gGNPMNPk

It is the perfect time to switch to an online-first approach. Why? Cause tv watch time is lower than ever. 📺 📲 𝗧𝗶𝗺𝗲𝘀 𝗮𝗿𝗲 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 It’s no surprise to us, but in the recently published Telecompaper report it has been stated that within the first quarter of 2024, the watch time for streaming services was 25%, while live tv only reached 22%.  📈 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘁𝗮𝗿𝗴𝗲𝘁 𝗮 𝘆𝗼𝘂𝗻𝗴𝗲𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲? 𝗚𝗼 𝗳𝗼𝗿 𝘀𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 Consumers between 25-35 only spend 15% of their watch time on tv and spend twice as much time on streaming services. 🎯 𝗦𝗼 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱? It changes the advertising game. Tv advertising is still effective, but your viewers might not watch tv as much as they used to. With the  rising prices for advertising on tv, now is the time to go for an online-first approach. Does your brand believe in the future of digital-first advertising? #commercials #SVOD #grp

💡 🏈 💡 Antenna’s 2024 Top Subscription Insights: The NFL and Streaming Video The NFL has long been a TV staple, and is increasingly a core part of the streaming landscape. Paramount+ and Peacock rely on NFL programming to drive much of their acquisition, as do vMVPDs. YouTube TV disproportionately captures this acquisition bump. When NFL Sunday Ticket moved exclusively to YouTube TV with the 2023/2024 Season, YouTube TV subsequently grew its share of September Sign-ups YoY in 2023 to 44% (up from 33% in September 2022), and again in September 2024 to 48%. NFL Sunday Ticket is performing significantly stronger among YouTube TV customers than with the rest of the market. Antenna estimates that 61% of the subscriptions to Sunday Ticket come from YouTube TV customers. Given that YouTube TV subscribers make up a relatively small portion of US households, that translates to a high penetration among that audience. Read the full analysis, as well as others from our 2024 Top Subscription Insights series on the Antenna Insights Blog: https://lnkd.in/eCqwpMd3 #svod #streamingvideo #sportsstreaming #streamingmedia #subscriptionvideo #subscriptionmedia #subscriberacquisition #mediaanalytics #streamingdata #streaminginsights #subscriptioneconomy #sportsmedia