Traditional TV Time Sinks

The obvious: At-home TV viewing grew because the COVID-19 pandemic drove people indoors. The not-so-obvious: Traditional TV networks are not participating in those better in-home viewer growth trends.

Mediapost reports broadcast and cable TV erosion is accelerating -- at least via traditional measures. Nielsen’s prime-time broadcast viewing is down 20% to 24% or more in the fourth and first quarter, looking at the live program/same-day rating.

Mediapost expects double-digit percentage erosion declines. But a year before, they were in the 12% to 15% range. Wayne Friedman at Mediapost thinks one possible answer, at least since October is that there are also far fewer prime-time original shows than a year ago.

Another factor is that Nielsen has been lax in serving its TV panel homes, due to pandemic issues that prevented its field agents from getting into homes. That’s important, research analysts say, in ensuring equipment and residents are using that equipment properly.

Nielsen says while it is true field agents haven’t had in-home access, they have been doing other things remotely. In addition it started in-home service again this past March.

Brad Adgate, veteran media agency research executive and now a media consultant, says: “There could be an issue of fatigue.” In particular, this could include a range of things.

While a TV panel home may have the TV set on, people in the home aren’t always correctly pressing Nielsen People Meter remote controls. This lets Nielsen know who is actually watching, which then results in tabulation of demographic audience data.

Still, last week, the VAB blasted Nielsen for its relative lack of attention to these homes. One indication: The number of homes in Nielsen’s panel not watching “TV of any type.” This has grown to 4,642 in February 2021 from 2,735 in February 2020.