Nielsen has come out with its A2 / M2 Three Screen Report for Q4 today, and the findings are pretty interesting. While some may hypothesize that TV viewership is waning as consumers turn online for video, Nielsen is reporting today that the average television viewer watched more than 151 hours of TV per month in Q4, an all-time high. Consumers are watching more video online (2 hours and 53 minutes on average per month in Q4 vs. the 2 hours and 31 minutes recorded in Q3), however the findings seem to indicate that this video watching is occurring in addition to watching more television. In fact, Nielsen found that 31 percent of Internet activity occurs when consumers are also watching television.
Not surprisingly, the 18-24 demographic (key for marketers) are spending the most time online watching video: 5 hours and 3 minutes on average per month. Mobile video watching is also on the rise with the adoption of iPhones and other video-friendly, mobile-Web devices. Nielsen reports that 11 million Americans, an increase of 9% versus the previous quarter, are now watching video on their handheld devices.
In addition, the report spotlights (once again) that 9-5 during weekdays is still primetime for online video. A trend that has media executives scrambling to produce online shows for the “lunch at desk” crowds and marketing executives looking into moving some of their spend away from primetime and into lunchtime (via the Web).