Deborah D. McAdams /
01.14.2013 02:04 PM
Nielsen: Broadcast Reliance Grew in 2012
Holding at just under 10 percent
NEW YORK – The latest set of Nielsen figures indicate that reliance on broadcast television grew in 2012. The firm’s third-quarter Cross Platform Report for 2012 shows over-the-air households went from 11 million in 3Q11 to 11.1 million in 3Q12, an increase of around 0.6 percent. That puts the percentage of U.S. TV households that rely exclusively on over-the-air (versus pay) TV at 9.8 percent, a figure that’s only slightly off from another recent Nielsen report that suggested reliance was at 9 percent.

The report indicated that cord-cutting diminished cable subscribership by 4 percent, from 61.2 million for 3Q11 to 58.5 million in 3Q12, a difference of 2.7 million. Satellite TV inched up 124,000 subscribers—also a fraction of a percent—
to 34.8 million during the same period. TelcoTV had the most growth with the fewest overall subscribers, from 8.3 million to 9.5 million, an increase of 15 percent.

Adding broadband to the mix, only about half the broadcast-only homes also had broadband—5.3 million in 3Q12. Pay TV-plus-broadband homes numbered 78.5 million.

In terms of viewing time, Americans spent more than 34 hours a week in front of a TV set in 3Q12, up 18 minutes over the previous quarter. Cable came out on top in live viewing, with 74.1 percent versus 63.9 percent for broadcasting and 91.3 percent for syndicated programming. Broadcast fared better under time-shifting scenarios, catching 99.4 percent of the audience at 21 days versus 98.5 percent for cable and 99.9 percent for syndie.

The majority of viewing, as always, was on a traditional TV set. Viewers spent 148 hours and three minutes a month watching TV in the third quarter. Eleven hours, 30 minutes was spending watching time-shifted content; 5:17 on DVD or Blu-Ray players; 6:38 on game consoles; 28:58 on a computer and 5:25 on smartphones.
~ Deborah D. McAdams

February 9, 2012…
Wireless TV Households on the Rise
Wireless TV: It’s the latest thing. Nielsen’s latest Cross-Platform Report says U.S. households opting for the combination of broadband and wireless TV--otherwise known as “broadcasting”--rose nearly 23 percent between the third quarters of 2010 and last year.


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Posted by: Anonymous
Mon, 01-14-2013 05:28 PM Report Comment
Looking at "broadcast only" is answering the wrong question. How many use OTA plus other sources? Why do they use OTA? For some of us, it's because the picture quality and reliability are better than from cable or satellite.
Posted by: Anonymous
Fri, 01-18-2013 08:43 AM Report Comment
I have been saying this will be a trend for a couple years now and it looks like I could be right. With streaming set tops like Roku, HTPC's, etc people seem to be using OTA as a supplement to streaming. I got rid of cable 2 years ago and watch an equal amount of OTA and streaming. Everyone that I know that got rid of cable/satellite for streaming uses OTA for local channels and like me use OTA and streaming in equal amounts. Streaming is great if you want to watch something that already aired or is out on blue-ray/DVD but isn't good for watching the local news in the morning while eating breakfast. So I think with the new trend of getting rid of cable for streaming services OTA will have a slight spike. The length of that spike will probably be determined by the effort of broadcasters realize it then capitalize on it.

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