US households consume 8.5BN hours of TV in Q2 | Ratings/Measurement | News | Rapid TV News
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The return of sports programming from the MLB, NHL and NBA season with their starts and restarts have driven TV viewership in the US over the second quarter of the year to increase of 71% annually according to the latest edition of the TV Viewership Report from Effectv, the advertising sales division of Comcast Cable.
effectv comcast 2Sep2020
As well as exploring viewership trends for Q2 2020, the report, based on Comcast aggregate household viewership data, also compared those findings to the same period last year, as well as Q1 2020.

The new research revealed that TV viewership remained high in the second quarter as consumers spent more time indoors with their televisions and connected devices. The study Households spent 15 minutes more time viewing TV in Q2 2020 versus Q2 2019, consuming 8.5 billion hours of TV viewing – an increase of over 200 million hours compared to the same time last year. That equates to over 17 hours of additional viewing per household versus Q2 2019.

Compared with the same time last year, TV viewership increased in Q2 by 15 minutes, from 6:11 to 6:26 per day. The report suggests this rise was made up of several factors, including cable which was up by 12 minutes, broadcast (+5 minutes), DVR/VOD (+3 minutes). Cable share increased 6% from weekday to weekend, something that Effectv said was a significant finding considering share between the two are typically consistent.

With sports beginning to return to TV programming, the report delved into viewership for that particular category. It found that even with limited sports available in Q2, fans have proven to be some of the most loyal TV viewers. In fact, the MLB, NHL and NBA starts and restarts of their seasons averaged a viewership increase of 71% over last year, with nearly 2.5 million households watching. The research also looked at sports fans’ viewing outside of their favourite sport and found that these viewers have diverse interests. It found that 55% of sports fans watch at least three other sports as well.

The TV Viewership Report also revealed diversity in viewing habits for consumers in Q2, including an increased number of new ways to discover content means consumers continue to watch a diverse set of channels. Households watched an average of 30 different networks in Q2 2020. Four-fifths of households in the report watched video-on-demand (VOD), a 15% increase in daily time spent compared to the same time last year.

Cable TV viewing made up 68% of viewing share in Q2 2020, up one percentage point over last year. Broadcast share also saw a slight uptick compared with 2019, while premium network share fell two percentage points.

“TV viewership is on the rise, and has been for the past eight quarters,” observed John Brauer, executive director of data, insights and innovation, Effectv commenting on The TV Viewership Report .“The increases we see when comparing Q2 2020 to the same quarter last year is evidence of the resilience of TV during this unprecedented time. Despite the absence of much of the live sports programming, consumers still rely on TV for entertainment and information – perhaps something they need now more than ever before.”

“TV remains a powerful channel for advertisers to reach their audience at scale,” added Maria Weaver, CMO, Comcast Advertising. “And today, with consumers fragmenting their viewing across screens, an audience-based approach is critical for marketers. Despite the headwinds we’re encountering in 2020, we see that brands who stay on-air and take a forward-looking, data-based approach benefit in both in the short- and long-term.”