Coronavirus: Comscore sees steady surge in US daytime viewing | Ratings/Measurement | News | Rapid TV News
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Research from Comscore has revealed the full extent to which US households are now tuning into daytime TV viewership and how TV remains a vital outlet for Americans navigating the Covid-19 pandemic.
comscore TV Viewing coronavirus 1April2020
Preliminary data from a survey of the top 25 markets—in this case, New York, Dallas, Atlanta, Minneapolis, Sacramento and Indianapolis—shows increases in viewership throughout the early morning and daytime dayparts. The average of these five markets has shown that viewing levels are almost 10% higher at 6 a.m. compared with a year ago and that growth continues as the day progresses.

Comscore said that these viewing trends represent a change from the comparable time period in 2019, when viewership levels would peak and plateau around 8 a.m. and stay flat until the early fringe daypart. In a clear demonstration of how the Covid-19 pandemic has altered the TV viewing landscape, Comscore found that viewing levels continue to grow until noon, at which time they peak and plateau until the early fringe.
The study also revealed that that a deeper analysis of hour-by-hour growth in viewing levels shows the impact of school closures and millions of Americans currently working from home. The commute-heavy hours of 7 a.m. to 8 a.m, and 8 a.m. to 9 a.m., show the most prominent year-over-year jumps.

Significantly as work-from-home edicts are rolled out across the country, viewership wasn’t changing just in large markets. In Wilkes Barre-Scranton-Hazleton, Comscore’s information showed on average over 30% increases year-on-year for local newscasts during the daytime, early fringe, prime access and late news time periods.

“It’s clear that the ongoing pandemic has altered television viewing patterns, and advertisers should take note of these shifts using Comscore to ensure they are connecting with consumers when they are most engaged,” commented Comscore CEO Bill Livek regarding its study of TV viewing habits.