Nielsen Releases Three-Screen Report for the First Time: TV, Internet, Mobile

More media may be vying for the consumer's attention, but contrary to conventional wisdom, they're watching more TV than ever before, according to Nielsen data released Tuesday (July 8). Consumers are also watching more time-shifted TV and using the Internet more. The data, released Tuesday (July 8) for the month of May marks the first time Nielsen has released comparable estimates across all three screens: TV, the Internet and mobile. The average American watched 4 percent more TV this May compared to the same period last year, a total of 127 hours and 15 minutes. Although time-shifted viewing represents less than 5 percent of total viewing, consumers watched more time-shifted TV, 5 hours and 50 minutes compared to 3 hours and 44 minutes, a 56 percent jump."Commercial television is alive and well, growing 1 percent year over year, despite the rapid adoption of other platforms," said John Burbank, chief marketing officer for The Nielsen Co., parent company of Mediaweek. Internet usage was up 9 percent to 26 hours and 26 minutes. The data also showed that wherever there is video, consumers will watch it. Establishing a benchmark, consumers also watched 2 hours and 19 minutes of video on the Internet and 3 hours and 15 minutes on a mobile phone.
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